We covered in part 1 why it is important to have a customer profile when creating your brand. Now, we'll take the time to deep dive into the questions to ask yourself when creating this profile.
It's time to sharpen those pencils and get to brainstorming.
THE BASICS
What sex do they identify with?
How old are they?
Where do they live? (GET SPECIFIC)
What degree do they have? Do they have a degree at all?
What do they do to pay the bills?
Are they married?
Do they have kiddos?
What income level do they currently land at?
Dig Deeper
What books or magazines do they read?
What blogs or websites do they frequent?
What is their favorite social channel?
How do they spend their free time?
What does their weekend look like?
It's their turn to pick out dinner. What is their go-to?
Where are they traveling next?
Are they active in charity work? Where?
What three words would their best friend use to describe them?
THEIR BUSINESS
What kind of products or services do they provide?
How long have they had their business?
Who are their customers?
What is the favorite part of their business?
What part do they hate?
If they could hire one position right now, what would it be?
What are their short term goals (>3 years)?
What is their long term goals (3-5 years)?
What is their BHAG?
What gets them excited about these goals? What scares them about these goals?
Put it all together...
Take all of the details you've just put together to come up with your ideal customer. Give them a name and background to truly form a picture in your mind. Remember why we're doing this from part 1.
It helps you understand what they want.
It helps you clearly communicate with them to build trust.
It gives them a touchpoint to connect with you as an individual.
Example:
Katie Anne is a 35-year-old married woman with two children. She is a proud graduate of UGA and active in their Alumni Association. She works 9-5 in insurance and then picks up her oldest daughter from dance. She is looking for casual pieces that can easily transition her from the office to late-night dance rehearsals, keeping her cool and comfortable in the Florida heat. Katie Anne is currently looking for affordable pieces for every day but willing to invest in pieces for events once she has established brand loyalty. Her hobbies include watching college football, spending time with friends, and walking dogs at the shelter with her son to earn volunteer hours.
Happy Designing!
B
Having an unconventional high school experience (Art School kid here!) has defined Becca into the creative that she is today.
With degrees in Fashion Merchandising + Luxury Management, Becca understands what branding means to heritage brands (think Givenchy + Moet) and how those attributes can be applied to your business. Let's Work Together!
Did you miss the other parts of this series?