The 'C' of your DTC brand
Forget your brand for a minute. Think of your personal life, and your own friend circle. Now you obviously don't meet all of them every single day. You probably live close to a few and end up meeting them more often, some you might call for coffee meet ups, one might be your perfect shopping buddy, and some might be those you like partying with.
Very naturally, this means that it's okay to enjoy different activities with different people and yet feel the same connection towards them.
How does this happen? This happens because this group has individuals with different interests and personalities, but shares a common set of values that resonates with you.
Now think of your brand and its product range. Different products will appeal to different sets of people. They may differ in terms of their demographics, their hobbies and personalities. But all these different target groups will be unified by their overarching values and beliefs. And that's what makes them choose your brand over any other.
Your values are meant to make your audience feel part of something bigger than themselves when they engage with you. They are meant to attract your loyal tribe.
Your products are meant to then provide solutions to the specific problems that this tribe faces.
Action Steps:
- Create product-wise buyer personas to map out the ideal user for each of your products.
- Map out the commonalities in these different personas. (example: they're all women, they're all outdoorsy, etc)
- Use those commonalities to create a brand buyer persona and identify your overlapping values ✨