Create & Grow Academy
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Get inside your ideal customer's head, and build marketing that actually resonates.
From the Branding Blueprint course, Module 3: Know Your Customers
Your customers don't buy products or services. They buy solutions to problems they feel. This empathy map helps you understand what your ideal customer experiences every day, so your messaging speaks directly to their reality.
Before mapping empathy, get clear on who you're mapping. Give them a name and a brief description.
What does your customer see in their daily environment? What competitors, ads, or content are they exposed to?
What does your customer say out loud to friends, family, or colleagues about the problem you solve?
What actions are they taking? What does their behaviour look like when trying to solve this problem?
What are friends, influencers, or media telling them? What advice are they getting (good or bad)?
What occupies their mind? What are their worries, hopes, and unspoken thoughts about this problem?
What emotions come up? Frustration? Excitement? Anxiety? What keeps them up at night?
What are the biggest frustrations, fears, and obstacles standing between your customer and their goal?
What does success look like for them? What would make their life easier, better, or happier?
Now pull it all together into a one-paragraph persona you can reference whenever you're creating content, writing copy, or making business decisions.
Tip
Keep this somewhere visible, your desk, your phone, your Notion. Every time you write a social post, create an ad, or build a product, ask yourself: “Would [name] care about this?”
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Check out our other free resources or explore the full Branding Blueprint course.