Branding A Walk in Your Customer’s Shoes

Branding A Walk in Your Customer’s Shoes

Human behavior becomes interesting when you start to think about why people do what they do. Branding a walk in your customer’s shoes is an important way to look at customer behavior to inform the strategy you chose.

Data affects how you communicate with your audience whether visual or verbal. Have you studied your customers to the point of knowing exactly what they want – before they do? You probably already know what TO DO to learn more about your customers but are you taking action and doing it?

Try this exercise.

Put yourself in the customer’s shoes. Try the “IF I” process. If I were _______ and _______ I would possibly be doing ______. Be a better “undercover brand agent”. Tag along through and take a tour through how the customer is experiencing your service, your product, your website, your packaging. Take a walk but try on their shoes first. This exercise will allow you to notice details and sink into the mindset and try to get closer to thinking like they do.

Next try to find the unmet, unknown and unspoken customer needs.

Track and note data such as what went well? What was off or missing from the experience? Why are they struggling? Why are they succeeding? What makes them happy? What makes them curious? What makes them tick? It is your chance to look at how people interact with your company, employees, virtual teams or processes. It’s your time to look at what could be better and solve those problems.

Judgment is part of your education as a business owner. If you want to really understand your audience and how to create something of value for them it becomes your job to know more than their age and gender demographics. Knowing the surface details are not enough. They do not think of themselves as a customer avatar, a client, a buyer and maybe you shouldn’t either. They are real people with likes, dislikes, opinions, and preferences.

Branding: A Walk in Your Customers Shoes

There is one other important factor I want to mention. It’s your intuition or some call it guts. When analyzing and applying the information to your brand choices you will want to consider something else that pops up from time to time – intuition. People these days are afraid to make decisions for fear of breaking the rules. I say, sometimes the rules are meant to be challenged. Trust your gut.

Jonathan Fields said, “intuition is data”. I believe this to be true. One shouldn’t completely rely on data alone. Collecting and analyzing data can be useful but also consider that sometimes you know the right choice from the place of your intuition. Your intuitive data might be telling you something different from that what it appears on paper. Trust your gut too.

Do you collect data from customers? How do you apply intuition in your business? Leave a comment below and tell me if you find this helpful?


Have you started a business or are you thinking about starting one?

This blog post is part of a series on business branding written for entrepreneurs by Andrea Robinson on LinkedIn Pulse. The links below will help you navigate other content you might be interested in reading:

SOS! I Started A Business I Need Help with My Brand

Brand Challenge: What You Do vs. What Others Think You Do

Brand Challenge: Make Selective Choices

Why “Fake It Until You Make It” is Terrible Branding Advice

Brand Challenge Who Are You Inviting In?

[Published on LinkedIn Pulse]


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Andrea Robinson is an entrepreneur enthusiast, visual branding + design strategist who believes that success is largely defined and attained by following your vision, doing work you love and working with people you enjoy. She is known for her ability to move calmly through crisis helping others tell their best brand stories since 2001.

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