Why you need a BRAND AVATAR
Welcome to the exciting world of being an entrepreneur…hard-core WFH, risk-taking, figuring things out as you go, creating a product, a collection, or a service that you love that inspires, brings beauty, and makes a difference in the world!
It’s exciting, harrowing, satisfying, frustrating, and deeply satisfying all at the same time, isn’t it?
As someone who’s worked in the advertising world as an account executive., and Senior VP for over 26 years…as well as someone who has several of my own businesses, I know how it can be.
I also know how critical it is for your success to have a deep, intimate, super-clear understanding of just WHO YOUR IDEAL CUSTOMER IS - THIS ONE THING literally guides EVERYTHING YOU DO -from your marketing, your sales process - to the way you deliver your services or products- to the particular words you use to communicate and call them forward.
Call them your ICA, your target market, your buyer persona, your people, your brand avatar - whatever you call them - you’ve gotta get to know them, to feel for them, to know everything about them - like what really matters most in their world, and what they secretly fear the most.
Doing the work necessary to create a CLEARLY DEFINED ICA instantly makes your business life run much smoother - business decisions become obvious and connecting with your ideal customers infinitely easier.
Having a clear, cohesive, well-defined brand avatar specifically will help you to:
Know exactly where to invest your marketing dollars
Know which social media platforms you need to focus on
Write your copy with much more ease (you’ll essentially be speaking directly to one person - just like the most authentic, fun conversations with your best friend)
Take the guesswork out of creating new services or products and deliver spot-on new collections, programs, and products that delight because you understand and anticipate their needs and concerns
Here’s where I have my clients think about as we begin the process to identify their own unique customer avatars and build impactful brands for their creative work. Give yourself all the time and space you need to get this ONE IDEAL PERSON you envision is most aligned for you, and your product or service?
Ask yourself the questions below and don’t stop until you’re super clear on exactly WHO your ICA is! these will get you started:
1 Who is this person? Yes, by all means, go ahead and start with demographics (things like age, gender, where they live, their household income.
Now, DIG DEEPER to uncover and flesh this person out by asking things like:
2. What do they like to do in their free time?
3. What are the most important values they hold dear?
4. What do they read, watch, and like to listen to?
5. Who do they hang out with?
6. What brands do they buy?
7. Your ICA just won $1 million in the lottery - what do they do with the money?
8. Do they engage in social media? Which platforms are they are most?
Let this process be FUN, FREE, AND EXHILARATING! Don’t hold back on fully bringing this person to life. I promise its all worth the effort required and will go a very long, long way to propel you and your business forward.
READY, SET, GO!