Who is Your Unicorn Customer?
Who is Your Unicorn Customer?
Let's start with the basics. Your brand is not about you, your brand is about your customer. This requires you to think very carefully about who your customer is. And not just any customer...your “unicorn” customer.
What's a "unicorn" customer?
Your "unicorn" customer is your Ideal Customer – the person who is most highly predictive of your brand's success and who will bring in the most amount of revenue over time. This is the customer every business wants.
To identify your "unicorn" customer, ask yourself these questions:
Who will keep buying from us again and again?
Who will become our brand champion?
Who will express irrational brand loyalty?
Who will submit positive reviews?
Let’s look at an example:
One of our previous clients is one of the world's largest retailers of hookahs and hookah supplies. When we asked who their Ideal Customer was, they described an older Middle-Eastern man.
After working through the Ideal Customer exercise, we discovered their actual Ideal Customer was a young guy between 18-28 years old who wants to bring people together around the hookah. He is a curious and discerning, fun-loving hookah enthusiast who knows that the most memorable and fun hookah experiences start with the right equipment, accessories and shisha tobacco. He wants to be the life of the hookah party.
This young guy will keep buying from our client over and over again, he will become irrationally loyal, turn into the brand champion and write positive reviews. He is invested. To him, hookah represents who he is as a person: a party planner, a host, someone that enjoys bringing people together and will go the extra mile to give his guests an excellent experience.
As you can tell, this is not your typical description when you think of your audience. This description really dials in on the visual picture of a "unicorn" customer. It provides clarity about who that customer is on both the outside, and more importantly, the inside.
How do you put this into action?
The first step is to complete our hands-on exercise that will walk you through the behavioral, attitudinal and psychographic questions you need to answer, so you can find exactly who your “unicorn” customer is. When you’re finished, you’ll have a highly detailed, hypothetical profile of your absolute “unicorn” customer.
If you need help completing the exercise, or if you're unsure of what step to take next, reach out to one of our experts below. We'd love to help!