"...an 'ideal consumer avatar' is a character profile of someone who is not only in need of your product or service, but would also choose your offer over anyone else in its category."
Maybe you just launched a brand, or maybe your small business has seen a ton of growth recently. Or maybe you’ve just realized you are not reaching your target market with your current strategy. No matter what brought you here, we’ll be breaking down this intimidating process into four smaller categories so it’s easier to tackle.
In basic terms, an “ideal consumer avatar” is a character profile of someone who is not only in need of your product or service, but would also choose your offer over anyone else in its category. This means someone who is attracted to your style, who appreciates your craft, who has access to what you offer, and who has the income to support a purchase at your price point.
It is so important to narrow this down, even if it feels like you are excluding potential customers by specifying certain characteristics and traits. By doing so, you help yourself speak a single narrative in all your marketing channels. This makes your brand voice distinct against others, and will help that voice whisper directly to that customer. You cannot be everything to everyone, so repelling those that do not fit your style or price point is actually a good thing! Having a specific profile also better informs graphic design decisions when it comes time to make a logo, choose brand colors, patterns, materials, etc. It helps you determine where to put yourself and your products both in person and online. It helps justify your price point. Now can you see why this is such an important first step in the branding process?
Identity + Time + Space + Consumption
In my paisleyPERSPECTIVE branding methods, I like to categorize this exercise into four key areas. Each area has its own list of questions to answer, and serves a distinct purpose in informing future business decisions.
Identity gets to the root of your avatar's physical, mental, and emotional being- who they are as a person. Ask yourself about their age, gender, likes, dislikes, fears, etc. You'll want your product or service to speak to fulfill those things or fill those voids. Your brand voice can speak to those fears for a deeper brand loyalty.
Ask yourself how and with whom that ideal customer spends their time. What do they do for a living? Do they have a family? What are their hobbies? How does your product or service fit into their daily routine?
Now dig deeper into where they spend their time, both online and in-person. Ultimately, these are the places you'll want to put yourself and your business, so frame questions from that perspective.
Now figure out what else they consume. This can be anything from apparel to food & beverage; home goods to media such as music, movies, and television. This is where you can pair your products with other favorite brands they love; you can write about song lyrics or movie quotes they can't get enough of; pop-up at their favorite local pub.
Ready to take this a little further? We have a downloadable resource available for you, and our first month is FREE for ALL members! If you're an Ohio Creative Collective Member, head on over to our brand new Member Portal and type in the password we shared in the private Facebook Group! If you're not a member yet, feel free to learn more about our valuable membership levels here. Not sure if you want to join, but looking to network first? You can connect with us at our upcoming events too!
Vanessa Bauman is the Owner of paisleyPROPOSAL, and branding educator behind paisleyPERSPECTIVE. A recent addition to the Ohio Creative Collective Committee, she now manages social media and blog content. Vanessa has a decade of experience working with and for large international brands. As a retail store designer by day, her specialty lies in converting a brand's story into a 3-dimensional shopping experience (otherwise known as a branded environment). She looks forward to bringing her expertise to the small business community! Connect with her over on Instagram at @paisleyproposal.