How to Create a Customer Avatar

How to Create a Customer Avatar

How to Create a Customer Avatar

One of the most interesting, and often confusing, components of our Brand Strategy process is the customer avatar development.

February 23, 2023

Words by Marbury Team

Photo by Ellie Baygulov

One of the most interesting, and often misunderstood, components of our Brand Strategy process is the customer avatar development. At first glance, it feels superficial. Why would we need to know the age, occupation, or hobbies of our target audience? What does their fondness of astrology or poetry have to do with our product suite? When we ask our clients to dream up details about their customer avatar, we’re met with an amused moment of silence. 

“I’ve never thought of this before.”

As unusual as these details may seem, they often end up providing massive clarity for us (and our clients) in the brand development process. It’s also surprisingly fun to put a name and face to the people you’re speaking to through your messaging. There’s a sort of aliveness, character, and intimacy that’s born when you explore these avatars.

So, today we want to lift the veil and invite you into this piece of our Brand Strategy process.

Here’s how we create a customer avatar for our clients:

There’s a sort of aliveness, character, and intimacy that’s born when you explore your customer avatar.

We gather valuable information by highlighting these key areas:

  • Age
  • Gender
  • Marital Status
  • Age of Kids
  • Location
  • Occupation
  • Income
  • Education Level
  • Lifestyle & Interests
  • Favorite Brands
  • Goals, Values & Aspirations
  • Challenges, Fears, Problems & Struggles
  • How They Discover The Brand

This may feel like a lot, but having these details is crucial if we want to create a full-spectrum brand that lands with your target audience. Through this information, we’re able to understand who this person is, what stage of their life they’re in, and the challenges they’re facing in their day to day. We can then pull these elements together to create a clearer picture of the kind of person we’re reaching. 

This brings us to our next point.


We evaluate your ideal client’s buying motivation.

As humans, we buy from emotion rather than need. Having a sense for what your target audience values, desires, struggles with, and appreciates, will allow you to discern their emotional motivations in advance. This gives you an added edge in your marketing and allows you to align your branding with what your clients actually want.

Let’s say your audience is composed of working mothers whose high-powered jobs leave them feeling stressed, frantic, and disembodied. Their core desire is to feel relieved and relaxed. Through your product or service, you have the gift of offering them the peace, simplicity, and rest that they long for. You’re not just selling an impeccably crafted sofa or a scented candle — you’re offering them a momentary reprieve from their demanding lifestyle.

They’re not buying your candle because they need a candle. Instead, they’re buying it for the feeling and the sensation that it can give them. When they click “purchase”, they’re doing it because your branding, messaging, and marketing have touched them in a unique way. They can picture themselves lighting the wick while they curl up with a book and breathe deeply at the end of a long day. 

Knowing your audience allows you to craft this vivid picture for them throughout your branding experience.


We integrate this information & emotion into your brand identity.

After clarifying your customer avatar, we begin practically applying these insights into every facet of your design. When we select a color palette or visualize a wordmark, we’re doing it with your customer in mind. What do they want to feel? What colors and textures will bring them their desired feeling? What shapes will pique their interest? 

By creating a customer avatar, and infusing that information into your brand development, you’re creating a holistic experience that’s tailored to exactly the person you’re trying to reach. 

This is why we love taking our clients through this nitty gritty process of understanding their audience, even if it feels a bit confusing at first. It’s worth the investigation.

Here are three questions to take with you as you create your customer avatar:

  • Who do I feel most excited & equipped to serve through my business?
  • What do these people value?
  • What do they desire more than anything?


We hope these questions lead you to greater awareness and clarity as you expand your brand.

Interested in learning more about our process as an agency? Journey to our about page to learn more about the values, visions, and capabilities that guide our work.

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