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YOUR IDEAL CUSTOMER ARCHETYPE January 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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Functional Benefits and Attributes
Emotional Benefits
Self-expressive benefits,
beliefs and values addressed
Hardest to deliver Hardest to imitate
Most differentiating and defining Longest shelf-life
Key element of emotional brand
BRAND VALUE PYRAMID
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THE TOP OF YOUR BRAND PYRAMID THE 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 #1 LET’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.
You will work on one brand: • Whole Foods • Trader Joe’s • H-E-B • Costco • Sustainable Food
Center Farmer's Market
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EXERCISE #2 YOUR 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 START
SOMETHING 512.445.4807 [email protected]
@Sol_Marketing Facebook.com/SolMarketingConcepts
These slides and more will be posted at blog.solmarketing.com
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