Deb Gabor, founder and CEO of Sol Marketing, will lead a highly-interactive workshop to guide you through identifying and profiling the customer who is most highly predictive of your success using the Ideal Customer Archetype methodology. Through the use of hands-on exercises, you will learn to use this method to go beyond traditional demographic and firmographic profiles to hone in on behavioral and attitudinal attributes that enhance the climate of consideration for your brand. Once you intimately know your Ideal Customer, you can identify opportunities to make your brand part of your customers’ self concept, tell your brand story more effectively and focus your marketing efforts on the customers who will help you win.

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YOUR IDEAL
CUSTOMER
ARCHETYPE
January 21, 2016
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#IdealCustomer
#BrandingIsSex
@Sol_Marketing
@Deb_Sol
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free brand
coaching
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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.
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
info@solmarketing.com
@Sol_Marketing
Facebook.com/
SolMarketingConcepts
These slides and more
will be posted at
blog.solmarketing.com
Let’s draw the
winner for the free
brand coaching
session!