People make decisions based on benefits. You have to know who your target audience is, how they get their information and why they buy. It is all about what they want or need, and not about what you have to sell.
Effective branding (and marketing) evolves from understanding prospect needs and desires, and from conveying how your product or service (or community or region) will specifically fulfill that need or want — and do it better than any other option. Find out what prospects want … find a way to give it to them … and then put your offer right in front of them, where they can see it, appreciate it and take it. Be visible and get found. You must make it amazingly easy for prospects to develop Awareness … Interest … and Desire for your offering, if you want them to take Action.
Effective marketing — and selling — requires work and strategy (on your end), but once you understand that the process is all about PROSPECTS and not products, your efforts will be much more effective. Know WHAT prospects want or need and WHY they really want or need it (it’s not always obvious). It really is about them, and not you …. Lori Martinek, Branding Expert & Author, https://www.edcgrow.com