I’m working with an Amazon business coach, and since we started, he has always said I’m “doing it right” because I’m “building a brand.” At the beginning of our partnership, I would have smiled and said, “You’re right.” But now, a year later, I’m not falling for it.
Am I using a logo in most of my images and product packaging? Yes. Am I using the same color scheme across all my design assets? Yes. Am I constantly improving the keywords and ad copy in my listing? Yes. Am I building a brand? No.
I’m not building a brand because I haven’t defined who my customers are. When you sell on Amazon, in a way, you are saying everyone is your customer. Not good.
The essence of brand building is consistently telling a story that reflects the brand’s core values and mission and speaks to the audience’s needs and aspirations. This ongoing narrative builds a loyal following and creates a lasting impact.
A brand is fundamentally about connection. It involves understanding the audience, what they care about, and how the story aligns with their values and desires. Every choice—from design elements to words—should help the audience understand that the brand is for them.
I could pick an audience, like grandmas who buy gifts on Amazon for their nieces and nephews. And this may be a customer of mine. But I fear I will get it wrong…well, if I’m wrong, at least I would know and check grandmas off the list.
What do you think about picking and defining an audience for a brand?
Author Site 