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Looking to target your audience effectively?

Understanding and defining your target audience and their needs is vital. This is where customer archetypes and buyer personas come into play.

By creating detailed representations of your ideal customers, you can tailor your marketing strategies to resonate with them on a deeper level.

Customer archetypes are fictionalised character profiles that represent different segments of your target audience. They help you understand their motivations, aspirations, and pain points. On the other hand, buyer personas are more specific and individualised representations of your ideal customers. They include demographic information, behaviours, and preferences that guide your marketing efforts.

With customer archetypes and buyer personas, you can create content, products, and campaigns that address your audience’s specific needs and desires. This leads to increased engagement, improved conversion rates, and ultimately, business growth.


In this article, we delve into the strategies of developing customer archetypes and buyer personas, and how to use them to target your audience effectively.

So, if you want to develop an eCommerce marketing strategy and boost your marketing efforts, stay tuned for some valuable insights!

The starting point is the target audience.

Defining your target audience means figuring out exactly who you want to reach with your products or services. Here’s why it matters:

  1. Better Marketing: When you know who your audience is, you can focus your marketing efforts where they’ll be most effective. This saves time and money.
  2. Product Improvement: Understanding what your audience wants helps you develop products or services that meet their needs and preferences.
  3. Building Relationships: Knowing your audience helps you connect with them on a deeper level. This builds trust and loyalty.
  4. Standing Out: Understanding your audience helps you differentiate your business from competitors.
  5. Increasing Engagement: Tailoring your messages to your audience’s preferences makes them more likely to pay attention and respond positively.

Use Customer Archetypes to step into the insights!

Customer archetypes are fictional representations of ideal customers within specific segments or groups. Each archetype includes key traits, motivations, and preferences shared by a particular customer category.

Think of them as simplified “characters” that embody the essence of your target audience.

There are 12 brand archetypes, their characteristics, and the impact of each brand persona.

Here’s a complete guide proposed by Crowdspring – and while you’re at it, check out this video that does a deep dive on all the archetypes, from Brand Master Academy.

Let’s consider the archetype of the “Everyman” as an example.

This type of individual primarily seeks a sense of belonging and tends to blend in with society, preferring not to stand out. They are friendly and approachable, with a behaviour that is neither excessively humorous, rude, nor loud. Despite their easy-going nature, they may harbour a fear of rejection while readily extending trust to others.

The Everyman typically maintains a positive outlook and strives to fit in with their social group.

  • Desire: Sense of Belonging
  • Branding style: Emphasise inclusivity and community, align with fundamental values.
  • Ideal industries: Home and family life, comfort foods, everyday apparel

Examples of brands with the “Everyman Archetype”

  • Coca-Cola: Known for its universal appeal and emphasis on bringing people together through shared experiences.
  • Honda: Emphasises reliability and practicality, appealing to individuals seeking functional and affordable transportation.
  • Levi’s: Offers classic, comfortable denim apparel that resonates with a wide range of consumers.

These brands create a welcoming and inclusive environment, resonating with the desires and values of the Everyman archetype. These archetypes make marketers able to understand the core motivations of customer behaviour, and this allows a more targeted and effective marketing strategy.

Why should you use customer archetypes?

  1. Simplified understanding: Archetypes transform complex customer data into easily understandable profiles, facilitating insights into customer needs and preferences.
  2. Targeted marketing: By aligning marketing efforts with specific archetypes, businesses can tailor messages and offerings to resonate with distinct customer segments.
  3. Product development: Understanding archetype preferences guides product development, ensuring offerings align with customer desires.
  4. Competitive advantage: Leveraging archetypes helps businesses differentiate themselves from competitors by appealing directly to customer preferences.

Transitioning to buyer personas

Customer archetypes are the first step in moving from a general audience to specific buyer personas:

  1. Starting broad with archetypes. Archetypes identify overall customer motivations and behaviours.
  2. Getting detailed with buyer personas. Buyer personas build on archetypes by adding personal details like demographics and interests. Customer personas allow for tailored marketing strategies that meet individual customer needs and preferences effectively.

Personas are fictional representations of your ideal customers within each segment. They go beyond demographics to include details like motivations, goals, challenges, and preferred communication channels.

Why buyer personas matter

Personas guide businesses towards attracting higher-value customers, generating better leads, and achieving higher conversion and customer retention rates.

A case study by NetProspex highlighted that their efforts in creating target personas resulted in significant improvements. This included doubling the number of page views per visit, increasing site visit duration by 900%, and boosting marketing ROI by 171%.

Key elements of effective buyer personas

Once you have collected information about your customers – through surveys, interviews, or data analytics tools – you can start crafting the personas. Look for details like age, location, interests, and why they choose your product or service.

You should be able to complete these points:

  1. Demographics: Basic information like age, gender, location, and occupation.
  2. Motivations and goals: Understand what drives your customers to use your product or service.
  3. Challenges and pain points: Identify problems your customers face that your business can solve.
  4. Preferred communication: Learn how your customers like to receive information (e.g., email, social media, phone).
  5. Buying behaviour: Understand how and why customers make purchasing decisions.

An example of a buyer persona: The Caring Homemaker

Name: Sarah Wilson

Age: 35-45
Gender: Female
Location: Melbourne, Australia
Occupation: Stay-at-home mum, part-time nurse
Background: Sarah is a nurturing and compassionate individual who prioritises family and community. She has a background in nursing and currently focuses on raising her children while working part-time at a local hospital.

customer archetypes and buyer personas the homemaker

I love filling my home with products that reflect my commitment to sustainability and caring for my family. Supporting local businesses makes each purchase feel special and meaningful.

- Sarah Wilson


  • Primary goal: To create a warm and welcoming home environment for her family.
  • Secondary goals: To support local businesses and contribute to charitable causes.


Sarah often struggles to find high-quality, locally-made gifts that align with her values of sustainability and craftsmanship. She seeks products that are safe and gentle for her family.

Needs and Preferences:

  • Prefers natural and eco-friendly products for her home and family.
  • Values unique and thoughtful gifts that express care and appreciation.
  • Seeks products that support local artisans and small businesses.


Sarah is motivated by the desire to care for her loved ones and contribute positively to her community. She appreciates products that align with her nurturing personality.

Buying Behaviour:

  • She researches products online and through word-of-mouth recommendations.
  • She makes purchasing decisions based on product quality, authenticity, and brand reputation.


Influenced by recommendations from fellow moms, local community groups, and social media influencers who share similar values.

Understanding your target audience through customer archetypes and buyer personas is crucial in today’s competitive business landscape. Customer archetypes provide a foundational understanding of overarching customer motivations and behaviours, transitioning to detailed buyer personas that incorporate specific demographic and psychographic details.

By leveraging customer archetypes and buyer personas, businesses can craft highly targeted marketing strategies that resonate with individual customer needs and preferences.

Adopting customer-centric approaches through archetypes and personas helps businesses build stronger customer relationships, differentiate themselves, and achieve long-term success.


Are you ready to create your own buyer personas? Reach out to Little Big Shop to get started.

Feeling inspired? Discover more about small business at our blog, and start your free 14-day trial here.