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Step 1 Brand Strategy – How to Create a Customer Empathy Using Online Branding Tools

In this activity, we challenge you to step outside yourself and step inside the minds of your ideal customer. Ask yourself, what words do they use? What do they say they need from you? What are their emotional needs? What do they want to buy from you? Write out an exhaustive list of their hopes, fears, desires and dreams. Then once you can’t think of any more, move down to the next brainstorming activity where you will be connecting the dots. In the second Brainstorming Question section below you can put your expert back on again. This is where you connect their wants with what they need to buy from you.

What does your customers want to buy from you?

  • What solutions does your customer ask for?
  • What do your customers fear?
  • What do your customers have concerns about?
  • What problems do your customer encounter?
  • What goals do your customers have?
  • What dreams do your customers have?
  • What does your customer fantasize about?

TIP: Use your customers exact language (not yours).

What does your customer need?

Now you can put your expert hat back on and look back through the previous list.

  • What products or services do you provide that helps customers overcome their fears or concerns?
  • What products or services do you provide that helps customers achieve their goals or dreams?
  • What products or services do you provide that will help your customer live their fantasy?

Now you can go back through your lists and create brand messages that includes what your customers say they want and what you know they need. The brand messages can be used as headlines on your website, email subject lines, video titles and scripts, blog article headlines and so on.