Last time we covered how to start defining your brand. Now it’s time to focus on your customers. There’s a lot to be learned from the people who are purchasing from you (or who you WANT to be purchasing from you). It’s important to focus on them the same way you’d think about your own brand. Let’s start with a few questions that can help clarify who your customer is. Think about your favorite person to work with.

Who is your ideal customer?

Where do they live and work?

Where do they spend time online?

What do they value?

What success are they looking for?

What do they say when they come to you?

What is their most basic need that you are meeting?

What is their emotional need? This might be a pain point they are experiencing and needing you to alleviate.

Also, consider where these perfect clients are hanging out online. Are they Instagram addicts or professional Pinteresters? What are they Googling? What hashtags are they using? Meet them there and lend your expertise when appropriate. For example, if you’re an interior designer, many of your clients are on Pinterest curating inspiration boards for their homes. Are you pinning your work there? Are you explaining your creative process and sharing that in your posts? They are looking for YOU. Make sure you’re where they are.

Next, we’ll talk about where you and your customer overlap. It’s a formula for success that can take your brand from “me too” to standout.