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Getting Personal
Successful brands have strong relationships with their customers. They know their customers intimately and what really motivates them.
Take Best Buy's customer "centricity" strategy for example. Not only has the retailer defined their key customers, they even have names for them! Here's a few: Barry (affluent tech enthusiast), Jill (busy suburban mom), Buzz (young gadget fiend), and Ray (a price-conscious family guy).
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Start Here:
1. Know your customers. Who are they and what are their needs? Talk to them. Get to know them.
2. Identify the money trail. Generally most of a brand's profit comes from a small group of customers. Who are your best customers?
3. Create brand value. Your brand must provide a unique and meaningful benefit. Its message must strike a nerve with the customer.
4. Improve the relationship. Your customers need to know and feel comfortable with your brand. For best results, tailor your message and tactics for each customer type.
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