Defining your target market is certainly important, but gaining an intuitive understanding of who they are, what they do, and what they think is an essential step to building a strong brand. We have outlined the process we use at Concept 21 to help gain this critical insight.
We find that this is best conducted as a group exercise and suggest utilizing a large whiteboard, as ideas should be expressed visually and documented for reference at a later date. Don’t forget to be highly specific and detailed when analyzing your customer. Allow plenty of time to complete this exercise and revisit it a few days later, as it requires proper time to digest all of the aspects. Enjoy!
Start with defining who your target consumer is. Here are a few questions to get started:
- Who Are They?
- How old are they?
- What do they wear? What type of fashion do they embody?
- What car do they drive?
- Where do they hang out? Where do they eat?
- What do they do in their spare time?
- Which celebrities and bands do they admire?
- Where do they live?
- What is their occupation?
- What are their personal goals?
- Who Are They NOT?
In this process of creating a real and human consumer, remember that everybody has likes and dislikes. For this reason, it is equally as important to address the personality traits your target consumer does not embody.
- What clothes would they never wear?
- What music do they avoid?
- What are their pet peeves?
- What kind of people do they choose to avoid?
- What activities would they never do?
Once you have brainstormed all the words and images that answer those questions, start to organize and categorize them. Then, narrow it down to a list of your top ten most relevant words that fit within your company’s goals and help you to truly understand the brand’s voice and market. Again, it is important to trim down and pick only the most significant attributes because if you target everyone, you end up reaching no one.
We believe that this process is highly important, as it will inevitably impact your messaging, branding, design, and channels used to promote and sell your product. Proper time must be dedicated to defining your customer and should be a collective effort with the key stakeholders and leadership within the brand. For a more in depth exercise, consider utilizing the The Value Proposition Canvas