ICP

A detailed description of the single perfect customer for your business, the one who gets the most value from your product, is easiest to serve, and is most likely to buy again.

Your ICP guides every marketing and product decision. When you know exactly who you're talking to, everything (copy, creative, channels) becomes sharper.

ICP for a premium candle brand: "32-year-old woman based in a major city, homeowner, shops for considered home and lifestyle pieces, follows interiors accounts, spends £40 to £80 on a treat-yourself purchase, values natural ingredients and beautiful packaging."