Your brand will appeal to some people while not to others. You shouldn’t be concerned, though, as it’s quite acceptable that way. Not all consumers in the market match your ideal client. It’s true that at first glance, a broad audience could be a good fit for your brand. If your company sells evening gowns, you might claim that any woman with a particular income can purchase from you. The target audience should, however, be addressed in more detail.
And why’s that? Because a product might actually draw customers with a variety of needs and goals, and a marketing and branding strategy should be folded on this particular customer profile.
Your Action Plan!
5 things to consider when creating the avatar of your ideal client

1. Your avatar name and picture

It is best to think of your avatar as a real person rather than a fictional character. For this reason, we advise adding a genuine name, a picture, and even a nickname to your avatar. In this way, when you will talk about your avatar, you will have a real person in mind and you will refer it by his name. From this point, everything will become more real and your perception will always be human oriented. 

2. Clear socio-demographic elements

The client you are talking to has a set income, a job, and a residence. Be as specific as you can while providing such information, keeping in mind that doing so will enable you to later define your brand positioning. Your ideal customer’s purchasing power will provide you clues regarding your pricing strategy, for instance. We frequently see an income range of 2,000 to 10,000 euros of the ideal client. These figures make it quite obvious that we are NOT aiming for an avatar of a real person, with a real income. And this is where some businesses’ unsuccessful tactics are born. 

3. Hobbies and interests

Discover what he enjoys doing in his free time, what he reads, what he watches, who he meets, what ads he sees, where he spends his time, and who or where he gets referrals from. All of this will help you gain a deeper understanding of the target audience and their true motivations.

4. Personal values

What are your client’s values? Values are important because they allow you to align your brand’s promises, messaging, and own values with those of your target audience. Cialdini has already shown us that people are more likely to be persuaded by those who they like and resemble. Therefore, there are higher changes for your target audience to choose you, if they identify with your brand. 

5. Aspirational, emotional and functional expectations

By defining these expectations, you can create real and authentic brand messages and not just meaningless promotional ads that won’t convince anyone to interact with your brand. Having a more honest and sincere communication with your audience, based on its expectations, will make your avatar believe you really know what’s on his mind, you really understand it and you are really speaking a voice it can relate to. 

For stat-ups, this process may be a real deal, it may require extensive research and can be really time consuming, but in the end, it will provide with a valuable perspective of the needs and motivations of their audience. Clearly identifying the target audience will make it easier to catch their attention, because their wants and goals will be always placed at the center of your activity and decisions.
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