Better: The Brand Designer Podcast
S10 E15: Why NOT to Niche (What?!) with N. Chloé Nwangwu
Nov 5, 2024
N. Chloé Nwangwu, founder of NobiWorks, is a brand visibility expert advocating for a shift from the outdated Ideal Client Avatar model in branding. She dives into the science of branding and how genuine client motivations often drive more successful strategies. The conversation reveals the risks of over-niching, stressing broader market engagement for inclusivity and enhanced revenue. Nwangwu also discusses integrating asynchronous tools for better client interactions and adapting design practices to thrive in a post-COVID landscape.
01:10:43
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Quick takeaways
- The traditional ideal client avatar model fails to capture the deeper motivations influencing client behavior beyond superficial demographics.
- Positioning as a branding strategy focuses on the value a brand offers and who it benefits, promoting broader client engagement.
Deep dives
Outdated Client Avatar Models
The traditional ideal client avatar (ICA) model is criticized for its ineffectiveness in accurately capturing the motivations behind client behavior. This model often relies on superficial characteristics like race or gender, which do not provide insight into what truly drives a client's decision-making process. Instead, the focus should be on understanding deeper behavioral and motivational factors that influence clients' needs. By moving beyond demographics, brands can better connect with clients and address their specific challenges.
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