Mark Simpson explains how to build a brand identity around solving a specific customer problem. Instead of just a name and logo, target your ideal guest: a mom who wants to relax while her kids play. Tailor everything to what that person actually needs.
And so what you want to do is you don't want to think about it as a name and a logo and colors. You want to think about creating a brand identity that solves a problem and speaks to an ideal target guest. And so, for example, if you're in a beach getaway and you know your ideal target guest is, you know, like a family, like a mom who loves to sit on the beach and watch their kids play, then you want to build up that brand and really understand that you know who that customer is, what their pain points are, what their desires are, and then focus all of your marketing and your positioning around speaking to that guest avatar.
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