Just about every part of your brand strategy comes down to knowing your ideal customer and the experience you want to give them.
You may be thinking, “Why focus on just one customer? Everyone can benefit from my product or service.” I hear you, and I understand your hesitation! But when you’re super clear about who your ideal customer is, here is the good stuff that happens.
You create “This is for me” moments. The best brands are for someone, and that someone recognizes it as being for them – like an exclusive club where they belong. And if you want raving fans who LOVE and identify with what you’re doing, and what you stand for, you want to build a brand that not everyone loves – some people will say you’re just not for them. And that’s okay. Uglydolls may be not for you, but they are for someone, and that's why they've earned $100 million+ in revenue.
You spark curiosity. When I happen across a business that appeals to my aesthetic, personality, and current situation, I immediately want to see and hear more – give me more eye candy! It’s a dopamine rush. That's one thing we all have in common – we all really, really like dopamine. I want to know what the business owner has to say to me, because they clearly understand me and know what I’m going through.(If you want to kill curiosity, make your content as generic as possible. Womp-womp.)