Give them reason:
Notes for inspiring brands
Branding can simplify your audiences decision-making process. Consistent messaging, removing obstacles, clarifying benefits, standing apart, and aligning values can make the process of choosing you easier.
Why should someone choose you, and why should they exclude other choices? Understanding the decision-making process, consideration set, values, drivers, and expectations of the people you are trying to reach can make connecting with them much easier. You must give them a reason to keep you in mind, to think differently of you, and to ultimately choose you.