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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
Ocean Lifestyle brand

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
alek1986

Author alek1986

I'm an e-commerce developer, brand strategist and a Water sports keen enthusiast. For the last 10 years, I have thrived living near the water in Central America and the Caribbean where I have evolved as a PADI Divemaster, Marina & Dive center director, Web & Booking apps developer for multiple Leisure organizations and practiced other sports such as surfing, kite surfing, sailing and paddleboarding. I have also partnered and been involved in multiple social-environmental projects such Swim for Haiti, AVAV & 4Ocean. Today I enjoy running & developing multiple Shopify stores and offering brand strategy consultations from stunning Lake Leman, Switzerland.

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