Who is your customer?

You’ve probably heard it before: “Know your audience.” And it’s true, understanding who you’re selling to is one of the most important parts of running a successful business.

But here’s where it gets interesting (and occasionally problematic)…

Why knowing your customer matters

When you truly understand your customer, you can:

• Tailor your messaging to speak their language

• Solve real problems (not assumed ones)

• Build loyalty through genuine connection

• Make smarter decisions across product, pricing and positioning

It also makes communication ten times easier. Even if you’re not always speaking to them directly (maybe you’re influencing someone who makes the decision on their behalf) knowing what drives your customer shapes how and where you show up.

(P.S. We’ve written about this in more detail over on our marketing blog - worth a read if you’re curious.)

Whether you’re running a team of ten or a large private corporation, this applies across the board: the more you know about who you’re trying to reach, the better you can serve them.

The rise of ‘Customer Avatars’

Some major brands go all in on this. They don’t just define their core customer, they give them a name, a job title, and even a favourite coffee order.

You’ll hear things like:

"Would Oat-Latte Olivia forgive bad service because we used recycled packaging?"

“Would 'Busy Working Dad' Dan find this app intuitive?”

Believe us, we’ve been in those rooms...

And yes, this technique works because it creates clarity. It puts the customer in the room, even if they’re not physically there. Decisions become more focused, and teams stay aligned.

But here’s the problem…

While it’s great to have a clear idea of your core customer, this can backfire when taken too literally. Over-fixating on one type of person - along with being subjective to each individual - can lead to:

• Narrow thinking – You miss out on new or unexpected audiences who could love what you offer

• Missed growth opportunities – You assume your existing customer is your only customer

• Stale strategy – You stop innovating because you’re trying to please a static character profile

Let’s not forget: people evolve. Markets shift. What worked for “Dan” two years ago might not resonate now, and it might not even be relevant next year.

Real-world reminder: You can have more than one

At She Consults, we’re a great example. We work with small business owners (often founders juggling all the plates) and we also work with leaders of much larger organisations, like private schools or healthcare businesses. Both are our ideal clients.

Both need different things from us. But both benefit from the same strategic clarity.

We’ve also recently worked with a private doctors’ clinic who serve a wide and diverse group of customers. Knowing that, rather than ignoring it, helped us shape messaging and service delivery that truly worked across the board.

Leave space to be surprised.

So what should you do instead?

1. Start with a core customer - But don’t stop there.

2. Use data, not just imagination – Look at buying patterns, feedback, engagement

3. Create customer profiles, but plural – Your business likely has more than one

4. Review regularly – Your ideal customer will grow as your business does

5. Be inquisitive – Leave space for surprise. You might find a whole new audience you never planned for

Too long and didn’t read (we’re not offended, much)

Here’s a very quick summary as to why you need to know your customer...

Knowing who you’re talking to is powerful. But don’t let it limit you. The best businesses stay rooted in customer insight and open to change.

At She Consults, we help brands define their audience without putting them in a box. Because good strategy learns and keeps evolving.

Want help defining your customers? We’ve got you.