Customer Profiles are the first step of Brand Strategy development. They reflect the distillation of the most relevant insights from the planning process to facilitate identifying the number of distinct targets for positioning.
Why it matters:
- In the marketing planning process, priority customer segments and key decision makers (buyers and users) were defined
- These definitions need to be elaborated into insightful personas to enable tailored and relevant communications
- Decision makers with similar profiles can be addressed with common positioning and messaging, thereby providing opportunities for leverage and marketing economies of scale
The framework below is shown for a B2B brand. It can easily be adapted to B2C brands.
|Segment: Business Type|
|Relvevant Insights||Buyer / User Persona 1||Buyer / User Persona 2||Buyer / User Persona 3|
|Decision Criteria or Motivators|
|Information Sources & Influences|
|Brand Name Importance|
|Role of price|