Let’s not kid ourselves: creating a brand can be complicated. (If you’re reading this, you likely know firsthand how complicated.) Not only do you need to decide what your brand stands for, what you want to provide consumers and how to convey your brand promise, you must identify who you want to use your product.
This is one of the most important decisions you can make. After all, brands are relationships, and like romantic relationships you need to make sure there are two mutually interested parties. You don’t want to get into an unrequited love situation where no one is interested in what you are offering. This can be a very cold, lonely, and ultimately very unprofitable situation to be in. Healthy relationships involve two interested and equally committed parties. Unhealthy ones don’t – and rarely last long.