The "Our Customers" section of your strategic plan encourages you to think about and reflect on what your brand promises to bring to your customers and how you may effectively achieve this. It also requires you to think about who your ideal customer might be.

There are 3 main components to the "Our Customers" section.

1. Brand Promise

2. Brand Promise Measure

3. Core Customers

Your brand promise what you are communicating to your customers that you do for them. When creating your brand promise, try to think of ways in which you can differentiate your business from others. It is important that you uphold your promise as any deviation from this could tarnish the reputation of your brand and affect your sales tremendously. Here's an example:

This is where you list the Key Performance Indicators (KPIs) which will determine whether or not you are holding up your brand promise. This means that depending on the KPI, an increase or decrease of what is being measured will suggest either a positive or negative change. Here's an example:

Understanding your core customer is a very important process. This requires you to do a lot of digging and thinking about certain factors such as their basic demographics such as age, sex, etc., as well as social and or political interests, their preferred occupation(s), socioeconomic status, and so much more. This process can and should take a lot of research to find out. You should essentially be able to describe everything about your core customer and understand them better than even your best friend! Your core customer is someone who is most likely to recommend, refer, and support your brand. Here's an example: