When someone walks in to your shop, makes a phone call or emails you, who is that person? How old are they? What job do they have? Where do they live? Do they have a family or are they single? Whats their favourite food?
All these things are important elements to think about. The more you know about who you are selling to the more you know if you are selling them the right product or service and delivery that sale in the correct way.
Does your customer like to walk into a bricks and mortar shop and browse the shelves? Or do they prefer to look online in their own time?
Does your customer make the buying decisions for their family or just for themselves?
When you can answer all these questions you will have a very detailed and accurate picture of who your customer is so when it comes to making choices on marketing and branding you know exactly who, how and why they are buying.