I am writing this for you.
This is how I imagine you:
- You are interested in branding
- You are busy and want snackable insights
- You prefer specificity over fluff
This image makes it easier for me to write.
Brands can use a similar approach.
Let's Talk, You and I
A target customer is like a conversation partner.
It is a person that you are adressing with your brand communication and with your product/service.
Why does it help to have a clear understanding of your target customer?
- Understand Values: What is important? What is verboten?
- Understand Preferences: What do they like? What not?
- Understand Behaviors: Where do we meet?
- Understand Needs: What are their jobs-to-be-done?
The better you know someone, the easier it is to interact with them.
The same applies for target customers.
Customer First. Brand Follows.
The business of a brand is to create value for the customer.
Start with your target customer.
Understand them. Service them. Listent to them.
Easy as that.
Bottomline: Build for Your Target Customer
Once you have a set of customers that look alike you start looking for the smallest common denominator:
- Demographic: Age; Sex; Income; Location; ...
- Psychographic: Values; Interests; Lifestyle; ...
- Behavioral: Habits; Trigger responses; Information sources; ...
- Geographic: Country; Urban/rural; Language; ...
Know your target customer and build for them.
This post is an excerpt from my Brand Strategy Workshop 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.
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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?