Which Customer is “The One”?
By Levina Kusumadjaja
Every brand has a super fan. Every brand has a customer who is crazy in love with the brand and will not stop talking about it. This customer is someone who feels like their life will not make sense without the brand. They feel everybody should also love this brand and have the same life-changing experience they had when they first encountered the brand. They would stand first in line when the brand launches a new product or service, and they would flood their Instagram stories with shoutouts to the brand. Truly, the customer of every brand’s dream!
The good news is that this customer exists in real life and brands can find a way to connect with them. You can do this by digging into the core of the business to uncover the ideal customer or super fan persona of the brand. It’s just like figuring out the criteria for that guy or girl who could be “The One” for your best friend. In the case of a brand, it’s figuring out the customer persona who is “The One” for the brand.
The question now is how might you validate this ideal customer persona? Validation can only be done by talking to somebody else. You cannot validate an idea by talking to yourself, you need another party to share their thoughts about your idea. That’s why the easiest first step to take if you want to validate your ideal client persona is by talking to someone.
Find people who are like that persona, who might just be the ideal client. Reach out to them and ask them questions. What do they want? What’s stopping them from getting to where they want to go? And then reflecting based on their journey, where might the brand come in? What would be the most valuable thing the brand can give to them that will help them get to where they want to go?
Validating an ideal client persona is all about trying to understand the customer. It is not about the people behind the brand, but it is about understanding what the customers need. The conversations described above isn’t about you figuring out how the brand can sell to these customers, but it’s about the brand seeing life from the customer’s eyes and empathizing with their struggles.
Empathy is a big key because through empathy, you can see what the customers are thinking, feeling, and struggling with so well. Knowing this means you can then find the best way for the brand to help the customers. Every customer wants to be understood, they have been wanting to say. “Oh my goodness, you understand me. I’ve been waiting for someone to offer me this!” And when you find those people, they are most probably the brand’s ideal customer.
Cheers!
Levina
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About the author:
Levina is a writer based in Indonesia. Because of Melinda Livsey, she recognized the power of brand strategy for every creative. She is sharing about her learnings as she goes to help creatives have fun in their growth and journey of building brands. Connect with her on LinkedIn and say hi!