What is a consumer profile ?

Recently at university we have been learning the strategies used to create and effective profitable brand whilst whilst creating a the consumer profile the brand itself wants to be an ambassador of . I was recently listening to a podcast by the owner of one of my favourite brands Cole Buxton. In the podcast he talks about how he came about the brand , inspiration and how he wants the brand itself to develop into much more than a brand but a personality of clothing . In the podcast he mentions that the public are all ambassadors of the brands they wear .. he calls this the courser profile . Consumer profile is the biggest influence of a brand . A consumer profile can be built naturally through the techniques used by the brands content on social media advertisement , the style the brand is worn Into and the certain categorise of people used to represent the brand to the rest of the world all throughout social media platforms such as facebook , instagram, 21 buttons etc..

HOW TO CREATE ONE ?

Step 1: Identify Scope of Messaging Determine what your company or organization needs to communicate, to whom, and why. Are you trying to create web content that will appeal to a particular demographic? Are you promoting a new product or service? Are you trying to reach an audience that hasn’t been visiting your business as much as you would like? It’s critical you know why you are communicating before you can identify the characteristics of your audience.

Step 2: Research Target Market Recognize who your potential audience(s) is/are based on the scope you just identified. Research this audience to learn the following information, which will help you to know how they think, feel, behave, and react:Demographics (age, sex, income, nationality, religion, etc..)Geographics (geographical location)Pyschographics (attitudes, aspirations, and values)Behavioristics (habits, patterns, ways of behaving)

Step 3: Create a Realistic Persona Using the information you gathered from your target market analysis in step two, determine what a typical person in this description would look like. Create a realistic sketch of a person that falls into your audience. Determine age, race, and style, then find a photo of a person that is representative of that group , yes this does take to of time but that's the importance of a consumer and understanding them . Give the photo a realistic name. The goal here is to develop a very realistic person that you can imagine communicating to.

Step 4: Map Out Important Characteristics Develop features of your newly created persona that bring the person to life. Determine their personality traits and life experiences. Create realistic quotes and scenarios from their life. Determine what motivates them; to purchase or act; what discourages them from purchasing or acting; what their fears are; what they value; and so forth. There is not just one right way to do this, but be as thorough and descriptive as possible, while keeping the profile to a single page. Step 5: Design and Display Profile Design a one-page profile that will be accessible to your team. Often, companies will have several consumer profiles that hit on different types of people within their target market. Use the profile when making decisions about marketing collateral, website content, social media posts, and so forth. Imagine you are talking directly to the person you identified as representative of your audience.