Identify Customers Before You Start Creating a Brand

This column is authored by Rachelle Gomez, Owner, Honest Pixels

brand colours audienceBefore starting on the visual aspect of your brand, you need to identify what your customer needs/wants and why. Identifying customers first gives you a better idea of who to target and what motivates them to buy products and services.

Creating customer profiles (also known as User Personas) give a clear picture of the customer’s expectations and how they’re likely to use your products and services.

What to include in Customer Profile

  • Demographics: Age, occupation, work experience, marital status, income, education.
  • Psychographics: Attitude, values, hobbies, opinions, purchasing process, tech-savvy
  • Behavioural: News sources, personality, habits/skills, likes/dislikes
  • Goals: Personal and Work related

“Don’t find customers for your products, find products for your customers.” ― Seth Godin

Effective customer profiles:

  • Represent major customers using your products & services
  • Identify your ideal customer
  • Focus on major needs and expectations
  • Help in prioritizing features and functionality
  • Describe real people with backgrounds, goals, and values

It is much easier to attract more customers when you actually know about your current customers and traits of the ideal customer you’d like to target. Having a clear picture of who your customers are is one of the simple ways to have a competitive advantage.

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