Fresh Facets

Guide #2 Who is your target customer?

We’re glad you found your way back to our blog. This is the second post related to the creation of a branding strategy blueprint. Two weeks ago, we introduced you to our comprehensive manual on creating your brand strategy. If you have done your homework, you now have half of the foundation you require to build your brand. The other half is knowing your target customer, and today we’ll show you how you can identify who that is. Again, we will provide you with some actionable tasks and make the initial effort as small as possible.
 
Who’s your target customer?
We have already demonstrated the importance of having a clear and consistent company image to build trust with your customer. To further hone your message, image and products, you also need to know who is likely to buy what you sell. For example, promoting sugared sweets to health conscious people would likely not succeed.

Experience shows that marketing to everyone produces mediocre results, with consumers remaining rather indifferent to your product. You want potential customers to say “I love this product” or “I hate this product.” Polarizing is one of the most powerful branding tools, though it’s often misunderstood. You need to know who buys from you and then create a suitable brand strategy.
 
How to find your ideal customer
You can build trust with your customer by making an emotional connection. To help you with that process, please ask yourself the following questions and record your answers:
  • What is the demographic of your ideal customer? The demographic information should include gender, age, marital status, parental status, education and income.
  • What problem can your product solve, or why does the customer need your product? Think about your customer’s painand the relevant benefits of your commodities.
  • Where does your customer access information? Most probably this is the primary place where you should market yourself.
  • What builds your customer’s trust? This often comes down to the customer’s education level. If your customers are highly informed, they won’t trust cheesy sales letters. If your customers are hard-working folks, they probably don’t want to dive deep into theories about your product.
There are potentially many more questions, and every question could be explored in more detail. If you need a more in-depth and precise analysis of your target customer, consider calling a professional. Otherwise, the above questions can give you the basic knowledge you need.

Now you have a better understanding of yourself and your target customer – knowledge that will help you create your branding strategy. But first, we will look at competition and market analysis to round up the information we already have. Stay tuned!

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