Unique identity appeals to intended customers
Identity attracts target customers to the enterprise and they express their affinity and loyalty by identifying with it. This notion of 'building a fan base' around the business can be seen in the emotional and symbolic connections which people form with creative enter¬prises, from the Rolling Stones 10 Harry Potter. This identity is jointly enacted and the business therefore needs to create ways which enable customers to identify symbolically with it ('wear the T-shirt').
- Who are the target customers of the business?
- What perception or message are they intended to form of the business?
- What is the 'personality' of the business? How will the business make itself memorable?
- How will the customer identify with the business ('join the fan club'), by relating to its
values and personality?
- What motivates the customers to maintain their identification with the business?
Creative product meets market need or opportunity
The acquisition, consumption or experience of the product by the customer is a symbolic act which expresses a cultural or emotional need. However the enterprise must find ways to inno-vate and to engage the customers with new product ideas which retain their interest and loyalty.
- What is the existing need or emerging opportunity which the business will fulfil?
- What experience, service or product will be offered to meet this?
- Why will the target customers want to experience, consume or buy the product?
- How can the customers experience and interact with the product?
- What is the symbolic or cultural value to the customers?
- What makes the product unique and different from alternatives?
- How will the business keep in touch with customers' changing tastes and demands?
- What new product innovations can be introduced to maintain customers' interest?