Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 34

A customer avatar is a fictional character that represents your target customers. Its purpose is to give you a sense of your audience that inspires you to create design elements and content that are likely to persuade customers to support and even promote your brand.

This step involves research and analysis to get to know the people who make up your target market, describing your avatar in your own words, and refining it to keep up with the times and any changes in your target market.

You can create more than one customer avatar to represent people from different market segments you’re trying to penetrate. But you want to avoid trying to be all things to all people and making an avatar so broad that your design and content have no measurable impact on anyone. See Chapter 5 for guidance on creating a customer avatar.