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Table of Contents
Executive Summary...................................................................................................................................1
Introduction...............................................................................................................................................1
Establishing the identity............................................................................................................................2
Understanding the ideal customer............................................................................................................2
References..................................................................................................................................................3
Appendix....................................................................................................................................................3
Executive Summary
Introduction
21st century is the evolution of technological advancement. Now internet access is easier
compare to previous years. As a result, people are spending more times on different types of
social platform. According to BTRC’s statement on January 2019 reveals that the numbers of
subscriber are 91.421 million. [ CITATION BTR19 \l 1033 ]. Hence, brands are shifting their
promotional activities from offline to online via social platforms. The numbers of user in
Bangladesh are more in Facebook (96.1%), Twitter (1.7%) and YouTube (1.43%) compare to
other social medias.[ CITATION Sta19 \l 1033 ] Apart from these three people are also using
Pinterest, Instagram, LinkedIn, Messenger, WhatsApp, Viber, Snapchat, IMO etc. Through
social media marketers are creating new brands to attract new customer, maintaining a fruitful
relationship which ensures the customer retention rate that confirms the sustainability in the
market. Recently, brands are more careful regarding their publishing contents towards their
customers as people are now more interactive due to this accessibility. Marketers are more
concerned about results due to the technological advancement. They can track the data, analyze
them and take conscious decisions for brands which was impossible in previous era. ( [ CITATION
tyr56 \l 1033 ]

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Establishing the identity
As a new platform marketer always need to establish their brand identity first on different types
of social medias. First of all, its important to decide the right page for potential customers align
with their products or services. For an example, Facebook has a large number of audiences for
which brands are promoting their goods mostly on this site. Brands are building their name,
typography, logo, colors, tagline and packaging to their audience. As a result, Brand identity
pulls in new customers to a brand whereas making existing customers feel at home.

To establish the brand identity, its important to determine the brand purpose and positioning.
Brand positioning makes the brand purpose actionable in the mind of target customers and
differentiating from the competitors. Another important factor is brand personality that should
reflect the brand’s nature. Based on brand nature it should have a specific voice and tone in its
marketing materials or other type of communications. A brand must come first, followed by a
logo matching, complimenting and improving the sign. It is a brand identity that most people are
visible to. It is important to go for a simple look to improve the chances of having a memorable
logo that promotes a strong emotional attachment. The color palette is related to the nature of the
logo. This should be easy as well, with only 1 to 3 primary colors. Learning some of the feelings
of certain colors will help to choose the right ones. Fonts are considered to be the most powerful
sectors. Brand design to be guided by a single primary typeface, and it should work well with the
logo and the color palette. It should be simple as well like the logo and the color palette.

Understanding the ideal customer

For a successful marketers, it is very important to identify the ideal customer and understand
them. Considering the following things can help us to understand the target customer and in an
easiest and efficient way to connect with them.

 Know target audience:

In order to know target audience, we have to create the profile of our buyers to identify our ideal
customer and understand them. There are many variables which can help us to create such
customer’s profiles. Some of the key variable can be: profile of ideal customer, their

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demographic characteristics (gender, location, ethnicity, etc.), buying habit and buying patter,
motivational factors for buying etc.

 The hour during which customer is more active:

We have to identify the active hour in which customers are online and active mostly so that we
can reach maximum ideal customers and connect with them efficiently. It will also help us to
draw the more attention of our customers since numerous posts, pin arrears on the news feed of
our customers’ every day.

 The content they like most:

By examining and identify all of the characteristics of the social media sites,the content target
customers are sharing on their social media profiles we have to create content that will have
strong effect on our customer i.e. to draw attention of the customer who search products mostly
on Instagram and Pinterest, we can add our product or services’ colorful photography, art and
design. To become successful in our efforts, we have to create content that matches successfully
with the content that our ideal customers are sharing in their social sites.

 Influencers whom our customers follow:

Now-a-days apart from media, customers are usually influenced by particular influencers (social
leaders, media or sports celebrities, motivational speakers, social workers etc.) for inspiration, to
make buying decision, information etc. To find these influencers that our audience follow, we
can use hashtags and search on particular topic in social media pages, group chat etc. To
understand our ideal customer better and to address their need successfully, we need to connect
with these influencers and interact with them.

 What motivates our customers to connect with us?

In most of the cases customer’s buying decision and consumption are usually driven by lifestyle,
a passion to connect with their desired community etc. We have to go through those blogs,
conversation in groups, pages related to our product or service so that we can understand our
buyer’s passions and design our content according to them.

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If we can understand the interests of our target buyers and address their needs accordingly, then
customers will start interacting with us and pay more attention to our posts which help us to
grow our business.

Rebuilding the brand:

 Clear communication channels

Establishing a clear communication channels in which customers can share their feedback is an
effective way to interact with customer and to gain their trust. In this age of communication and
marketing customers also want to be involved, interact, and co-create with us. We can engage
our audience by giving them opportunity to give opinions and share experiences with us.

 Authenticity and informational transparency

Authenticity is very important in online business since now customers are aware whether the
things they are buying really worth paying for it. Therefore it is very important just not only to
sell our product, instead explain its value to our customer. We can share and highlight our
services with product important and distinct features and how it can serve their purpose. When
we share any the new features of our product, we also need to be authentic and communicate
well with our customers to remain trustworthy.

 Anticipate customer’s changing needs or interest

Considering the fact that everyday a new product, new concept is taking place which influent
buyer’s interest and their need, we have to keep regular track of our audiences’ changing
interests and need. We can do some research and data analysis to understand what resonates
with our customers changing need, any the new contents which will be appealing and useful
to our customer and then narrow down our idea and design our content accordingly.

 Visual branding

Visuals i.e. videos, live-stream demonstrations, colorful images etc. always help to draw
attention and ensure more engagement of our customers in our content. In this case we need to
ensure that we have a consistent visual across our content that come up with a distinct feel and

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look. It means we have to ensure the same colors and fonts reflected in all of our images,
graphics and videos.

 Efficient customer service

Customer service is very important for any business to build trust and expand business.
Sometimes customer can be dissatisfied with our product, they may have any suggestion for
further improvement. Therefore it is our responsibility to consider their suggestion and take
corrective action accordingly. We have to ensure constant communication on daily basis on
social media as well as through our website and quick responses to customer’s queries which
will help us to gain more customer satisfaction and build customer loyalty for our business.

References
(2019, January). Retrieved from BTRC: http://www.btrc.gov.bd/content/internet-subscribers-
bangladesh-january-2019

(2019, October). Retrieved from Statcounter Globalstats: https://gs.statcounter.com/social-media-

stats/all/bangladesh/#monthly-201810-201910

Appendix

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