Your brand relies on a few foundational concepts: your brand purpose, your brand identity (including brand voice), and having a clear idea of who your ideal client is. 

Finding your ideal client is a core session in my Brand Development Coaching Program because it helps keep your messaging relevant to potential clients while staying true to your brand, so you attract aligned clients!  

What is a client avatar profile? 

Your brand’s ideal client profile outlines who your ideal client is. Many tend to confuse their target audience with an ideal client. 

Unlike broad target audience descriptions like “college educated women ages 30-45”, your client avatar finds a specific group within target audiences, so you connect with them on a deeper level. 

This process includes identifying demographics and psychographics, i.e. who they are, what they believe and value. 

Client Avatar Demographics and Psychographics 

When you think demographics, you probably automatically think of words like “gender”, “age”, “marital status”, etc.  

People usually focus too much on this part. These details of a person’s identity are important, but you have to make them relevant.  

For example, if your client profile is of a woman entrepreneur, this can help you focus on understanding challenges that are unique to this demographic (e.g. overcoming corporate trauma they experienced as women).  

These challenges may be seen differently depending on your client avatar’s psychographics. 

Psychographics are more abstract parts of your client’s identity like morals, attitudes, beliefs, i.e. their worldview. You can identify this through actions like how they spend their time, the brands they support, etc. 

In the example of women who experience corporate trauma, their worldview will influence how they face and overcome the same challenge. 

Creating a client avatar does not mean you only sell to someone who checks off all the boxes. It simply helps you keep that person in mind when you are creating your messaging, so it is more relevant. 

3 steps you can take to create an ideal client avatar

Creating an ideal client avatar is an in depth process, but here are three steps you can take today to get started. 

1. Identify what specific group of people you want to help.

As you choose, keep your brand purpose in mind.

You can also choose to use entrepreneurship as your form of activism and serve a specific community that aligns with the causes that matter to you. 

Start by creating a list of your client avatar’s demographics. You can start broad and start narrowing down based on what matters to you and for your brand.  

Next, think about how these demographic details impact their lives or how it reflects something about who they are as a person. 

With the example of women entrepreneurs, think about where they are in their journey. 

The needs of a woman just starting their entrepreneurial journey is different from a woman who has 10 years experience as an entrepreneur. 

If they are a mompreneur, their priorities are likely different than women who don’t have kids. 

This can also help you as you grow your business and expand your services (i.e. you have a program for beginners and another for more advanced clients). 

If you want to find your authentic brand strategy to use in expanding your biz, check out this brand strategy quiz I created to help you understand how to show up in your business in alignment with your unique energy, personality & Human Design.

2. Identify their values 

Our actions tend to align with our values. When they don’t, that’s when we feel out of alignment. This will matter when you offer your solution, but before going into that, let’s discuss your avatar’s values: 

Continuing with the same example of women entrepreneurs, be specific about your avatar’s values. Perhaps your ideal client values mental health or financial security. 

Being specific helps you better understand them. 

Let’s say you have two women who are moms (let’s name them Ana and Susana). If Ana values discipline more and Susana values playfulness more, their parenting styles will be different. 

People tend to be complex, so the point of this exercise is to identify a list of core values that drive your clients the same way you would identify values for your brand. 

As you do this, think about what values matter to you when you work with somebody. Your ideal client reflects the people you will be serving, so aligning your values with theirs will help you serve from a place of joy rather than a sense of obligation. Consider using the Vision Book I created as a tool for this step!

3. Identify their lifestyle

With your client avatar’s demographics and values in mind, think about the lifestyle they have or aspire to have. 

For example, if you are speaking to women entrepreneurs who value nature, their lifestyle would include activities like hiking. 

Knowing this can inform the type of content you share. Keep in mind that this should still be aligned with your brand’s message and personality. 

To keep everything cohesive, find ways to weave this type of messaging with your brand strategy and your social media content pillars. Use these customizable branded Canva templates as a starting point!

If a client is not living a lifestyle in alignment with what they truly value and want, this is where your offers fit into their life.

As someone who values nature and freedom, my content includes these types of images and topics. 

Through my content, I show women a life of freedom is possible because this is my brand’s purpose: to help more women free themselves from social norms to live a vivacious life.

If you are ready to build an online brand that allows you to live a freedom and joy filled life, check out my brand development coaching program. This program gives you hands-on experience creating your brand from scratch, including messaging and social media strategy.

If you prefer a 1-on-1 approach, I offer a customized social media branding package.