Who is your Customer?

It seems like a simple question. Do this quick exercise to clearly define who it is you’re targeting so you can better tell your own brand story and build your business.

As part of our “Building Your Brand Story” series, based on a method developed by Donald Miller, we will be walking through how you can define your own brand story, understand your place in your customer’s journey and better position yourself to be their next call.

The Goal.

Your goal is to create your elevator pitch and answer that question, “What do you do?” within a few seconds. You’ll be answering:

1. What do I offer?
2. How will what I offer make other’s lives better?
3. What do they need to do in order to hire me for these services?

We start by looking at the hero of your story – the Customer. Let’s identify them and find out what it is that they want.

Know Your Customer.

Work through the basics of identifying your customer by answering these questions:

• What job do they have? What do they do there? What’s their title?
• What age are they?
• What’s their income level, education, general lifestyle?
• What type of business do they run? What size? A specific industry?

Now, get in their head. 

• What problems are they trying to solve? 
• Where do you fit into that process?
• What can you do to make them look like a hero?
• What can you do to make their life easier? Better? 
• What reduces stress for them? 

Fill that void.

Fill the gap between your customer and their problem. 

I used to play with the metaphor that our clients were a fantastic black dress at the party and we were the accessories that made it the outfit that everyone talked about. We took that project over the edge, made it stand out and put it in the headlines and the top of the social feed. Whatever role you play for your clients in solving their specific problem or set of problems, be the solution. 

Your customer is the hero. You are the solution. Be the must-have accessory they need.