Whether you call it a target market, avatar or ideal client, identifying who this person is is essential to your brand’s success. Your ideal client affects just about every aspect of your business so let’s chat about (1.) why it’s even important and (2.) how to identify who it is.
Why it’s important to know who your ideal client it?
Without knowing who your ideal client is how do you go about developing your branding? Your website? How do you market your company? Yes, believe it or not your ideal client affects each of these which is why identifying them first is so important! (If you haven’t done this yet or you’re redefining, don’t worry! This isn’t stuck in stone but will require some pivoting on your part.)
For example, our ideal client is female creative entrepreneurs (this doesn’t necessarily mean that we only work with female creatives though.. this is just who we typically connect with best!) so all our branding and marketing is geared towards them. We’ve developed our bright, bold brand personality to attract these clients. We give a dose of real talk in our copy and content which paired with our colorful visuals really resonates with them. While this style may not work for you, developing your brand personality with our ideal client in mind will help attract them to your company. Trust us.
While it’s always exciting to have your ideal client come to you, most of you know that’s not always the case. Sometime you need to go out and find them yourself.. BUT if you don’t know who your ideal client is, how do you find them? Because we’ve identified our ideal client, we know exactly where y’all hang out (helloooo Instagram and Facebook groups!) so we can connect there, develop relationships, and ultimately provide our services if needed.
How do you identify who your ideal client is?
Step one: Analyze yourself
This might feel counterintuitive but start by identifying this key thing about yourself/your business… What makes you different? What would make people want to work with you? Basically it comes down to what makes you unique. Consider a few of these questions:
Who are you? Are you fun, caring, generous, direct, etc?
Who are you when it comes to your brand?
What are your values? (Both personal and in business)
Step two: Past experience
Now it’s time to focus on your client/customer. Have you previously done this work before? If so, who were your favorite clients to work with? Write down a list of your top 3 and then consider:
Why did you like working with them so much?
Were there key values that you shared?
What industry did they work in?
Did your personalities match?
Did their brand speak to you?
Chances are the answers to these questions align with the questions you answered about yourself in step one! All of these factors will help you narrow down why you enjoyed working with them and help you develop a profile for your ideal client.
If you’re working in a new industry or doing something completely new, you can still develop an idea of who your ideal client is. Ask yourself the following:
When you've worked with others, what makes the project enjoyable? What makes it frustrating?
Is it important that your clients/customers have similar values to you?
Would it be easier if your brands and personalities matched?
Is there a specific industry that you would love to work with/in?
Who are the type of people you generally connect with on both a personal and professional level?
Step three: Develop the profile further
Now it’s time to take all your answers and start to develop the profile for your ideal client further. It’s time to take them from an idea to an actual “person”. This means it’s time to consider more details including:
Are they male or female?
Is there a specific age range?
What are their overall interests? (Anything from TV shows to how they spend their weekends to the type of food they like.)
What do they do for a living?
What type of person are they? (Fun-loving, serious, carefree, genuine, etc.)
Include any other additional details you think are relevant to who this person is. Identifying as much as possible will be helpful when you go out looking for them… You can use these details to target them in your branding, on social media, and in your overall marketing strategy. (Think about your color story, logo, searching hashtags, developing a brand voice, etc. -- Don’t worry! We’ll do another post soon on how to attract/find your ideal client!)
But when it comes to identifying your ideal client… Let's be real, it’s kind of like dating. It can sometimes be a painful process and you’ll learn along the way if your ideal client is really your ideal client or if you need to make some adjustments.
Just keep this one thing in mind, people want to work with people they can connect with on a deeper level. They want to work with people that really get them and that means you need to have a brand that resonates with them and vice versa! So with all that said, it’s time to get to it... Start working on identifying who your ideal client is and we’ll be back shortly to share more insight on how to find those perfect little gems!