Speak to Your Ideal Customer
Your brand doesn’t come from you. Your brand comes from your customers… and not just any customer, your Ideal Customer.
Your brand lives in your customers’ needs and desires, as well as their perception of you and their connection to you. Follow the steps below to help you discover who your Ideal Customer is and start speaking to them.
1. Identify who your Ideal Customer is.
Your Ideal Customer is the person who is most highly predictive of your brand's success. It’s the person who will bring in the most revenue over time because he or she has so strongly bought-in to your brand experience.
To identify your Ideal 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?
2. Create your Ideal Customer profile.
Now take it a bit further. Who are they? How old are they? Are they male or female? Married or single? What is their income? Conjure up an image of who that person is, and write down everything you can think of. Once you’ve written down everything you can think of, dig deeper.
Continue to go through the process of envisioning who this person is and what their life looks like. Write it all down. Even draw a picture of them.
3. Discover your Ideal Customer’s needs.
Once you’ve created this Ideal Customer profile, the next step is to think about that person’s needs. This is the hardest part; this is the part where you have to really dig in.
Understanding your Ideal Customer in depth enables you to understand what that person needs most from you and your brand. By getting inside their head, you’re able to extract the story that they want to tell themselves and the world about who they are. Eventually you’ll get a clear image of who your Ideal Customer is and, ultimately, who your brand is for.
4. Complete the Ideal Customer exercise.
Our Ideal Customer Profile Exercise will help you and your team really put down on paper who that person is and what they need from you. Ideally, this is done in a group brainstorming session with the staff in your company who are most involved in customer-facing roles. Bring a group together on Zoom and go into breakout groups to answer the questions.
5. Outline marketing strategies for your Ideal Customer.
Once you’ve discovered exactly who your Ideal Customer is, the next step is to create marketing strategies to gain the interest of this customer. Remember, your Ideal Customer should always be at the center of your brand and everything you do in your marketing should focus on them.
We love helping clients figure out their Ideal Customer and “ah-ha’s” about them. Feel free to reach out below, we'd love to help you as well.