How well do you really know your customers?
“When you try to attract everyone, you will end up attracting no one”. For a business and fashion label, you really need to know your customers. And in this topic, I’ll explain why you should know your customers and what are the benefits when you do.
Why does your brand exists?
Brands exists for many reasons, but for customer oriented brands, the reason is usually to solve a certain problem. Problem can be pretty much anything. Price, availability, design, purpose and so on.
When you have your brand and the reason why it exists, you should pretty much narrow it down, to whom your brand is meant for. Let’s say you’re graphic designer, making cool, urban pattern designs for casual wear such as t-shirts, sweatshirts, tracksuit bottoms etc. And your designs are modern and chic – attracting urban city citizens, who like to wear casual clothes with very unique and modern masterpieces on their clothes.
The reason your brand exists is because you want to turn casual wear into something interesting. Perhaps with limited availability for those who want to standout. And so you wait for your first order to come through. You might get few of them, but otherwise the business is slow and quite nonexistent. Why so?
You’ve done your homework:
- You have working ecommerce
- You’re social on social media
- You’ve set up few advertisements
- You might have even visited a trade show – but you’re still unable to do this fulltime for living.
Problem is, that it’s more likely that you’re trying to please as many people as possible, without narrowing it down into a specific niche.
Continuing with the same example brand above, it means you can start narrowing down by either looking into your website and social media analytics or sitting down with piece of paper and start writing down as many details as possible about your ideal customer.
Knowing your niche
There are several ways you can find your customers. But truly knowing them is a skill you need to learn. The main point is, that it’s not impossible to find people who will want to buy and wear your products. The hard part is knowing and understanding those customers.
In online Business Dictionary is written that niches do not ‘exist’ but are ‘created’ by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them. As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond. It’s about concentrating all marketing efforts on a small but specific and well defined segment of the population.
What does that mean? What do you need to do?
First thing you need to describe your customer. For example:
- Male, 24 year old
- University student, nearly a graduate
- Works part-time in an office as an assistant
- Lives in shared apartment
- Goes out on weekends
- Does occasional workouts
- Shops online in the evenings before going to sleep
Next you need to create even more specific niche, let’s say in one sentence:
- Male , architecture student who spends most of his free time at home and likes to wear casual clothes which reflects his career, personality and love for unique design.
Using that one sentence and information above, you can start creating a world around that person. You can design your brand and website which can attract someone who’s interested in architectural designs. For instance making your clothes look like 3D architectural drawings, adding elements of student life (such as visual images of people studying) as well as their future (editorials taken in buildings which are interesting).
You’ll learn about your niches shopping behaviour, but in example above, I wrote that the person shops online in the evenings before bed. How can you use this information making it beneficial for you?
You could schedule special social media posts and your advertisements during those hours. You can also plan the tone and atmosphere of your brand to focus on people who are more likely tired, but not ready to go to sleep just yet.
What colours would you use? What post type should you make (video, image or text)?
It’s a learning process, but you can also create a niche by looking at market gaps and positioning your brand somewhere unique. in addition to that, you need to be consistent with the way you try to build relationship with your niche. Don’t expect them to find you first. When you do approach them, everything your brand stands for, everything you promise and the way you communicate has to reflect the needs, the wants and the expectations of that particular segment.