From the course: Create Your Brand Message Strategy
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Discover your customer's perspective
From the course: Create Your Brand Message Strategy
Discover your customer's perspective
- Empathy, one of the most powerful marketing and branding terms today. Empathy can be loosely defined as the ability to walk in someone else's shoes, to see life from someone else's perspective, to understand what your ideal customers need to see, hear and feel from their perceptive in order to choose you. The problem is we often make assumptions about our audience. We may create buyer personas and avatars based on what we think we know about our customers, but it's based on assumptions rather than really stepping into the shoes of those we want to serve. The result is a communication gap between what your brand message is saying, and how it's coming across to those you want to influence. The only way to close the gap is to truly understand what your ideal customer needs to see, hear and feel from their perspective, without assumptions or judgment. We often build a business that solves a problem we can relate to. So…
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