Creating brand loyalty is about establishing homeostasis between the brand's core desire and the complimentary target audience's core desire.

Do you understand who your brand gets along well with? When I speak to most clients — or listen in on brand experts — their first response is 'people with money' and they want their target audience to fit the mold of someone who's 'rich' and has the means to spend their money on their product. What does that even mean? Sure, we can explore the assumed demographics: most likely educated, brings in a high income, is a homeowner, etc.

Looking at things this way creates an unrealistic target. It also feels predatory - - you're only looking at how the audience benefits your product. Does the person with a doctorate degree who makes $350,000+ per year, and pays a mortgage like what your brand has to offer? Will they want to come back to your brand experience?

I think of branding like creating homeostasis. Both parties need something from each other in order to be an ongoing success, and your brand needs to be able to deliver what your audience needs consistently—every time. I personally don't factor in a person's income when I help create a target audience as I've found it irrelevant through my experience. Curious to learn more? Send me an email: inquiries@lordberkshirecollaborations.com