What is a costumer avatar?
A customer avatar (sometimes referred to as a buyer persona, marketing persona, or customer profile) is a representation of your ideal customer—the type of person you want to purchase your products or services.
- An essential part of your overall marketing strategy
- A fictional character with wants, needs, and pain points
- A detailed profile of a single individual depicting your target audience
- A comprehensive outline based on research and data
- A best-case scenario (i.e., spends a lot, makes recurring purchases, and/or promotes your brand)
How to build a buyer persona?
When developing a brand, you want to create multiple buyer’s persona for your business so you can address that customer with the right message at the right time in the correct place. These are a few of the questions that should be explored when defining our perfect customer:
- Tell us a little about your avatar. What do they do? How do they spend their week? What do they do outside of work? Where do they get their news?
- How much do they make? How do they feel about their job? What are their concerns in life? What aspects of their life or personality affect how you market your product to them?
- Tell us about their history. What happened in the past that led them up to this point? How do they feel about what happened in the past? Perhaps a former job, an experience they had, or a trip that they took. What are they currently interested in because of this event?
- What is their family and relationship status? Are they married? Divorced? Single? Do they have children? How many? Does anything about their relationships have a bearing on how they might use your product or fit it into their week? Does your product address any of their concerns that relate to their family?
- What is it about your product that matters to this person? How does it solve a need, ease a pain, or make them feel good? How does it better their life?
- What sorts of thoughts should go through this person’s head right before they decide to purchase your product? What is the “final straw” that makes them pull the trigger?
6 Examples of of Sustainable Ocean consumers
In this post, we going to recreate some fictional characters for Ocean brands. We will cover customers that are Ocean centric and typically conscious oriented.
OUR CUSTOMER #1
PETER SMITZ
DEMOGRAPHICS
Age………………………………………………………..38
Gender………………………………………………..Male
Occupation……………………………………….Instructor
Education…………………………………………..University
Location……………………………………………..Tarifa
Income ………………………………………………..80000
Family Status……………………………………SINGLE/
Residency Status ……………………………BEACH BUNGALOW
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..READING / MUSIC/ RESTAURANT/ TRAVEL
Sports ……………………………………………………………………………….. KITE/ SAILING/
Music ………………………………………………………………………………….REGGEA / GUITAR / BEACH
Restaurant Preferences ……………………………………………ASIAN, PERUVIAN, MEDITERRANEAN, SEAFOOD, SPANISH FOOD
Car Model ……………………………………………………………………….FIAT PUNTO
Weekend Pleasures ……………………………………………………GET IN THE WATER, WIFE, FRIENDS
Likes To Wear ……………………………………………………………….BEACH WEAR, CASUAL CLOTHES, SUSTAINABLE GEAR
Likes To Talk About……………………………………………………, SAILING, SUSTAINABILITY, BUSINESS
Groups & Forums ……………………………………………………….DESIGN, ENTREPRENEURS, SUSTAINABILITY
Social Platforms……………………………………………………………INSTAGRAM, FACEBOOK
Favourite Apps ……………………………………………………………..INSTAGRAM, SURF WEATHER APPS, WIND APPS
Publications / News Sources …………………………………NATIONAL NEWS, SAILING & KITE MAGAZINE
PERSONALITY
Political or Social Opinions……………………………………PROGRESSIVIST
They’re Most Passionate About ………………………….OCEAN
Obligations They Hate……………………………………………..MEETINGS
Biggest Personal Goal……………………………………………….FOUND A KITE SCHOOL
Biggest Professional Goal ……………………………………….BECOME CERTIFIED INSTRUCTOR
What They Want To Do In The Future …………..BE FREE TO TRAVEL AND ENJOY SEAS WITH FAM
Core Values (In Life) ………………………………………………….OCEAN / SUSTAINABILITY/ FAMILY
Core Fears (In Life) ……………………………………………………NEGATIVITY, OFFICE, JOB
Core Desires (In Life) ……………………………………………….LIVE BY THE OCEAN
Favorite Apps ………………………………………………………………..WEATHER APPS
PERSONALITY ARCHETYPE
THE EXPLORER (70%)
- EXCITING
- FEARLESS
- DARING
THE INNOCENT (30%)
- PURE
- OPTIMISTIC
- HUMBLE
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- MAKE MORE MONEY FOR HIS DREAMED BUSINESS
CORE PAINT POINTS
- GET MORE FREE TIME DURING THE HIGH SEASONS
CONSEQUENCES
- FRUSTRATIONS, TIRED, LACK OF MOTIVATION, IRRITATION AT HOME
FEARS
- ROUTINE, CITY LIFE
CORE DESIRE
- FREEDOM, NO TIES
OUR CUSTOMER #2
JESSICA ARBOTRIZT
DEMOGRAPHICS
Age………………………………………………………..31
Gender………………………………………………..Female
Occupation……………………………………….Yoga Teacher
Education…………………………………………..University
Location……………………………………………..Colorado USA
Income ………………………………………………..90000
Family Status……………………………………SINGLE/
Residency Status ……………………………RENTING APPARTMENT
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..YOGA / HEALTHY/ VEGAN/ TRAVEL
Sports ……………………………………………………………………………….. FITNESS/ SUP/SKI/ FREE DIVING
Music …………………………………………………………………………………. GUITAR / BEACH
Restaurant Preferences ……………………………………………VEGAN, LEBANESE, GREEK
Car Model ………………………………………………………………………. FORD
Weekend Pleasures ……………………………………………………GET IN THE WATER, WIFE, FRIENDS
Likes To Wear ……………………………………………………………….BEACH WEAR, BOHEMIAN, SUSTAINABLE GEAR
Likes To Talk About……………………………………………………, YOGA, HEALTHY HABITS, MUSIC , SUSTAINABILITY,
Groups & Forums ……………………………………………………….YOGA, SELF-HELP GROUPS, DESIGN, SUSTAINABILITY
Social Platforms……………………………………………………………INSTAGRAM, ETSY
Favourite Apps ……………………………………………………………..INSTAGRAM, YOGA APPS, WORKOUT APS,
Publications / News Sources …………………………………MEDIUM, NEW YORK TIMES
PERSONALITY
Political or Social Opinions……………………………………PROGRESSIVIST
They’re Most Passionate About …………………………. FINDING INNER SELF
Obligations They Hate……………………………………………..CONFINEMENT
Biggest Personal Goal……………………………………………….BECOME A CERTIFIED TEACHER
Biggest Professional Goal ……………………………………….BECOME CERTIFIED INSTRUCTOR
What They Want To Do In The Future …………..BE FREE TO TRAVEL AND ENJOY SEAS WITH FAM
Core Values (In Life) ………………………………………………….OCEAN / SUSTAINABILITY/ YOGA
Core Fears (In Life) ……………………………………………………NEGATIVITY, INPURE
Core Desires (In Life) ……………………………………………….LIVE A SIMPLE LIFE
Favorite Apps ………………………………………………………………..HEALTHY FOOD APPS
PERSONALITY ARCHETYPE
THE INNOCENT (70%)
- PURE
- OPTIMISTIC
- HUMBLE
THE EXPLORER (30%)
- EXCITING
- FEARLESS
- DARING
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- LIVE SUSTAINABLE LIFE
CORE PAINT POINTS
- LIVING HEALTHY
CONSEQUENCES
- IRRITATION, NEGATIVITY
FEARS
- CLIMATE CHANGE, PLASTIC SOCIETY
CORE DESIRE
- MORE POSITIVE ENERGY FOR HER AND EVERYONE ELSE
OUR CUSTOMER #3
SARAH ALLISON
DEMOGRAPHICS
Age………………………………………………………..23
Gender………………………………………………..Female
Occupation……………………………………….Student
Education…………………………………………..University
Location……………………………………………..Brighton, UK
Income ………………………………………………..$15000
Family Status……………………………………SINGLE/
Residency Status ……………………………RENTING STUDENT APPARMENT
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..FRIENDS, TRAVEL, GO OUT
Sports ……………………………………………………………………………….. RUNNING, SWIMMING, TRIATHLONS, SCUBA DIVING
Music …………………………………………………………………………………. ELECTRONIC MUSIC, POP, DANCE
Restaurant Preferences ……………………………………………VEGGETARIAN, ITALIAN, MEDITERRANEAN FOOD
Car Model ………………………………………………………………………. WOLKSWAGEN POLO
Weekend Pleasures ……………………………………………………GET IN THE WATER, DO SPORTS, PARTY
Likes To Wear ……………………………………………………………….BREATHABLE CLOTHES, ORGANIC, ETHICAL WEAR
Likes To Talk About……………………………………………………, FRIENDSHIP, SUSTAINABILITY, FESTIVALS
Groups & Forums ……………………………………………………….TRIATHLON, UNIVERSITY FORUMS, GRETA THUNBERG
Social Platforms……………………………………………………………INSTAGRAM, TIKTOK
Favourite Apps ……………………………………………………………..INSTAGRAM, STRAVA, ADIDAS RUNNING
Publications / News Sources …………………………………BBC NEWS
PERSONALITY
Political or Social Opinions……………………………………NOT DEFINED
They’re Most Passionate About …………………………. DISCOVER THE UNDERWATER WOLD
Obligations They Hate……………………………………………..WORKING ON THINGS THAT DONT MATTER TO HER
Biggest Personal Goal……………………………………………….BE ACTIVE, HEALTHY AND CONCIOUS, DO AN IRON MAN
Biggest Professional Goal ……………………………………….BECOME A SCIENTIST INSTRUCTOR
What They Want To Do In The Future …………..BE FREE TO TRAVEL AND GO UNDERWATER AS MUCH AS SHE CAN, DO SCUBA LIVEABOARDS.
Core Values (In Life) ………………………………………………….OCEAN / SUSTAINABILITY/ ACTIVE / SCIENCE
Core Fears (In Life) ……………………………………………………NEGATIVITY, GET INJURED, WORK FOR SOMETHING SHE DOESNT LIKE, TOO MUCH PLASTIC
Core Desires (In Life) ……………………………………………….BE ACTIVE AND POSITIVE
Favorite Apps ………………………………………………………………..STRAVA, ANIMAL TRACKER APPS
PERSONALITY ARCHETYPE
THE HERO (70%)
- DISCIPLINE
- COMPETENCE
- HONOR
THE EXPLORER (30%)
- EXCITING
- FEARLESS
- DARING
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- LIVE SUSTAINABLE
CORE PAINT POINTS
- SIDE JOBS, POOR SUSTAINABLE LIFESTYLE CHOICES
CONSEQUENCES
- FRUSTATION
FEARS
- CLIMATE CHANGE, PLASTIC SOCIETY
CORE DESIRE
- FIND SOLUTIONS FOR PLASTIC SOCIETY
OUR CUSTOMER #4
PAULO DA SOUZA
DEMOGRAPHICS
Age………………………………………………………..28
Gender………………………………………………..Male
Occupation……………………………………….Fotographer
Education…………………………………………..High School
Location……………………………………………..Pelotas, Brazil
Income ………………………………………………..$40000
Family Status……………………………………SINGLE/
Residency Status ……………………………NOMAD LIFESTYLE
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..FRIENDS, TRAVEL, PHOTOGRAPHY
Sports ……………………………………………………………………………….. SURFING, FITNESS, YOGA
Music …………………………………………………………………………………. ELECTRONIC MUSIC, HIP-HOP,
Restaurant Preferences ……………………………………………LOCAL FOOD, BRASILIAN BBQ
Car Model ………………………………………………………………………. NO CAR
Weekend Pleasures ……………………………………………………SURFING
Likes To Wear ……………………………………………………………….SURF WEAR, BEACH WEAR,
Likes To Talk About……………………………………………………, PHOTOGRAPHY, TRAVEL, SURFING, LEARN LANGUAGES
Groups & Forums ……………………………………………………….TRAVEL, LOCAL COMMUNITIES, PHOTOGRAPHY
Social Platforms……………………………………………………………INSTAGRAM
Favourite Apps ……………………………………………………………..INSTAGRAM, LIGHTROOM
Publications / News Sources …………………………………BRAZILIAN NEWS, SURF MAGAZINES
PERSONALITY
Political or Social Opinions……………………………………CENTER
They’re Most Passionate About …………………………. PHOTOGRAPHY
Obligations They Hate……………………………………………..ROUTINE, SALES
Biggest Personal Goal……………………………………………….IMPROVE HIS SURFING, DISCOVER NEW PLACES
Biggest Professional Goal ……………………………………….BECOME A WORLD RECOGNISED SURF PHOTOGRAPHER
What They Want To Do In The Future …………..BE FREE TO TRAVEL, LEARN HOW TO FREE DIVE, INVEST IN REAL ESTATE
Core Values (In Life) ………………………………………………….OCEAN / SUSTAINABILITY/ EXPLORE
Core Fears (In Life) ……………………………………………………GET INJURED, CONFINEMENTS, WILD LIFE IN DANGER
Core Desires (In Life) ……………………………………………….BE ACTIVE AND POSITIVE
Favorite Apps ………………………………………………………………..SURFING APPS, WIND APPS, TRAVEL APPS, AIR BNB
PERSONALITY ARCHETYPE
THE EXPLORER (100%)
- EXCITING
- FEARLESS
- DARING
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- MAKE MONEY TO FINANCE HIS TRIPS, WORRIED ABOUT THE WORLD
CORE PAINT POINTS
- LOW PAYING CLIENTS
CONSEQUENCES
- FRUSTRATION
FEARS
- NOT BEING ABLE TO FINANCE HIS TRIPS, CLIMATE CHANGE, PLASTIC SOCIETY
CORE DESIRE
- DISCOVER NEW PLACES, FIND SOLUTIONS FOR PLASTIC SOCIETY
OUR CUSTOMER #5
CORALIE BRESSON
DEMOGRAPHICS
Age………………………………………………………..17
Gender………………………………………………..Female
Occupation……………………………………….School student
Education…………………………………………..High school
Location……………………………………………..La Rochelle, France
Income ………………………………………………..$0
Family Status……………………………………SINGLE/
Residency Status ……………………………Living with her parents
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..FRIENDS, TRAVEL, LEARNING, READING, ENTREPRENEURSHIP, DESIGN
Sports ………………………………………………………………………………..FITNESS, YOGA, RUN
Music …………………………………………………………………………………. DANCE, HIPHOP
Restaurant Preferences ……………………………………………FRENCH FOOD, ASIAN FOOD
Car Model ………………………………………………………………………. NO CAR
Weekend Pleasures ……………………………………………………GO OUT WITH FRIENDS, BEACH CLEANUPS, VOLUNTEERING
Likes To Wear ………………………………………………………………. BEACH WEAR,
Likes To Talk About……………………………………………………, ENTREPRENEURSHIP, SUSTAINABILITY
Groups & Forums ……………………………………………………….TRAVEL, LOCAL COMMUNITIES, SUSTAINABILITY, OCEAN CONSERVATION, GRAPHIC DESIGN,
Social Platforms……………………………………………………………INSTAGRAM, TIKTOK, SNAPCHAT
Favourite Apps ……………………………………………………………..ANIMAL TRACKING, INSTAGRAM, SHOPIFY, CANVA,
Publications / News Sources …………………………………Netflix documentarieses,
PERSONALITY
Political or Social Opinions……………………………………NO VIEWS
They’re Most Passionate About …………………………. OCEAN ACTIVISM
Obligations They Hate……………………………………………..BABYSITTING
Biggest Personal Goal……………………………………………….IMPROVE HER LANGUAGES SKILLS
Biggest Professional Goal ……………………………………….BECOME A OCEAN ACTIVIST
What They Want To Do In The Future …………..BE FREE TO TRAVEL, SAVE THE OCEAN
Core Values (In Life) ………………………………………………….OCEAN / SUSTAINABILITY/ EXPLORE
Core Fears (In Life) …………………………………………………… CONFINEMENTS, WILD LIFE IN DANGER
Core Desires (In Life) ……………………………………………….BE ACTIVE AND
Favorite Apps ………………………………………………………………..ANIMAL APPS
PERSONALITY ARCHETYPE
THE OUTLAW (70%)
- BRAVE
- LEADERSHIP
- RISK TAKER
THE EXPLORER (30%)
- EXCITING
- FEARLESS
- DARING
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- WORRIED ABOUT THE WORLD
CORE PAINT POINTS
- STRICT PARENTS
CONSEQUENCES
- FRUSTRATION
FEARS
- CONFINEMENTS, CLIMATE CHANGE, PLASTIC SOCIETY
CORE DESIRE
- DISCOVER NEW PLACES, FIGHT FOR HER BELIEFS
OUR CUSTOMER #6
CHARLES SAMUEL
DEMOGRAPHICS
Age………………………………………………………..54
Gender………………………………………………..male
Occupation………………………………………. Skipper
Education…………………………………………..High school
Location……………………………………………..Cairns, Australia
Income ………………………………………………..$60000
Family Status……………………………………SINGLE/
Residency Status ……………………………Lives in a boat
PSYCHOGRAPHICS
Hobbies / Interests……………………………………………………..WATCH RUGBY, DRINKING
Sports ………………………………………………………………………………..SAILING
Music …………………………………………………………………………………. CLASSIC ROCK,
Restaurant Preferences ……………………………………………SEAFOOD
Car Model ………………………………………………………………………. NO CAR
Weekend Pleasures ……………………………………………………GO OUT TO EAT WHEN NOT WORKING
Likes To Wear ………………………………………………………………. SAILING WEAR,
Likes To Talk About……………………………………………………, SAILING, BOATING, RUGBY, SUSTAINABILITY
Groups & Forums ……………………………………………………….SAILING
Social Platforms……………………………………………………………FACEBOOK
Favourite Apps ……………………………………………………………..WINDY APP, SAILING APPS
Publications / News Sources …………………………………AUSSIE NEWSPAPPERS,
PERSONALITY
Political or Social Opinions……………………………………CONSERVATIVE
They’re Most Passionate About …………………………. SAILING
Obligations They Hate……………………………………………..BANK, ADMINISTRATION
Biggest Personal Goal………………………………………………. BE A FATHER, TRAVEL AROUND THE WORLD ON A BOAT
Biggest Professional Goal ……………………………………….BECOME A CAPTAIN
What They Want To Do In The Future …………..BE CLOSER TO HIS FAMILY
Core Values (In Life) ………………………………………………….SAILING / OCEAN / SUSTAINABILITY/ EXPLORE
Core Fears (In Life) …………………………………………………… CONFINEMENTS, WILD LIFE IN DANGER, CLIMATE CHANGE, NO WIND, PLASTIC POLLUTION
Core Desires (In Life) ……………………………………………….LIVE BY THE OCEAN
Favorite Apps ………………………………………………………………..WINDY APP
PERSONALITY ARCHETYPE
THE EXPLORER (70%)
- EXCITING
- FEARLESS
- DARING
THE RULER (30%)
- LEADERSHIP
- CONFIDENCE
- WISDOM
CORE CHALLENGES CORE PAIN-POINTS CONSEQUENCES
CORE CHALLENGES
- WORRIED ABOUT THE WORLD
CORE PAINT POINTS
- STRICT PARENTS
CONSEQUENCES
- FRUSTRATION
FEARS
- CONFINEMENTS, CLIMATE CHANGE, PLASTIC SOCIETY
CORE DESIRE
- DISCOVER NEW PLACES, FIGHT FOR HER BELIEFS
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