Brand & Audience Design. A pre-framework for indie consulting firms.
A question from fellow Shipper Matthias Bohlen set my brain on fire:
How do you discover the audience you want to serve?
You don’t. You design it.
Design An Audience?
In this context, we can call them customers, buyers, audience. The ones you intent to serve.
In “The Practice Of Management”, Peter Drucker defines that it is the customer who defines what a business is. It goes from “having a theoretical want to make it a market (to create customers) by action”.
“It is the customer who determines what a business is. For it is the customer, and he alone, who through being willing to pay for a good or for a service, converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance — especially not to the future of the business and to its success. What the customer thinks he is buying, what he considers “value,” is decisive — it determines what a business is, what it produces and whether it will prosper. The customer is the foundation of a business and keeps it in existence. He alone gives employment. And it is to supply the consumer that society entrusts wealth-producing resources to the business enterprise.”
The Event That Catalyzes It All
Creating customers is how you can better serve the audience you seek to help. What a business (and any new venture) is — from the customer’s perspective — , is the definition of brand.
In words of Marty Neumeier (THE brand guy)
“A company creates customers, customers build the brand by telling their friends and the brand sustains the company so that the company can create more brands.”
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