What Does Your Ideal Customer Look Like?




Download a copy of the customer avatar worksheet here…


Creating an ideal customer avatar is a crucial step for any business looking to refine its marketing strategies and attract the right audience. This comprehensive guide will walk you through the process using a practical example tailored to a solar business. By understanding your ideal customer, you can tailor your marketing efforts to resonate with your target audience, ultimately boosting your sales and customer satisfaction.


What is a Customer Avatar?


A customer avatar is a detailed profile of your ideal customer. It includes demographics, behaviours, preferences, and pain points, helping you understand who your customers are and what they need. This living document should be updated regularly as your business grows and evolves.


Step-by-Step Guide to Creating Your Customer Avatar


1. Identify Your Target Market

Start by determining whether your business is B2C (business-to-consumer) or B2B (business-to-business). For this example, we will focus on a B2C solar company offering solar panel and battery installations.


2. Demographic Details

  • Gender: Predominantly males
  • Location: Based in Scotland, UK
  • Age: 40 and above
  • Income Level: Higher income bracket, typically homeowners with disposable income
  • Job Roles: Managers, senior positions, business owners, and engineers
  • Family Status: Majority have families with kids


3. Psychographic Details

  • Leisure Activities: Watching football, playing golf, traveling to holiday destinations like Spain and Italy
  • Personality Traits: Outgoing, decision-makers, and conversational
  • Vehicle Preference: More likely to own electric vehicles, which align with their interest in solar energy


4. Behavioural Insights

  • Price Sensitivity: Value-driven but conscious of price
  • Biggest Problems: High energy bills
  • Biggest Desires: Lower energy bills, increased home value, and energy independence


5. Pain Points and Solutions

  • Immediate Concerns: High finance expenditure
  • Long-term Benefits: Continuous reduction in energy bills through solar technology with a lifespan of 25-30 years


6. Reaching Your Avatar

Digital Platforms:

  • Predominantly active on Facebook, possibly TikTok.
  • Engage with local community groups on Facebook

Physical Locations:

  • Golf clubs, football clubs.

Media Consumption:

  • Newspapers: Daily Record, Scottish Sun, Scotsman
  • Websites: BBC, Money Saving Expert (Martin Lewis)


  • Attending football matches, golf tournaments, concerts, and family-oriented events


7. Practical Application

Use this avatar to guide your marketing strategies. When creating advertisements or marketing materials, ensure they resonate with your customer profile. For instance, a flyer targeting electric vehicle owners should highlight how solar panels can reduce energy bills and provide energy independence, written in a straightforward and mature tone.



Creating a customer avatar helps you focus your marketing efforts on the right audience, ensuring that your messages resonate and convert. Regularly update this profile to reflect changes in your customer base and business landscape. By understanding your ideal customer, you can better serve their needs and drive your business forward.



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