Identifying Your Ideal Client Avatar

Identifying your ideal client avatar is the first & most important step in defining your brand strategy.

It can be a really in-depth process, and can sometimes get a little unwieldy. 

There are a lot of 50-page workbooks out there telling you to identify everything from what your ideal client watches on TV to what they eat for breakfast. 

That’s not what we’re going for here. 

We just want to get clear on who you’re talking to, what they need, and how your brand is going to improve their life or situation. 

We’re going to do that by identifying five simple-but-powerful pieces of information.

Let’s get started!

(PS. There’s a handy worksheet inside our free Brand Strategy Workbook 👇)

Close your eyes (if you want, no pressure) and envision your ideal client or customer — the ones who make your heart sing and really love what you do.

Think about the ones who are a JOY to work with — no nightmare clients allowed in the ICA universe.

If your target client is a business, think about the person within that company who’s responsible for purchasing the thing you sell.

Keep that person in mind as we talk about the 5 topics below!

1. Basic Demographics

Quick time-warp back to the 1990s: Remember getting AOL Instant Messages from strangers that just said “A/S/L”?

(For the non-Millennials in the house, that stands for “Age/Sex/Location.” And yes it’s weird that strangers would lead with that instead of “hi.”)

Well, that’s what we’re looking for here… just less creepy.

The basic demographics of your ideal client are things like age, location, marriage status, occupation, and household income. 

Basically, anything you’d find on the US Census.

Focus on the questions that are most relevant to your product or service.

For instance, knowing someone’s job might be super important if you sell something they use for work. On the flip side, the city they live in may not matter if your business is all done online.

If you feel yourself falling down a rabbit hole, then set a timer for five minutes. That’s all you should need since you’re just looking for the basics!

Examples of Basic Demographics:

• A 30-something female urban professional with children
• A self-published author
• A laid-back, stylish bride in the Houston area

Not everyone in your audience will fit this mold, but these answers will start to give you a general idea of who you’re speaking to.

2. Their Problem(s)

Let’s get specific about what your ICA really needs when it comes to your brand.

We’re talking about the things they picture in future versions of their life, and the frustrations that make them want to pull their hair out. 

Because when you can tap into those needs and address them head-on, they’ll light up with recognition and appreciation.

It’ll leave them nodding their head, thinking, “Yes! They get me.”

Questions to Ask:

• What problems or pain points do they have that your brand helps them address?
• What’s their biggest struggle when it comes to the problem your brand solves?
• What’s agitating them daily?

As you’re thinking about your ICA’s needs & pain points, make sure you’re looking for answers that relate to your solution.

It’s less important that your ICA doesn’t have time to make dinner if what you sell is new phone cases.

Examples of Their Problem(s):

• Too busy with work and her kids to make healthy meals
• Doesn’t know how to market online
• Struggles to find time to plan her wedding

Pro Tip: If you don’t know the answer to any of these questions, consider asking someone who matches your ICA and get some real-world insights!

3. Your Solution

Time for your brand to swoop in and save the day!
*Cue the Superman theme song*

When it comes to alleviating their frustration or getting what they want, your product or service is what’s going to get them there.

This is a simple visual we use in our course, Oh Hey, New Brand, to show what’s important to your ICA:

Where they are now is on the left, and where they want to be on the right, and your solution is how they get from Point A to Point B.

The clearer you can make that path, and the more they can visualize the transformation they’ll experience, the easier it’ll be for them to say yes to your offer to help them.

You may have heard the saying: “People don’t want a drill, they want a hole.” They only buy the drill because it gets them to their end goal.

It’s the same with branding & marketing. You’re not really selling them your product or service. You’re selling them the end result they’re looking for, and the satisfaction they’ll feel when they achieve it.

Questions to Ask:

• What functional job are they trying to complete that your brand helps with?
• What’s the tangible or tactical thing they want that your brand delivers?
• What would they Google in order to address the needs & pain points above?

Examples of Solutions:

• An all-in-one solution delivered to her door
• More traffic to their website
• Help organizing and executing tasks

Get literal here — you’re looking for the actual, functional thing they’re getting by investing in your solution. It’s the bridge that gets them to #4…

4. Immediate Benefit(s)

Spoiler alert: We humans are obsessed with instant gratification. We have absolutely no chill when it comes to waiting for ANYTHING.

That’s why it’s important to let your ICA know that something good is coming their way ASAP as soon as they click “buy” (or inquire, book now, etc).

Questions to Ask:

• What will buying your product or service get them today?
• How will it make them feel?
• How will it make things easier for them?

Examples of Immediate Benefit(s):

• Effortlessly cook healthy dinners
• Sell more copies of their book
• Feel less stressed and panicked

Once you’ve answered these questions, you’ll be clear on the short-term benefits of your solution.

But we’re not going to stop there.

Because when you’ve got a handle on both your ICA’s short-term and long-term needs, it’s like having a superpower.

You’ll be able to craft messaging that hits them where it counts, on not just one, but two levels. And that brings us to #5…

5. Long Term Desire(s)

This is the last step…
the big kahuna…
and the one most people forget.

This is the thing they REALLY want. Their big life desires. How they want to feel. The stuff under the surface.

Ok, we know this step can feel daunting because we’re using phrases like “big life desires.”

But the outcome doesn’t necessarily need to be big and life-changing. 

It can be just one step further than the immediate benefit.

Questions to Ask:

• What positive feelings will they have that they didn’t feel before?
• How will their life improve after using your solution?
• What feelings or emotions are they chasing when they consider your brand or solution?

Examples of Long Term Desire(s):

• Know she’s feeding her family nutritious meals
• Become a best-selling author
• Have a beautiful, relaxed day where everything goes perfectly

These long-term desires may not be top-of-mind every day, but they make a big impact when they’re met.

Someone might buy your product or service because it solves an immediate need, but they’ll be loyal to your brand because it meets a deeper need.

In other words, they’ll feel more seen and be willing to spend more money.

That’s the magic of branding ✨ 

Ready to create the rest of your branding?

Looking to create a strong brand strategy AND a fully-equipped visual brand toolbox? 

We’re talking about a show-stopping logo, a swoon-worthy color palette, and graphics that scream YOU!

Check out our course, Oh Hey, New Brand, where we guide you through our step-by-step process for creating a brand that’s as unique as you are.

Whether you’re starting from scratch, or just wanting to bring everything together into a cohesive package, this is for you! Find all the juicy details here.

Or maybe you’d rather skip the DIY & call in the pros instead?

Check out our Branding & Website Design Services, and if you want to work together, fill out our inquiry form. Can’t wait to meet you!