Creating the perfect client profile
Ideal client avatar, dream customer persona, target client archetype, ideal buyer persona, perfect client profile…
These are just a tiny selection of phrases, from my own experience as well as a ChatGPT prompt, that all amount to the same concept. It doesn’t matter what you call it. But it really matters that you know, in depth, who this person is before you even begin to start work on your own brand identity.
So let’s break it down…
This is the customer or client who feels like a dream partner/collaborator/co-conspirator/superfan. Someone you could easily spend hours talking to and working with. And the process of clarifying and defining this person is the very first step in creating a brand identity and visuals that resonate with your core community.
This process is the one that is the most daunting to my own clients, and that’s totally understandable. Inventing a person out of thin air, regardless of whether you base it on reality or not, can feel disingenuous. It also unnerves people; will this be the only person who works with / buys from me? Categorically, no! Nailing down this part of your brand identity creation simply clarifies your messaging and allows you to truly and authentically target those who want you offer, need your what you offer and will be more than happy that they paid you for it.
So, what does it actually take to start building that perfect client profile?
If you’ve worked with clients or customers already, take a look back at who felt like a dream to work with. What is it about them that you vibed with so much? What were they particularly receptive to? Did repeat business happen? What might they have said about you to others?
Then, work out what kind of demographic they fit into. And remember, we’re not talking broad “target audiences” here. We’re getting into the nitty gritty of one persona: this includes the basics like age, gender, occupation and income, plus fleshing them out with values, hobbies, interests, world views, hopes, fears etc. This “persona” needs to feel tangible and real to you.
Have they given you genuine, constructive feedback? This one’s important. The dream collaborator, especially in the early days of your work, is someone who delivers not just a financial benefit to your business, but can help you to grow as a brand too. Consider some valuable feedback you may have been given on your journey to date.
Go back and chat to past clients or customer, if you have them. Be it a casual conversation or a more formalised survey, if you’re struggling to know how to inject bits of your past faves into this persona, it’s best to go ask. And ask them to be as honest as possible. This gets in under the weeds of how well you worked together and why they came to you in the first place. What was the unique stand out of you and your offering.
Work out what entices (and retains) your perfect customers and client Is it your engaging blogs? Are they most drawn to your videos online? Maybe it’s your personal touch or that you’re ready availability or you just show a genuine confidence in your abilities? Find out what drew them in and why they’d come back. Try and dig a little deeper and you'll find it's more than simple a "je ne sais quoi".
Yes, this process can be daunting. Absolutely no, will it do anything other than make your brand more personable and clear its messaging. Knowing this dream persona intimately is more than just good tick-box business analysis; it’s utterly essential to building a brand and business you can stand behind and be confident in its authenticity.
This is the very first place I’ll start any brand identity process with a client. Curious to know more about brand identity creation? Schedule a chat here: https://thebrandmentor.co/contact-me