Customer Identification

This is the part that requires a little research and investigation on your part. At this point you may have a lot of ideas about what you want your customer base to look like. Also think about how much of yourself your brand will reflect. Are you an example of your target customer? If not, or if you’re still deciding- how do you determine who that is?


What does your ideal customer look like?

Start by imagining who your customer is. Create a hypothesis that we’ll be able to either confirm or shift over time through real life contact with your buyers. Remember, not everyone is your customer.

What needs does your customer have that your product fulfills? Does your customer need something to wear for a night out? Does your customer want to be entertained after a busy school day? Does your customer need help with organization? This can help you narrow down demographics, interests, age range, perhaps gender, or even locations. This could also help pinpoint some generalizations about their lifestyle or things they care about. Think about where they might spend their free time, where they like to eat at, what kind of movies or books they like, and what other brands they buy.


Create customer profiles

There is one customer profile sheet included in the workbook below. I encourage you to make copies of it or rewrite the questions down in a notebook to do multiple profiles. This will help you identify variations in customer types as well as make changes if necessary. Remember, this is experimental- have fun with it! Your brand will evolve and grow, so will your customer. Don’t be afraid to double back and fine tune details to better connect emotionally with your customers.


Click here for Branding: Part 1!

Don’t forget to download the free workbook:

Branding & Customer Identification