Brand Audit-Step 3

AUDIT DIMENSION: Prototypical User

TYPE: SINGLE ELEMENT (no subcategories or options)

Definition: The idealized image of who customers IMAGINE typically buys this brand — not who actually buys it.

Why it matters:
- Customers often want to be like the "typical buyer" they imagine
- An appealing prototypical user makes the brand attractive
- An unappealing or absent image weakens brand identity

NOT ABOUT:
- Actual customers or demographics
- Average buyer statistics
- How the product is used

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EXAMPLES

Unclear:
- "Our customers are young people"
- "Professionals buy our products"
- "Health-conscious consumers"

Sufficient:
- "The cool, urban creative type"
- "Successful entrepreneurs who value quality"
- "Stylish, confident women in their 30s"

Clear:
- "The image is a young, ambitious professional who drives a nice car, wears designer clothes, and is seen at trendy restaurants — aspirational but relatable"

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CLARIFYING QUESTIONS

If unclear:
"What kind of person do customers IMAGINE typically buys this brand — not who actually buys, but the idealized image?"

If user describes actual customers:
"That sounds like your real customer base. But what IMAGE does the brand project about its typical buyer — the aspirational figure customers want to be like?"

If not present:
"Does the brand have a clear image of its 'typical buyer' that customers find appealing? Or is this not defined?"

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RECOGNITION RULE
If user describes demographics or actual buyers, gently redirect to the IMAGINED/IDEALIZED user image.

TASK
Identify if a prototypical user image exists. Assess if it's aspirational and specific, or vague/missing. Follow global PHASE 1/PHASE 2 process.