Put Yourself in Their Shoes (A Branding Exercise)

One of the most important things you can do when creating a brand or marketing your business is to put yourself in the shoes of your customers. Literally, it’s time for us to go for a walk in their shoes! I want to take you through a powerful exercise that will help you understand your customers on a deeper level and give you valuable insight into their perspective when it comes to your business.

After all, branding is about creating a meaningful connection between your business and your customers. In the end, your brand is the perception of your business in the minds of your customers. It is how they see you.

So, let's get comfortable with their vantage point so that you can connect with them at a deeper level and make sure you're not missing anything important that would be of service to them. This exercise is best completed while walking. If you can, print off this post or take your phone outside. Use the recording device on your phone to record yourself as you read the sections below and describe the scenes.

The results of that can be incredibly powerful. If you can’t go for a walk, that's ok. Keep going on the sections below and let your imagination run wild. If you'd like to create a customer avatar before this exercise, check out this post first.

READY? LET’S HIT THE ROAD!

It's a brisk day outside but the sun is shining. The air is crisp and the trees are merely winter silhouettes. I want you to put yourself into the shoes of your dream customer.

RIGHT NOW, YOU ARE THEM. YOU ARE WALKING DOWN THE STREET. I WANT YOU TO LOOK DOWN AT YOUR FEET.

What kind of shoes are you wearing? What kind of clothes do you have on? Where are you now? What are you in the midst of doing? Where are you walking to? Describe The Scene: (Give as much detail as possible.)

NOW, IMAGINE THAT YOU HAVE A SPECIFIC PROBLEM, NEED, OR DESIRE AND A BUSINESS CAN HELP YOU WITH IT. (YOUR AWESOME BUSINESS)

Where will you look to find it? Would you pull out your phone and google it? Would you walk over to a shop that you've seen or that a friend as told you about? What is it specifically that attracts you to this business compared to others that offer the same service?Something catches your eye and draws you to it. What is it? Describe The Scene: (Give as much detail as possible.)

NOW, I WANT YOU TO PICTURE THAT, THANKS TO THIS WONDERFUL BUSINESS, YOU ARE ONE HELL OF A SATISFIED CUSTOMER.

How did they make you feel this way? What surprising details did they add to their product and service that really wowed you? Describe The Scene: (Give as much detail as possible.)

FEELING GOOD? NOW, IMAGINE THAT YOU ARE OUT FOR LUNCH THE NEXT DAY WITH FRIENDS.

What do you tell your friends about your experience with this business? What stands out in your memory? Describe The Scene: (Give as much detail as possible.)

WELCOME BACK! HOW WAS YOUR WALK?

I'm always amazed what clients come up with during this exercise. It is a great pre-branding and marketing exercise and it is also a useful tool if something specific is not working in your business. Turn it around and empathize with your customers experience. If we get too stuck in our own perspective, we might miss out on simple opportunities to go above and beyond our customers expectations. By understanding and empathizing with the reality of their lives, we can craft a great brand experience just for them and that is the heart of any great brand.