You've identified your customers, both internal and external. Fantastic! But here's the thing: they're not all the same. Your brand is the main dish, and your customers are the spices that add flavor.

​Some are sweet, some are savory, some are fiery. To create a truly memorable experience, you need to know how to blend these diverse flavors, understanding the unique tastes of your audience.

Imagine two customers: one, eyes lit up at a sale sign, grabbing a bargain with a quick, transactional satisfaction.

​The other, glowing with pride after supporting a local cause, feeling a deeper connection to a business that shares their values.

Both are valuable, but their 'why' is worlds apart. One is drawn to the immediate reward, the other to the long-term impact. One sees a product, the other sees a purpose. Which customers are you nurturing?

What about employees? Well, they can be driven by monthly paycheck and/or yearly bonus or they can be driven by being part of a bigger purpose.

We've all been guilty of it: laser-focus on the paying customer, the one with the wallet. But what about the person who keeps that wallet full? The one who makes the magic happen behind the scenes? Let's go deeper and uncover the 'real' customers who shape your brand from the inside out.

​We've all heard the classic example: a mattress company isn't just selling mattresses. They're selling a good night's sleep. But what about your business? Are you truly tapping into the core value you provide? 

Think beyond the tangible. It's easy to get caught up in the features and benefits of your product, but customers are buying more than just stuff. They're buying a feeling, a transformation, a solution to a problem, their problem.

Example 1: The Mattress Company
They're not just selling springs and foam. They're selling comfort, rest, rejuvenation, and the promise of a good night's sleep. A good mattress is an investment in well-being, not just a place to lay your head.

Example 2: The Coffee Roaster
They're not just selling roasted beans. They're selling the aroma that fills your kitchen, the ritual of the morning, the energy boost to conquer your day, the cozy feeling of connection with friends over a warm cup. They're selling a moment.

​The Takeaway: What emotions does your product evoke? What problem does it solve on a deeper level? Tap into those intangible benefits, and you'll connect with your customers on a much more meaningful level.

Services are even more about the intangible. You're not just executing a task; you're providing expertise, peace of mind, and a solution tailored to your consumer's unique needs.

Example 1: Financial Services
It's not just about balancing the books or managing investments. It's about providing financial clarity that leads to mental clarity, a sense of security that allows the pursue of dreams. It's about building a future, not just crunching numbers.

​Example 2: Technological Services
It's not just about software solutions or coding prowess. It's about streamlining workflows, fostering human connection in a digital world, and empowering businesses to thrive. It's about making technology work for people, not the other way around.

​The Takeaway: What transformation do you provide? What burden do you lift? Focus on the outcome your service delivers, not just the process.

Identifying your "good mattress" and your "good night's sleep" will enable you to better craft your message to effectively reach and resonate with consumer. One is not better than the other because consumers value different things.

Share about your business and what you are really selling in the comments.