Your Ideal Customer Archetype

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YOUR IDEAL CUSTOMER ARCHETYPEJanuary 21, 2016

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AGENDA

• Branding basics • Three existential questions• Who is your brand for? • How do you create an ideal customer

archetype?

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Brand or be branded.

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What is a brand?

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The collective emotional response to your product or

service

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Expectations

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Memories

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Stories

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A relationship

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Differentiation that’s meaningful to

customers

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An intangible asset

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A financial asset

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A BRAND IS A PROMISE

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Functional Benefits and Attributes

Emotional Benefits

Self-expressive benefits,

beliefs and values

addressed

Hardest to deliverHardest to imitate

Most differentiating and definingLongest shelf-life

Key element of emotional brand

BRAND VALUE PYRAMID

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THE TOP OF YOUR BRAND PYRAMIDTHE THREE EXISTENTIAL QUESTIONS

What does it say about a person that use/drive/eat/drink/wear your brand?

What is the SINGULAR thing a person gets from your brand she/he can’t get anywhere else?

How do you make your customer the hero in her/his own story?

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THE LURE OF SEGMENT MARKETING

1:1 and personalization are not trends;

they are mandates

How do you protect your brand with all these individualized interactions?

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WHO IS YOUR BRAND FOR?YOUR IDEAL CUSTOMER

Who is the archetypal person who is MOST highly predictive of your brand’s

success?

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THE IDEAL CUSTOMER ARCHETYPE

• What do they LOOK like? • What is their day like? • What keeps them up at night? What are they afraid

of?• What are their goals?• What are their challenges?• What do they care most about in life?

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DIAL IT IN

• What makes them feel good? • What makes them feel SEXY?• What makes them feel bad?• How do they measure success?• What role does our brand play in creating that

success for them? • What’s the story of their life, and how do we make

them the hero?

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ASSESS THEIR PERSONALITY

• What personality traits do they have?• Where do they like to go on vacation?• What do they wear? • What car do they drive? • Where do they hang out? • What do they aspire to be? • How do they spend their time? • What movie character do they wish they could be?

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EXERCISE #1LET’S PRACTICE: IDEAL CUSTOMER ARCHETYPE

• Who is the ideal customer? Draw a picture, write a song, or tell a story!

• Work together in groups of 3-4 people.

• You have 6 minutes.

Choose a brand:• Whole Foods • Trader Joe’s• H-E-B• Costco• Sustainable Food

Center Farmer's Market

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EXERCISE #2YOUR BRAND’S IDEAL CUSTOMER ARCHETYPE

• Who is YOUR brand’s ideal customer?

• Draw a picture, answer the questions, write a song, or tell a story!

• You have 6 minutes.

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LET’S STARTSOMETHING 512.445.4807

info@solmarketing.com@Sol_MarketingFacebook.com/SolMarketingConceptsThese slides and

more will be posted at blog.solmarketing.com

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