Brand Believer is the term I came up with to describe my ideal client. You’ve probably also heard it referred to as customer avatar, ideal customer, ideal client, or customer profile. I love the term Brand Believer because you want the people you work with to be committed to your brand and understand fully who you are and what you stand for and because of that they have complete buy in to your brand and business.
Regardless of what term you use, building your Brand Believer is a very important part of your branding process.
Why is defining your Brand Believer important?
If you’re like many business owners, including me, when you first start out you think you want to appeal to everyone because the more people who are your target the better chance you have at
landing clients. Would you believe me if I told you this is completely wrong? By being too vague and neutral you end up appealing to fewer people because nobody knows who you really are. When potential clients don’t know who you are, what you stand for, and what an experience with you will look like they move on until they find the person who is the right fit. Don’t be a chameleon and adapt to every single person that comes along. Know who you are and be true to that, understand your Brand Believer and the right clients will come your way.
How to build your Brand Believer
Stop for a moment, pull out a pen and paper and really give these next prompts some thought. Have you already been fortunate enough to work with the perfect client? The client who made the entire process a joy, made you inspired, you connected with, and the whole journey was exactly how you would like it to be with each client. If you have, think of that person as you answer the below questions, if you haven’t really take the time to think about what that ideal client experience looks like.
Here are a few elements to consider in building your Brand Believer:
Is your Brand Believer male or female? Does this matter? Why or why not?
What parts of the experience you offer are of the most value to your Believer?
What has the most impact on their overall impression of the process?
What does your Brand Believer do for work? In their spare time?
What things matter most to your Brand Believer?
Going through the entire process of building and understanding your Brand Believer makes your marketing efforts, content, messaging, and more so much easier and more refined. When you know who you are speaking to and connecting with your process becomes so much easier.
If you want to connect with me further on building your Brand Believer reach out to me on social media @thevirtualeffect or by email firstname.lastname@example.org