1. Who is your customer?
We’re going back to the very basics. But we always benefit when we go back to the very basics. We need to know our customer. Who we want our customers to be.
We’re all customers. We can all think of brands that say something to us with their name — quality, reliability, experience. The name of your company must resonate with your customer in the same way. It needs to be attractive to them. To make sense to them. They need to trust you. You want to demonstrate to your customer that you are a trustworthy brand. That you can be a part of their story.
A lot of companies make the mistake of placing their company as the hero in their customer’s story. They focus on their own story, how they are the market leaders, that they have the answers. What we want as customers isn’t a hero, it’s a guide. We want a company who can help us to be the hero of our own story. When we buy beauty products, for example, we want someone who can help us to choose the best products for us – who can guide us.
We have to be able to show a customer two things:
Empathy – I understand you
Experience – I can help you
We want to choose a name that will say this to our customer. We can only do that by knowing our customer in the first place.