Know your target customer and build for them.
Your target customer has needs:
- Gains: What are their measures of success?
- Pains: What are their fears and frustrations?
- Jobs-to-be-done: What are customers trying to accomplish?
Understand your customers through this lens and you will be able to service them better.
Customer Needs Come First
Form Follows Function. - Dieter Rams
- Technology: Customers don't need 16GB of RAM. Customers need fast computing.
- Features: Customers don't need emoji reactions. Customers need a quick way to communicate with their friends and colleagues.
- Messaging: Customers don't need your brand strategy. Customers need a quick way to remember you.
What's the smallest common denominator?
Customer need comes first. Implementation comes second.
How to Identify Customer Needs?
Each brand has its own context. We cannot generalize.
Yet, generally speaking, you want to keep a close connection with your target customers?
- Behavior: How do they interact with the brand? How do they talk about the brand? What do they use the brand for?
- Feedback: What do they like? What don't they like? What do they rave about?
When you have a clear customer in mind you can start servicing them.
You service them by listening carefully and responding with a suitable offering.
Bottomline: Serving Customer Needs Is an Ongoing Process
Serving the customer's needs is an ongoing process.
Customers evolve, so should your brand's offering.
This post is an excerpt from my online course Fundamentals of Brand Strategy where you learn how to build successful brands.
The self-paced online course contains 5 hours of video material and teaches you how to use the Brand Pyramid.Learn the Fundamentals of Brand Strategy 🧰
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Short Excerpts from the Course
These posts are short snippets of the course curriculum 👇
- A Pragmatic Look at Branding: What Is a Brand?
- Touchpoints and Brand Strategy: How do We Build Associations?
- Positioning and Differentiation: How to Stand Out as a Brand?
- Brand Vision: What Is the World That Could Be?
- Brand Purpose: Why Bother?
- Brand Promise: How to Communicate in One Statement?
- Mission Statement: How Do You Do It?
- Brand Attributes: How Does the Brand Present Itself?
- Frame of Reference: Where Is the Brand Placed?
- Target Customer: Who Is Your Audience?
- Customer Need: What Is Their Real Job-to-be-Done?
- Value Proposition: What Are You Offering?
- Reasons-to-Believe: What Are Your Proof Points?