Are you reaching the right consumer?

CUSTOMER AVATAR – DISCOVERY EXERCISE

DO YOU HAVE A GREAT BRAND BUT FIND YOU STRUGGLE TO CONNECT WITH YOUR BUYERS?

When it comes to brand strategy there are many areas and techniques to explore in order to develop your brand from the ground up. One of our client’s most explored and important strategy is defining their customer avatar. From the creation of your customer avatar comes the beginning of your brand’s story.

WHAT IS AN IDEAL CONSUMER AVATAR (ICA)

So what is a customer avatar…Simple, it is your ideal customer also known as your buyer persona. Without this in-depth understanding of your consumer, how are you supposed to market and roll out a brand that speaks directly to your audience?

WHY CREATE YOUR IDEAL CONSUMER AVATAR?

It opens up a clear understanding of whom you are marketing to, who you wish to connect with on an emotional and consumer level. Your customer avatar will open up a clear vision for moving forward with your brand rollout.

Here are just a few things your customer avatar will impact throughout your branding process:

Brand namingBrand story, ethos & tone
Product/service development
Creative branding – design, look & feel
Custom product packaging design & presentation
Online & print marketing
Copywriting
The list goes on…

HOW TO CREATE YOUR CONSUMER AVATAR.

This can potentially be an endless process. Think about creating your ideal customer, develop their characteristics, values, interests, hobbies, likes, dislikes, frustrations, income, and even give your customer a first and last name. Pull images from Pinterest and start creating a vision board of your buyer’s persona, including images of their home, appearance, profession, favourite holiday destinations.. and so on!

Below are a few steps which we follow in the studio when creating an ideal customer avatar (ICA).

DEMOGRAPHICS

Where does (he/she) live?
What is their age?
Generation (Baby Boomer, Millennial)
Relationship Status, single/married/divorced/it’s complicated..
Education. Where did (he/she) study, go to school etc
Work, Employers, Job Title, Schools
Income
Living, is he/she a home owner, renter, nomad..?
What is their family size? How is their relationship with their family?

INTERESTS AND BEHAVIOURS

We then start looking into their daily interests, behaviors, and dislikes. Creating a story around his/her daily routine and how their interests and values impact their lifestyle behaviors.

VALUES

From the above research, we will see a pattern in behaviors that will show an understanding of the customers values and morals. These touchpoints become very important as we start to connect with the buyer on an emotional level.

IMPACT

We get that little bit deeper and see how the brand impacts the buyer’s life. Why they need to connect with the brand, what has happened in the past that has led them to the brand and how the brand is solving an issue in their life.

2021