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Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless to say, none of them is addressing the real consumer, thus the brand is not communicating effectively.
It’s a common mistake in the brand building process: you have an idea, develop a concept and create a consumer profile without getting feedback from potential customers. So, how to avoid the trap? Start with a demographic, choose a few people and go talk to them! Present your ideas and show product prototypes. Ask how they feel about it, what are the issues they have, the solutions they would suggest and try to understand the emotions and attitudes they express.
In the end, you may realise that your ideal target simply doesn’t exist but there is a whole new market to explore and be focused on. So forget about the ideal customer and go find the real one!