Brain Driven Brands: Episode Summary

Title: Your Customer Avatar Is Wrong (But Don’t Worry, So Is Everyone Else’s)
Host: Sarah Levinger
Release Date: January 14, 2025

Introduction

In the latest episode of Brain Driven Brands, host Sarah Levinger dives deep into the intricacies of customer avatar creation and its common pitfalls. Co-host Nate Legos joins her in a candid discussion about the inaccuracies prevalent in how brands perceive their target audiences. Recorded in 2025, this episode marks a significant milestone as the hosts approach their 50th episode, blending humor with insightful marketing strategies.

The Problem with Traditional Customer Avatars

Understanding the Misconception
Sarah and Nate kick off the conversation by acknowledging a widespread issue: most brands have flawed customer avatars. Sarah emphasizes, “99 of the brands that I've worked with get this wrong” (02:38), highlighting that these inaccuracies stem from relying heavily on subjective perceptions rather than concrete data.

Founder’s Bias and Stagnant Avatars
They discuss how customer avatars are often rooted in the founder’s original vision and experiences, which may no longer align with the evolving customer base. Nate adds, “A lot of times, you have somebody at the top who had the problem that they solved by building their business. But the problem was they've changed” (11:26), underscoring the disconnect that can occur over time.

Building Accurate and Dynamic Customer Avatars

A Five-Point System
Sarah introduces a comprehensive five-point framework for constructing more accurate customer avatars:

1. Identity: Understanding the core characteristics and values of the customer.
2. Emotion: Identifying the specific emotional triggers that drive purchasing decisions.
3. Generation: Segmenting customers based on generational behaviors and preferences.
4. Seasonal Purchasing Behavior: Mapping buying patterns to specific times of the year.
5. Cultural Movements: Recognizing broader cultural trends that influence customer behavior.

Case Study: Original Grain
Using Original Grain as an example, Nate shares how their initial customer avatar focused on demographic data, such as “women ranging in age from 30 to 60” (06:26). However, through post-purchase surveys and reviews, they discovered that these women were primarily purchasing watches as gifts for important men in their lives. This revelation led to a deeper understanding of the customers' emotional motivations, such as “showing validation and appreciation” (05:09).

Dynamic Avatars with Tether Insights
Sarah introduces Tether Insights, a tool designed to create fluid customer avatars that evolve with changing customer behaviors. She explains, “If your customer avatar isn't fluid, it isn't morphing with the customers as they're changing in their own lives” (12:18). This approach ensures that marketing strategies remain relevant and effective over time.

Practical Applications and Strategies

Seasonal and Cultural Alignment
The hosts delve into the importance of aligning marketing campaigns with seasonal events and cultural movements. Nate discusses how Original Grain has traditionally targeted major holidays like Valentine’s Day and Father’s Day but aims to expand to more nuanced occasions such as promotions at work or personal milestones like engagements and marriages (17:05).

Sarah elaborates on integrating generational purchasing data, stating, “We can draft a 52 week plan for OG that says during the 15th week of the year, run this emotion in this way to increase sales” (16:08). This strategic planning allows for more targeted and timely marketing efforts.

Examples of Successful Avatar Adaptation
An illustrative example is provided with Pedialyte, originally a beverage for children, which successfully repositioned itself as a hangover cure. Sarah explains, “They saw when they did their word cloud analysis, Pedialyte and Hangover were like two of the biggest ones that were coming out. So they decided to tap into this” (19:37). This pivot showcases the importance of adapting customer avatars based on real-time data and behavior analysis.

Insights and Takeaways

Continuous Research and Adaptation
Sarah and Nate stress the necessity of ongoing research to keep customer avatars aligned with current customer states. Sarah notes, “Every customer avatar on the planet was built Station seven years ago by the founder who usually was the customer” (10:36), highlighting the risk of outdated avatars.

Strategy Over Format
A key takeaway is the distinction between strategy and format in marketing. Sarah asserts, “Format selection is not strategy” (24:34), emphasizing that understanding the customer deeply is more crucial than the medium used to reach them. This philosophy ensures that the messaging remains consistent and authentic, regardless of the platform.

Leveraging Tools for Enhanced Marketing
The introduction of Tether Insights serves as a pivotal point in the discussion, where Sarah outlines the benefits of utilizing advanced tools to gain actionable insights. These tools facilitate the creation of dynamic avatars, enabling brands to tailor their marketing strategies effectively throughout the year.

Notable Quotes

• Sarah Levinger: “99 of the brands that I've worked with get this wrong” (02:38)
• Nate Legos: “A lot of times, you have somebody at the top who had the problem that they solved by building their business. But the problem was they've changed” (11:26)
• Sarah Levinger: “Format selection is not strategy” (24:34)
• Nate Legos: “I'm always like, I don't know if I should plug this episode” referring humorously to self-sponsorship (12:24)

Conclusion

This episode of Brain Driven Brands offers a thorough exploration of the challenges and solutions associated with creating accurate customer avatars. By emphasizing data-driven approaches and the necessity for dynamic, evolving avatars, Sarah and Nate provide valuable insights for marketers aiming to enhance their brand strategies. The discussion also highlights the importance of authentic, emotion-driven messaging over mere format experimentation, urging brands to deeply understand and continuously adapt to their customers' evolving needs.

For listeners eager to implement these strategies, exploring tools like Tether Insights is recommended to stay ahead in the competitive e-commerce landscape.

Follow Sarah Levinger:

• Twitter: @sarahlevenger
• Website: TetherInsights.io

Producer: Scotty
Network: Learn and Laugh series on the Quickfire Podcast Network