Creating a Brand for a New Business Guide to Creating a Brand for a New Business | Page 9

6

Ideal Customer

What do your ideal
customers look like?
Once you have a clear understanding of your
target market, the next step is to describe what
the customers in that market ‘look like’. Giving
your ideal customers ‘personas’ will help you to
gain a clear picture of your target audience and will
enable you to better understand their needs, wants
and concerns. This, in turn. will help you to develop
a brand with associated visual elements that are
designed to appeal to your target audience.
To create these personas, look at the information
you have gathered about your target market and
then describe the customers in that market in as
much detail as you can. This will, for example,
include things like age, sex, marital status, job title,
etc. The exact nature of the information you need
to consider will depend on who your ideal customer
is. For example, customers of a large professional
services firm will have a different persona to a local
boutique.
Remember that your ideal customer may well be a
company rather than an individual. In this case you
can consider what it would be like if it was a person
and thereby give the company a persona.