In today's entrepreneur-friendly, low-barrier environment, pretty much anyone can incorporate a small business and launch a company. But to build a brand with which customers actually engage over the long haul requires far more than buying a URL and publishing a website.
Smart brands make an emotional promise to their audience by touting their product's features and benefits. These emotional benefits may include safety, affection, status, self-fulfillment, knowledge, independence, and stability. Emotions, after all, drive far more purchases than logic, even when consumers think they're making decisions based on research. Also, to truly reach a niche audience, brands should aim to think like them, not just of them. Aim to understand your ideal customers on a deeper level by picturing an average day in their lives.