Your brand carries your message out into the world. But, in order for it to do that effectively, you need to know and really understand who it is in the world that your message is being carried to – your ideal clients.

The reason for this is simple. You can run around, shouting about your business with all your breath – but until you really take the time to look at who your ideal clients are, and what they really want, then you may as well be shouting at an empty room. Sure, every once in a while, someone will hear you from outside and come in to see what exactly you’re doing, but by and large you won’t be talking to anyone or starting a conversation.

Potential clients want to know that you’re not just in it to talk about yourself. That you’re genuinely invested in helping them, understanding their problem and getting them to a solution.

Showing them that you understand this is really key to making a connection and starting a real conversation with them.

So, take the time to really get to know your clients. Talk to some of them about their lives, what they need and where they’re going. And use that to inform your brand.