Know Your Audience

It is crucial for your branding to connect with your audience. Before understanding what connects with your audience, you need to know who they actually are. Some demographics to keep in mind when identifying an audience include:

  • Age
  • Gender
  • Income
  • Social ethos
  • Environmental ethos

Study Your Competitors

Looking at the competitors who may be more successful than you is a great way to generally understand what it takes to be effective in the industry. It is important not exactly to copy what others are doing, but there is nothing wrong with taking inspiration from others.

Be Specific and Targeted

One of the biggest mistakes new companies can make is trying to make their branding the same as everyone else. Branding is a great tool to take advantage of to stand out from the competition. First, you need to decide on your business messaging, then do everything you can to not stray from it.

Read more about Tailoring Your Brand at

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.