Launching & Building a Brand For Dummies

Chapter 5

Defining and Refining Your Customer Avatars

IN THIS CHAPTER

Finding out what customer avatars are and why you need them

Getting to know your prospective customers

Writing a detailed description of your ideal customers

Reviewing and revamping your customer avatars

Using customer avatars to drive your brand development and marketing

The ultimate goal of branding is to establish an emotional bond between your brand and consumers. To accomplish that feat, you need to know your prospective customers — their likes and dislikes, where they go for information, where they shop, what they do for a living, what they like to do in their free time, their values and political affiliations, and more. The better you know your prospective customers, the more effectively you’ll be able to reach them via the media channels they use and bond with them via marketing and advertising.

One way to get to know your target customers is to work through the process of creating customer avatars —fictional ...