Whether you think about it or not, most successful brands are not selling a product or service, they’re selling a lifestyle and image. Toms of Maine isn’t selling toiletries, they’re selling a green, vegan, eco-friendly image. Hot Topic isn’t selling clothing and accessories, they’re selling a punky alternative lifestyle. For your brand to attract consumers it’s important to be conscious of the lifestyle you want to appeal to.

Try this, sit down with a pencil and paper and imagine your brand is a person. Write down how he or she would dress, what he or she would look like, places he or she would hang out. It’s important to have a very clear picture in your own head of who your brand is before you can successfully cultivate your brand’s image.

At my indie t-shirt retail biz Ex-Boyfriend, we’re a guy in our 20s, we like pop art and comics, we’re sarcastic, a little edgy, fun, socially conscious, urban. We infuse this character into every aspect of our brand and it helps separate us from other brands. Here are a few places you can demonstrate your brand’s personality to help attract your niche audience.

1. Photos
Use product photos that help customers relate to your products. If you sell clothing, make sure your models reflect the image of the person who’d wear that clothing. If you sell home decor items make sure your products are staged in a house that looks like your customers’ homes.

I love the above product photo by PaperPaper because not only is it just a good photo (clear, sharp, well-lit), it’s staged to really draw a specific kind of customer. The product is staged in a setting that’s contemporary with clean lines. You know the room this photo came from isn’t shabby chic or baroque or kitschy. It’s a very specific look that will appeal to a very specific kind of customer.

2. Copy
Use all the copy throughout your website to establish your brand’s voice. On my indie retail site we’re very casual in tone, we’re sarcastic, jokey, self-deprecating, and throw in some slang. It fits with our overall brand aesthetic and helps establish who we are.

Whether your brand is a southern belle or a hip hop head or a busy mom of 3 you have to make sure your tone in your writing brings that across. Talk/write the way your customers talk. It unconsciously helps build the appeal of your brand to your audience.

3. Design Elements
A good looking web design and marketing collateral is crucial. Everything from your logo to your marketing postcards should help establish your brand’s image. Think about your color choice, your fonts, your product packaging, your graphic elements. Do they match with the image you’re trying to project?

Have a look at the Toms of Maine. website for a good example. The earthy green background with the subtle woodgrain texture, the slim unassuming font choice that whispers “small carbon footprint”, the hand written text elements that suggest naturalness, the stock photos of clean wholesome people who don’t wear make up or hairspray, the images of gardening. There’s so much green and earth coming from the site that even if you didn’t speak English you’d immediately know what this company is about. This is branding done well.

So who is your brand and what can you change to make this more apparent to consumers?

BONUS EXERCISE: Ask some friends to describe your brand as a person. See what adjectives come to them. Are these the descriptors you had in mind for your brand?