This document outlines an agenda for a marketing workshop on identifying a brand's ideal customer archetype. The workshop covers branding basics and discusses how defining an ideal customer can help create differentiation and emotional connections. Attendees are led through exercises to describe the ideal customer for their own brand by exploring attributes like demographics, lifestyle, goals, fears, and personality. Defining an ideal customer archetype is presented as a way to focus 1:1 marketing interactions and protect a brand's value in today's personalized marketing environment.

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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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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 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.
Choose a 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
info@solmarketing.com
@Sol_Marketing
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etingConcepts
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