Fiona McIntosh: Build your brand around the customer


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November 18th, 2020
Hiscox Experts

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Read Fiona McIntosh's unskippable advice

I think that it's really important, when you build a brand, to know who your customer is. 

It's about trying to explain as simply and easily as possible what it is you do.

Hi, my name's Fiona McIntosh and this is my unskippable minute.

What you need to do, first of all, is to know your customer inside out. You need to identify who that person is and what's going to appeal to them. You build your brand around that.

I think, particularly with a new tech brand, if there's been nothing around before like it, you do have a big job educating customers as to what it is you do.

When you're a champion of the brand, you have to steer it through lots of different events and changes in the world, and make sure that you're constant.

I think that the brand consistency is really important because your customers have already built up an affinity with it.

It's important, when you're running a brand, to also be totally aware of how your customer is changing as well. I don’t think you can ever stay still.

Your job as a brand champion is to make sure that people understand what it is that you do and really want it: 'I've got to have it.'  

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