Does your brand have an avatar? No, not the blue movie character, we’re talking about your brand’s ideal client!
The role of the designer is that of a good, thoughtful host anticipating the needs of his guests. Charles Eames
Charles Eames made a definitive statement about being a designer anticipating the needs of his guests, but are you anticipating the needs of your clients and customers?
The definition of an avatar is an embodiment or personification, as of a principle, attitude, or view of life and in a digital sense, an avatar is a graphical image that represents a person.
In business, we are either selling a product or service or being an information destination for our customers or potential customers.
We match our product or service to people who we believe need our business. Our business solves a pain, frustration or need of a person or people. It’s a simple equation. Need = solution.
However, it’s not really that simple or in fact that easy to have a product and perfectly match it with the ideal customer, unless we do our homework.
Creating an avatar is a great way to, visually or verbally, depict our ideal client or customer. This should be a base part of your brand identity, vision, mission and goal. It ties in with your financial goals, budgeting, product or service development, stock holdings, level of demand, advertising and promotion, marketing and so much more.
Think of your product or service; it fits a niche market (hopefully you have identified this already, if not read more here), you more than likely have competitors, you have worked through product development or outlined your services and you’re marketing your brand.
But who are you selling to?
Not the market, not the industry, but your ideal customer, do you know who they are.
Let’s break this down, let’s ask some questions around this.
- What does your customer look like?
- Are they male or female?
- Where do they shop?
- Where do they buy their clothes?
- Are they brand conscious?
- Where do they hang out?
- Where do they source their information?
- Are they actively on social media, which platforms are they most likely to use?
- What are their social activities?
- Do they play sport?
- Do they exercise?
- Do they eat out, or do they cook at home?
- What does their family unit look like?
- Do they have kids?
- How old are their kids?
- Where do the kids go to school?
- Who are their friends or acquaintances?
- Do they have pets, which type of pets, how many?
- Do they work, where, what industry?
- What is their income?
- What is their budget spend on your product or service?
- Do they budget their income?
- Do they have disposable income?
- Do they own their own home or rent?
- Do they have a mortgage?
- Do they use the services of a house cleaner, gardener, mechanic etc?
- Do they have investments?
- Do they have insurance, what sort of policies?
- Do they have private health insurance?
- Do they have superannuation, is it self-managed?
- What car do they drive?
- Do they travel, interstate or overseas, how often?
- Are they environmentally conscious?
There are so many more questions to ask, these are simply a sample idea.
Now, some of these questions may not apply to your business brand, but you get the drift. You want to dive in deep, get to know your customers, learn all you can about them in order to truly serve them with your product and service. The more you know about them, the more your business can achieve, not only your goals, but also match the vision and mission you set out to represent with your brand.
As you answer these questions, you will start to form an image of your ideal customer. When you have this image, or the written details, you can formulate how your brand fits into their life and how you can directly target your content, marketing and advertising to your niche client.
This process ensures your brand is priced appropriately to your market, your advertising is focused in the right place to find your ideal client, the upsells and add-ons are applicable to your client base and you are indeed the solution to the pain, frustration and needs of your customers.
The benefits are far reaching when you know who you are selling to.
Get in touch today if you would like help identifying your brand’s avatar. It’s a base requirement to harvesting your online potential.