Post on 17-Aug-2015
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A Face In The Crowd Gerard Tannam
www.Islandbridge.com
Part 1. How A Brand Works
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In Our Experience…
Success in the marketplace is down to our ability to influence choice.
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Purpose Of A Brand?
To make you the natural choice of your customers.
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Purpose Of A Brand? (2)
To help customers choose what’s just right for them.
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How Does A Brand Work?
“A brand influences choice by standing for the relationship between the buyer and the seller.” Islandbridge, 2004
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Part 2. The Customer Bullseye
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Who Is My Bullseye Customer..?
Ideally, my best customer is one who: Needs, Wants & Values what I have to offer & is Willing & Able to pay for it.
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My Customer Bullseye
• Gender
• Age
• Occupation
• Family status
• Residence
• Education
• Hobbies, holidays & preferred activities
• TV / radio programme(s), music, favourite film etc
• Personality traits
• Worldview
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Who Wants Ice Cream?
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Who Wants Ice Cream?
• Rachel, aged 25
• Office job
• Clothes-mad
• Athletic (Tennis & Gym)
• College graduate
• Round-the-world trip
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My Customer Bullseye
• Means no more selling to ‘Everybody’
• Offers a starting point for relationship
• Makes and keeps it real
• Focuses my attention on core of market