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4 Questions to Build Your Brand Soulmates

Mar 03, 2019 Karen Cummings View all posts by
Karen Cummings
building your brand

Identifying and building out your Brand Soulmates™ can be the most underrated part of a brand's marketing strategy. Many entrepreneurs will dream up their ideal customers during the early stages of opening their business, but very few people actually put pen to paper and do their due diligence to build these bad boys out.

But, here’s the thing - understanding your Brand Soulmates™ is what allows you to create an emotional connection with your prospects and ultimately increase sales.

Knowing your ideal audience, like you would know your best friend or partner, is what empowers brands to create marketing campaigns that actually work.
Brand Soulmates is our loving term for what is commonly referred to as buyer personas, avatars or simply ideal audience. They are a fictional representation of your ideal customers--and we have to admit, we're slightly obsessed with creating these.

Benefits of Creating a Brand Soulmate

A well-researched, fully developed Brand Soulmate allows you to create products, content, sales strategies--really anything--with intention and results.

Don’t believe us? Check out what HubSpot has to say about it.

Creating your Brand Soulmate™ :

  1. Equips you with the knowledge to develop messaging that is going to make your ideal customer say 'wow, this really speaks to me' or even better 'holy cow, this is exactly what I need.'
  2. Enables you to stay focused with your marketing strategy, digital channels, promotional campaigns and more
  3. And possibly most importantly, empowers you to say NO to the individuals that won't be a good fit for you

It takes work to create soulmate profiles that allow for this level of success - which is why so many entrepreneurs fly past this as they're focused on building out their service or product, launching their business and running the day-to-day.

But we can help you make some significant strides in creating yours, simply by evaluating the four elements we list out below. 

How to Create Your Brand Soulmates

There are four crucial elements to creating a Brand Soulmate. While these are just the beginning - there are many more questions you can dive into to form a fully-fledged profile for your ideal audience - this will get you well on your way. Let's dive in!

A Day In Their Life

If you loved creative writing in high school, or if you founded your business (or joined the company) because you authentically believe that what you're offering is making the world a better place, you’re going to love creating your Brand Soulmates.

This first exercise is the easiest: start by envisioning your dream customer.

Imagine that every single customer was the best customer you could ever have. This person is the individual whose life is going to change thanks to what you've created. 

BASIC CONSIDERATIONS: Is your ideal customer male or female? How old are they? Do they have a family? What industry do they work in (especially if offering a B2B solution, dig into the professional side of your soulmate)? Take this another step and answer 'why' to each of the previous questions. 

NEXT LEVEL CONSIDERATIONS: How do your buyer personas spend their time? What do they really enjoy? What do they dislike? What other brands might they love? What routines, rituals or habits do they have? Who inspires them? What values do they have? What's important to them personally and professionally? What are their personalities like? Are they sarcastic and witty or serious and professional?

What’s Their Deepest, Unspoken Desire?

Okay, your Brand Soulmate™ has started to take shape. You feel a little more connected to them, and are starting to view them as the individual he/she is, rather than a mass audience of no ones.

Now ask yourself: what does my Brand Soulmate really want?

Get specific. For example, knowing simply that your Brand Soulmate is “hungry and tired after work” is probably not good enough to allow for a good message or positioning -- but understanding that they want to “eat healthy, home-cooked meals that don’t take a ton of time so they can feel good about themselves and their homemaking skills” is much better. See the difference? You went from someone who's going to opt for McDonald's to one that subscribes to Blue Apron. 

To help you get to your offering's core benefit, and the unspoken desire of your soulmate, it's helpful to follow the 3 Why's Approach. Start by stating the obvious 'want'. Then ask yourself 'why', then ask 'why' again...and so on. Until you uncover that golden nugget that you are confident will drive your soulmate to action.

What’s Holding Them Back?

Without obstacles, we’d all be fit, genius, uber-efficient millionaires. But since the world, and our lives, are sprinkled with challenges, we often have to work incredibly hard to get to where we want to be. This is where you come in. Your solution is going to change that for them, but first you need to truly understand not just what is standing in their way of taking action, but what do they think is standing in their way. Speaking to their hesitations and knocking down their barriers, is going to help you streamline the buyer's journey and get more happy customers!

CONSIDER: Do they not have the right tools? Are they lacking the time or money they (believe) they need? Do they not possess the knowledge they need? Are they lacking confidence in their decision-making? Are they stressed, frustrated or overwhelmed by anything? Do they not understand their options? 

How Can You Help?

Now that you've created a solid foundation for who your Brand Soulmates are, what they want, and what’s standing in their way, it’s time to consider: how can you solve their problems and help them get what they want?

CONSIDER: Start with your brand why (mission, vision, values) and work from there to touch on your how (processes, frameworks, strategies) and then your what (products, services, features). Most companies create their plans in the reverse of this flow and, because of that, their message and positioning lacks power and fails to drive emotional connection.

A well-defined Brand Soulmate should influence everything from the types of products or services you offer to the email subject lines you choose when you send out that next email newsletter. 

Everything you do from this point forward should be tailored to your Brand Soulmates


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Karen Cummings

About The Author

Karen Cummings

Karen founded her first inbound marketing agency in 2011 and has been passionately delivering high-impact results for health & wellness brands ever since.

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