Ensuring your brand is accessible to your audience

You already know who your ideal client is, now the question is, can they find you?

Are you making your brand accessible to your audience?

You already know who your ideal client is, now the question is, can they find you? The main point here is to make yourself available to be found and contacted. Consider the process that a potential client has to go through in order to a) get in touch with you and b) buy from you. This is usually called a client journey and it’s always a good idea to have one in place for every aspect of your brand.

For example, if your ideal client is on Instagram but they are not following you, how would they get about knowing you exist? On the other end of the spectrum, if they are not on Instagram, why are you spending hours creating stories, researching hashtags, and interacting on here? Whatever media your client uses, that’s where you should be.

All of this is, of course, if you want to be available. If you have so many leads contacting you regularly, you may want to break one of the steps in the client journey so that you have fewer (only those really dedicated to finding you). Creating any difficulties in your availability will help you weed out people you don’t want to work with anyway.

Usually, when we think of accessibility, we’re thinking of people with disabilities. But the practice of making your brand accessible benefits everyone, including you. Honestly, with everybody (me included) constantly talking about niching down and finding your exact person to market to, some people put accessibility on the back burner. For example, if you’ve found your ideal client is not tech-savvy at all, why would you care if you even had a website? On the other side of the spectrum, we have some people that are SO FOCUSED on things being accessible to everyone, that their ideal client sees nothing in their brand that speaks to them.

I’m going to go over FIVE specific areas to check for your accessibility and if you should even care about it.

• Specialty fonts

• Mobile vs desktop

• Colours

• Language

• User interface