Email

Business Name

Product Type

Clothing Line, Podcast, Lawn-Care Service, etc.

Business Type

Location

City, State

The Innocent

Goal: To be happy Traits: Strives to be good, is pure, young, optimistic, simple, moral, romantic, loyal Drawback: Could be naïve or boring Marketing niche: Companies with strong values, seen as trustworthy, reliable and honest, associated with morality, good virtues, simplicity, can be nostalgic Example: Dove soap, Coca-Cola, Cottonelle bathroom tissue

The Regular Guy or Gal

Goal: To belong, or connect with others Traits: Down to earth, supportive, faithful, folksy, person next door, connects with others Drawback: Could lack a distinctive identity and blend in too much Marketing niche: Common touch, solid virtues, gives a sense of belonging Example: Home Depot, eBay

The Hero

Goal: Help to improve the world Traits: Courageous, bold, honorable, strong, confident, inspirational Drawback: Could be arrogant or aloof Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so Example: Nike, BMW, Duracell

The Outlaw

Goal: Break the rules and fight authority Traits: Rebellious, iconoclastic, wild, paving the way for change Drawback: Could take it too far and be seen in a negative way Marketing niche: Agent of change, advocate for the disenfranchised, allow people to vent or break with conventions Example: Harley-Davidson, Virgin (Richard Branson)

The Explorer

Goal: Finds fulfillment through discovery and new experiences Traits: Restless, adventurous, ambitious, individualistic, independent, pioneering Drawback: Might not fit into the mainstream Marketing niche: Exciting, risk-taking, authentic Example: Indiana Jones, Jeep, Red Bull

The Creator

Goal: Create something with meaning and enduring value Traits: Creative, imaginative, artistic, inventive, entrepreneur, non-conformist Drawback: Could be perfectionistic or impractical Marketing niche: Visionary, help customers express or create, and foster their imagination Example: Lego, Crayola

The Ruler

Goal: Control, create order from chaos Traits: Leader, responsible, organized, role model, administrator Drawback: Could lack a common connection, or be too authoritative or controlling Marketing niche: Help people become more organized, restore order, create more stability and security in a chaotic world Example: Microsoft, Barclays, Mercedes-Benz

The Magician

Goal: Make dreams come true, create something special Traits: Visionary, charismatic, imaginative, idealistic, spiritual Drawback: Could take risks that lead to bad outcomes Marketing niche: Help people transform their world, inspire change, expand consciousness Example: Disney, Wizard of Oz, Apple

The Lover

Goal: Create intimacy, inspire love Traits: Passionate, sensual, intimate, romantic, warm, committed, idealistic Drawback: Could be too selfless or not grounded enough Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships Example: Victoria’s Secret, Godiva Chocolate, Marie Claire

The Caregiver

Goal: To care for and protect others Traits: Caring, maternal, nurturing, selfless, generous, compassionate Drawback: Being taken advantage of, taken for granted, or exploited Marketing niche: Help people care for themselves, serve the public through health care, education or aid programs Example: Mother Theresa, Campbell’s Soup, Johnson & Johnson, Heinz

The Jester

Goal: To bring joy to the world Traits: Fun, sense of humor, light-hearted, mischievous, irreverent Drawback: Could be seen as frivolous or disrespectful Marketing niche: Help people have a good time or enjoy what they are doing, allow people to be more impulsive and spontaneous Example: Motley Fool, Ben & Jerry’s, IKEA

The Sage

Goal: To help the world gain wisdom and insight Traits: Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor Drawback: Could be overly contemplative or too opinionated Marketing niche: Help people to better understand the world, provide practical information and analysis Example: BBC, PBS, Google, Philips

Target Market

Pick 2 market types to START a campaign. The bigger the market - the more resources it will take to create awareness.

Customer Journey: The customer's experience from the customer's perspective. Check every box that is an accurate depiction of what "YOU believe" your customer's experience so far. Check all that apply.

Psychographics

How people think impacts what and how they purchase. What type of (main) customer do you have or do you plan to have?

Demographic

Select the demographic that you believe your MAIN customer fits in.

Age

Select what you believe is the age range of your MAIN customers.

Gender

Men or Women

Family

Family size

Status

Economic Class

Who is the Pepsi to your Coke?

What business establishment is the closest to your business approach?

Fokus Firm Branding Framework