Our world here at Who Buys Your Stuff, is all about bringing online brands closer to their customers. This is the start point for us - period.
Above all else, before you and your team go on your next journey and begin talking about strategy, or the next big campaign, or range build, or new hire, or where to focus the next round of funding, you’ve got to figure out who is actually buying your stuff. We’re not talking about who you should target next, we’re not talking about the assumptions team members have of who it is, we’re talking about knowing the person - who is actually buying your stuff.
As a business/brand, your job is to make sure that you’re building things for someone who will find relevance, engage, buy and champion what you do. So, you’ve got to make sure you know who’s buying your stuff, when building anything - content, all the way through to strategy and products - everything.
The flip side is, you spend all your time in meetings, planning and building and spending capital, around an assumption, an amalgamation of opinions and hoping that what you put out sticks. But this is leaving it to chance. Another way of putting it, is like taking your brand to a poker table - good luck with that.
Know who is buying your stuff, as an online brand you have the data, now it’s time to use it, build a quantifiable profile of the person who’s buying your stuff and then get teams marketing and building products with the customer in mind.
1) Before you do anything else, find out who is buying your stuff - Customer.
Once we form a clear and quantifiable profile of your customer, we naturally begin thinking about your Category, the second C.
What’s a category? It’s a brands positioning i.e. lifestyle, energy drinks, travel, outdoor, cycling etc.
Brands have to understand their category, it is fundamental to getting more things right and less wrong – being able to scale, find focus, make better decisions and better understand your brands direction – it’s vision.
There are a lot of brands struggling with their category.
We believe that customers buy categories first and brands second. We’ll say this again, we believe that customers buy categories first and brands second.
We’ll give you a couple of examples:
Example A: Your going on holiday, you’ve booked your ticket and now all you need to do is spruce up your holiday wardrobe, when you notice that your swimming costume/bathing suits are far from suitable. So you begin the process – I need a bathing suit, a fashionable one piece – once this decision is made, you begin to think of the brands that are in the space, of fashionable one pieces. Customer buy categories first and brands second.
Example B: The family car is getting old, the family has got bigger and you just got a new job that is paying more. So you’re thinking something safe, perhaps an estate, but you also want to treat yourself with a little added sports package, so you think perhaps in the category of estates with sport packages and then begin to shop around for the brand that tickles your fancy. Category first, brand second.
If you don’t believe us, try it yourself. Think about your next purchase, think about what you need – food, clothing, evening out, camera, whatever and think about the process you go through, we guarantee it will be category first, brand second.
So back to brands knowing their customers and their categories. If you’re a brand struggling to get it right, you may want to start with something as fundamental as understanding who is buying your stuff - your customer and once you know this, imagine understanding your category and then showcasing this to the person who’s buying your stuff?
Customer + Category = every brands starting blocks.
Who buys your stuff,
Ernest and Gregor