This year Sodablog has been discussing the 6 key steps to consider before you go to a creative designer to refresh your brand. In this blog we are going to look specifically at Step 5. Create customer profiles for your target audience
What is a customer profile?
A customer profile is description of your target audience. It is a description that goes beyond basic demographics ie. gender, age, location. It unpacks the customer on a deeper level so that people in the organisation think about this profile when they are creating products or services for them. A customer profile should have; a name (ie.Ruby), a typical quote that they would say, a list of current books they are reading, or shows they are watching, or where they last took a holiday and for how long. A strong customer profile is intimate and understands the customer holistically, even if they still sleep with their teddy at night. Sounds creepy.. I know.
How do you create a customer profile?
If you know who your customer is and they hang out somewhere - ie. shopping centre. Then it is great to go and observe them from a distance. What time of day do they shop? Which shops do they go in? Which brands do they like? Are they in a hurry or do they have time? etc. Pure observation and reflection will assist in writing a description that you can share with the rest of the organisation.. At Sodablue we use a template that we have designed to prompt this observation and general aspects of a customer. We encourage our clients to update this annually as customer habits, behaviours change over a year, especially with adoption of new technoglogy.
There is great benefit when an organisation gets behind a customer profile. A local radio station I’ve visited recently shared that they had a customer who had a name, and that all the staff focused on with what they were doing for this customer ie; writing scripts, recruiting advertising, thinking of segments etc. If this customer doesn’t like it, or wouldn’t go, or have any interest in that topic or conversation then it is not part of the radio station program. A very powerful filtering tool to stay on point.
For a brand refresh having a deep understanding of your target audience is a huge advantage when briefing a creative agency as they will pitch the creative at that customer.
Want to know more?
At Sodablue, we specialise in building customer profile strategies to bring sales growth from existing customers, new customer acquisition, and build long-term brand equity. We offer consultations or workshops to help businesses build these profiles in a meaningful way.
If you are wanting your brand to be 'set apart' and or you are getting a bit stuck, feel free to contact us and let’s talk.
Otherwise for your ease and reference below are the 6 key steps mentioned in previous blog articles.
The 6 Critical steps to know before you brief a creative.
Step 1. Acknowledge the signs that a refresh maybe in order and start planning resources
Step 2. Start mapping out the brand strategy
Step 3. Know your brands difference and position in the market
Step 4. Make a promise you can deliver
Step 5. Create customer profiles for your target audience
Step 6. Write a brief for the creative agency
Blog written by | Karin Forster, Brand and Marketing Consultant