Tuesday, February 27, 2018

Branding for Beauty: How to Create a Consumer Profile

Hey loves!
These past few weeks have been incredibly full and an absolute blessing. I traveled to Mexico to celebrate my sister's last couple months as a single lady, brought in my 27th birthday, then flew to London for yet another Beneath Your Beauty event.

I had a chance to catch up with a friend while in London (who recently launched a fashion label) and he brought it to my attention that I've been a business owner for four years *insert sweaty/smiley emoji* Truth be told, I didn't even realize it's been four whole years since launching Beneath Your Beauty and building my branding and marketing agency! God is so faithful.

One thing I wish I did when I first launched Beneath Your Beauty, is build a consumer profile. (I finally built one two years ago, and it's been so helpful in attracting a specific audience and making our content/events more niche).

What's a consumer profile (or persona)?
A consumer profile is a way of describing your ideal consumer (very specifically) in order for you to create content and/or products that specifically appeal to them. Creating consumer profiles will allow you to reach your consumers more effectively. Now, it's possible you have more than one type of ideal customer (maybe you have more than one focus area), so don't hesitate to play around and have fun when creating your consumer profiles! Without getting too much in depth, I'm sharing things to consider when building your consumer profile.

5 Things to Consider When Creating Your Consumer Profile:

  1. What she values: It's important to have an idea of what your ideal consumer values. This can honestly be anything. Maybe she values family time, saving money, getting to see the world, or equality. Making this determination will enable you to deliver content directly in line with her values.
  2. How she spends her time: Think about a day in her shoes. Where does she go after work?  How does she prioritize her time? How much time does she spend browsing through social media?
  3. How she shops (clothes, food, household): This is my favourite one because I'm an avid shopper. You're ideal consumer probably is too. Consider whether she shops online, in stores, (or in her friend's closets). What are her favourite stores? If you're building a fashion brand, where does get her fashion inspiration?
  4. Her current status (demographic): Where does your ideal consumer live? Is she in a particular age bracket? Is she employed or in school? If so, where? Consider where she works and how much she might earn (hint: this will help you determine your price points if you are selling any content/products).
  5. Her dreams and aspirations: It's also important to cater to the woman your ideal consumer aspires to become. Consider her hopes and dreams and deliver content that will help her reach her personal full potential.
These points might seem overwhelming at first glance. Don't be afraid to have more than one consumer profile (maybe you aspire to reach more than one type of person). You might also consider allowing your brand to evolve as your ideal consumer also evolves. Why is this all so important? Because in order for your niche content or product to have an impact, you have to identify a clear target. Click here to access additional resources and keep an eye out for more posts in this segment! 


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