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?


Brand or be branded.


What is a brand?


The collective emotional response to your product or

service


Expectations


Memories


Stories


A relationship


Differentiation that’s meaningful to

customers


An intangible asset


A financial asset



A BRAND IS A PROMISE


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


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?


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?


WHO IS YOUR BRAND FOR?YOUR IDEAL CUSTOMER

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

success?


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?


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?


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?


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


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.


LET’S STARTSOMETHING 512.445.4807

[email protected]@Sol_MarketingFacebook.com/SolMarketingConceptsThese slides and

more will be posted at blog.solmarketing.com

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