Before carrying onto the ideas development stage for the visual aesthetics of the brand, a name needed to be chosen before being able to move on. Taking pen to paper, I started by brainstorming some potential names.
When considering a brand name, it was evident that the brand needed to have a certain style of clothing to help this. As I am constantly keep up with fashion trends, I wanted the brand to be exactly the type of clothing I would wear and women my age would to. I also wanted the brand to be completely different to most things on the market today offering a complete different range of clothing suitable to a specific type of customer not just every women aged 17-26. This way I knew making the target audience more specific by choosing the right name based on the type of clothing products the company would sell, would enable to best possible shot at being successful in the long run.
Evidently in business you are not able to please everyone all the time and by choosing target market wisely, and honing onto it, you can please the right people all the time.
Any entrepreneur knows that in order for a business to succeed it has to be aimed at the right people but many make the major mistake of assuming they already know their target market and employing a ‘one size fits all’ approach to their marketing strategy.
For example, a common assumption among car accessory retailers would be that their target market is ‘anyone who has a car.’
Of course car owners are more likely to be interested than someone who doesn’t own a car, but that’s no target market. Having such a wide, unfocused audience makes it impossible to tailor a strategy to specific types of car owners for a specific product.
To have a successful marketing campaign/Brand Identity, you must know exactly who you are targeting, and why. Far from being limiting, a clear, refined target market audience gives your content and marketing more clarity and focus – and makes it that much more effective.
It all starts with close self examination – you won’t be able to figure out who your business appeals to unless you know your products or services inside out. First, I needed think on these important questions:
- What is the purpose of what you sell? Is it designed to satisfy a basic need or is it a luxury item? The purpose of what I sell is to enable women to feel comfy and sexy at the time time. It will be a promoted as luxury item but affordable for the average women. ( National Minimum wage UK - 21 £6.31 an hour, 18-20 £5.04 an hour, Under 18 £3.72 )
- What makes your product or service unique? Is anyone else selling anything similar, and if so what gives your product the advantage? What makes my product unique is that it turns loungewear and tracksuits into something that is attractive and not stereotypically unflattering or baggy. Other clothing lines sell similar items however they don't specifically promote themselves for the comfort, comfort without compromising style will be the backbone of the business.
- Why does your current customer base buy from you? Who buys the most or spends the most money and what do you know about them? Is there anything they all have in common? They will buy from me as the business will offer them a unqiue and trustworthly product which still will be high quality in softness and finish even after being put through the wash numerous times. The products will have rips through some of them following a stylish popular trend. Strong, successful and confident business women will spend the most money on the products as they work hard throughout the week but relax at weekends and weeknights in the items.
- Does your product or service offer a solution to a problem that people have – does it make their lives better in some way? What are its benefits? Women are able to feel relaxed and comfortable as well as feeling stylish and confident in their own skin.
Discover your target customer
- What’s the reach of your product? Are you going to be selling regionally, just in your own country or worldwide? The products will be sold mainly across the UK but US and Europe consumers will eventually be able to access the website and place orders cost will be based on a delivery charge.
- Do your products or services appeal to other businesses rather than consumers? If so, consider factors like type of industries available, how big they are and how much money they make to figure out which ones are right for your business. Yes, other online retailers or businesses such as ASOS or Ebay will be able to buy the products in bulk to sell on
Refine your marketing with audience in mind
Now instead of wasting my energy targeting a too-broad audience, I have a strategy focused on the right audience that will pay dividends.
This means that instead of targeting ‘anyone with a car,’ my business can target more specific groups – 18-26 year old women, or executives who need accessories to make their time off work more comfortable.
Armed with better specific information, I can make smarter decisions about where to advertise (where these people hang out - Instagram) and how to talk to customers (using the language that resonates with them - Pop culture, hastags etc).
Tailoring my marketing strategies to delight and excite my customer, not just any customer. They will love me – and my products – for it.
With all this in mind, I carried on brainstorming potential names which would target the audience specifically. My favourites based on this were as follows.
- Pretty Reckless (Flattery of the customer calling them pretty, as well as reckless linking back to the ripped style of clothing)
- Pastel Baby (Pastel being the colour of the items, baby blue, baby pink, nude etc)
- Sexy Slumber
- Pretty Chill
- Captivate
- Vibes
- Carried away (Carried away as in, getting carried away but also a link back to carrying the product away could be placed on the bags)
- Reckless Discovery
- Secret Desire ( Secret links back to victoria secret luxury but also secret as the clothing will be worn mainly indoors or lingerie under clothing or in secret intimate time. Desire being something someone wants.)
- Secret Statement
- Secret
- Allure
- Undiscovered
- MsUndiscovered
- BabySky
- Baby Discovery
- Secret Chill
- Undercover
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