In general, I do branding and marketing work for three kinds of clients:
- Local small businesses
- Start-up companies
I enjoy working with these kinds of clients for several reasons. Primarily, though, they tend to have a deep understanding of their mission, some kind of core driver that makes them unique, and a complete misunderstand of what I do for a living. (Most people think "branding" is a field reserved for multi-billionaires like Microsoft).
Above all, I like to work with these smaller clients because I can see something of myself in them: they have a goal and will stop at nothing to achieve it. At the same time, they are also unwilling to compromise on their values in order to do so. I admire and respect this quality, and I devote a great deal of my time to finding clients that fit the bill.
Yes, I even turn away business from time to time because a potential client doesn't fit my model.
I've worked for a very long time to understand my perfect customer. As a matter of fact, I just completed a contract for a local church that needed a new website. Their old site was fairly robust, but difficult to maintain and didn't adequately represent their brand. I took the time to understand where the church leadership wanted to take their site in the future and worked hard to accommodate those goals by developing a rich, easy to navigate, useful website.
Now that you know a little more about my perfect customer, who is yours? How much time have you invested in defining him, her, or them?