Articles on: Brand DNA

Customer Profiles

Customer Profiles


A customer profile is a written description of one of your audience segments: who they are, what they want and what they struggle with. When you tell Mavic to write for a customer profile, the output stops sounding like it's aimed at "everyone" and starts speaking to one real person.


You can have several profiles per brand. Most small businesses have 2–4. How many you can add depends on your plan.


Where to find them


Go to Brand DNA → Customer profiles.


If you went through onboarding, the profiles Mavic found for you are already here. Open each one and check it before you add more.


Adding a profile


  1. Click Add profile (or the + in the empty page, Add customer profile).
  2. Choose the Type: B2C · consumers or B2B · businesses. The fields change to match.
  3. Give it a Name, a memorable handle such as "Solo Founder Sara", and a Description of who they are and what they look for, in a sentence or two. You can add a profile image too.
  4. Fill in the sections below.
  5. Click Create profile.


For consumers (B2C):


  • Who they are: Locations, Ages, Genders, Income, Education and Occupation
  • What drives them: Personality, Pain points, Interests and Benefits (how they benefit from your brand)
  • Where to reach them: Devices and Social channels


For businesses (B2B):


  • Who they are: Locations, Industry, Business size and Market position
  • What drives them: Pain points, Purchase channel, Price sensitivity and Brand reputation importance
  • Where to reach them: Information channels and Influential media


For list fields such as Pain points and Interests, type an item and press Enter. Add as many as you need.


The more concrete, the better. "Busy" is weak. "Has 30 minutes between school drop-off and her first meeting to do all her marketing" is strong.


Editing or deleting a profile


Click a profile to open it, change what you need and click Save. Or use its More options menu (⋮) and choose Edit or Delete.


Need help writing one?


Ask Mavic in chat, for example: "Suggest two customer profiles for our new product line." Then add the ones that fit with Add profile.


Or open Workflows in the navigation and search for "customer profile" to answer a short set of guided questions.


Using customer profiles in content


  • @-mention in chat. Type @, pick Customer profile, then choose one. It appears as a tag in your message and Mavic writes for that person. See Using @ to reference your saved brand data.
  • Pick one in a workflow. Many content workflows have a customer profile option.
  • Mention it by name. Even without @, if you write "Write this for Solo Founder Sara" and that profile exists, Mavic will often find it. @ is more reliable.


Tips for strong profiles


  • One profile = one decision-maker. If you serve both small business owners and their assistants, that's two profiles.
  • Capture the words they use. If your customers say "my books", not "accounting", write that down. Mavic will mirror it.
  • Update profiles when your audience shifts. Re-read them every few months.


What changes when you use a customer profile


Without a profile, Mavic writes posts like:


Boost your productivity with our new feature.


With "Solo Founder Sara" attached:


When you're squeezing marketing into the 30 minutes before your first call, every saved click matters. Here's how to write a week of LinkedIn posts in one sitting.


Same product, completely different post. That's what customer profiles do.




Updated: November 2026

Updated on: 01/11/2026

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