When to use each brief
There are two profile briefs. Pick the one that matches what you’re selling, since they capture different things.
Each brief is a fill-in workbook. Work through it top to bottom, and open a section’s concept review dropdown if you want the reasoning before you answer.
How to name a profile
Every profile follows the same name pattern so the library stays sortable and nothing gets saved twice under two names. A name is built from four parts joined by underscores, then the file extension:prefix_descriptor_date_version
A B2B profile and a B2C profile, named:
CP_midmarket-ecommerce_2027-09-15_v01.md
CPB2C_urban-treat-seeker_2027-09-15_v01.md
Two small rules do most of the work. Writing the date as YYYY-MM-DD means an alphabetical sort of the library also puts it in date order. Padding the version to two digits keeps v10 sorting after v09 rather than next to v01. The pattern only works if everyone writes it the same way, so a search for CP won’t find a file saved as cp or Customer-Profile.
Working with the library
1
Start from the right brief
Open the B2B or B2C brief and fill it in from your best real customers, not a wish list.
2
Name it before you save
Use the four-part pattern above so it lands in the right place and sorts correctly.
3
Update, don't overwrite
When a profile changes, save a new version with the next
v number rather than editing over the old one, so the history stays intact.A Customer Profile describes a type of customer, not a single named person or account. The individuals you talk to inside a B2B account are buyer personas, which are a separate document from these profiles.