Good morning,  I'm sorry for being away.

Now that you have a brand idea and have started your competitive analysis, it is time for your customer profile.  A customer profile is a detailed description of exactly who your target market is.  There is a sample on page 34 in the textbook.  Instead, you may style your customer profile as a made up pair of people.  Create a person or two (male/female).  Give them names, jobs, likes and dislikes.  How much do they make, what do they like to do for fun? What is important to them? What do they not care about?  Most companies do this now because it is easier to make a decision about your target market if you can visualize an actual customer.  Especially an actual customer that you feel you know.