When talking about how to develop your customer identity, the first step is to understand your customer base and learn how you can better interact with them. For example a Office Cleaning Tewkesbury company will want to identify whereabouts in Tewkesbury their clients tends to be based, what work they do and what their age and gender is, so that they can build up a profile of the types of people that use their services so they know who to market to in the future.
In addition, if you do not understand who your customer is, how can you be sure that your message will ever reach them? You cannot develop your customer identity based on assumptions or guesses; rather, you need to use measurable data and careful analysis in order to identify what kind of customer you are speaking to then address the issues that they bring up.
When you understand who your customers are, you can then make sure that your marketing content is directed toward them. You can also avoid using marketing messages that might appear to be directed at a completely different audience, but which are actually aimed at a different target audience.
For instance, if you are aiming at an audience of senior citizens, you should not send out press releases or commercials that contain language or images that might be offensive to them. Rather, you need to focus on using vocabulary and cultural references that will appeal to them and then build your message around these cultural references and language.