twelve popular logos
A Brand is Not a Logo
March 5, 2017
top hat with magic wand
Re-Purposing Content
March 7, 2017
Show all


male & female faces in silhouette

A brand is a GUT FEELING

but…the big question is… how to make that connection between brand & customer?

Making a connection is simple; just be yourself, just be human & understand your ideal client


In the UK we know this is the ‘Red Tractor’ brand mark/logo.

It represents British grown & total visibility from field to fork.



You need to know your ideal customer intimately & in great detail – many people call this ideal person an Avatar.

Your Avatar is the person who you are aiming your brand message at & you need to understand their internal dialogue.  This is a powerful connection.

Wiktionary states an avatar is:

  1. The incarnation of a deity in Hinduism
  2. The physical embodiment of an idea or concept; a personification
  3. A digital representation or handle of a person or being

Their internal dialogue of your Avatar is the voice in their head & by understanding that you will be able to connect your passion to them & make a sale.

Business is all about making a sale – without a sale there is no money & no business!

You have to know how to connect with your Avatar.

We all buy because of pain or pleasure…

& people buy YOU before they buy a product.

Some say 8 out of 10 people fail when building & branding a business because they fail to understand their Avatar.

Have a look here & go through each of the logos & business names; can you immediately tell who their ideal customer is?  What do they sell?  What is their passion?

How does your Avatar feel everyday when he or she looks in the mirror?   Get to know his pains, know his pleasures, know his passions, know his hates, know how he feels about his body,  know about his relationships, know what makes him cry, know what makes him laugh,  know his weaknesses…

If you know all that you will be able to make your passion [the WHY you started your brand] talk to his internal dialogue every day.   He then gets a gut feeling that your brand is there to help and support him; he then trusts you & your brand becoming a loyal purchaser & supporter.

Target their gut feeling/internal dialogue

So… a brand is much more that just a logo & a product; it is a gut feeling creating a connection between you & them.

All your messages, your social posts, social banners, website, adverts & shop front listings have to be congruent – you can’t be halfhearted about it!

The formula is:


You connect with your ideal customer or Avatar by asking questions

– What is their pain?
– What excites them?
– What sex are they?
– How old are they?
– Who are their heroes?
– What do they read?
– What do they watch?
– What makes them cry?
– What makes them laugh?
– What brands do they buy?
– What do they earn?
– Do they have kids?
– Are they married?
– Are they single?
– What music do they listen to?

Write all this down until you have a complete picture of who you are targeting – you have to make an emotional connection with your Avatar.

Then you just align your passion with their needs & success follows

Have you done this exercise?  How big a difference did it make?



Leave a Reply

Your email address will not be published. Required fields are marked *