by Dr. D Ivan Young, ICF Master Certified Coach
Identifying your ideal customer is a non-negotiable first step in building a successful brand. Having a vision for your brand is one thing. Establishing a successful and profitable brand is another.
Are you struggling to get to the next level with your brand? If so, this article might shed light on the reason.
As a brand, your ultimate objective is to identify the problems you’re solving for your ideal customers. But before you can do that, you need to identify who your ideal customers are. You also must be able to communicate why they should choose you to solve their problems.
As an ICF Master Certified Coach and National Board Certified Health and Wellness Coach, I know what it takes to build a successful business and brand. I’ve been through the struggles, failures, and eventual successes that come with it.
If you’re ready to pursue your dreams of becoming a successful business owner, then keep reading. By implementing these steps, you can save a lot of time, energy, and resources.
Steps to Find Your Ideal Customer
Finding your ideal customer is a critical process that demands your attention. Starting a business without first knowing your ideal customer is a colossal mistake.
Having a deep understanding of their blindspots, challenges, and potential can pave the way for mutual success. Your ideal customer informs the way you approach the customer journey. It helps you ensure that your content and offers speak their language and meet their needs. You have to position yourself to be taken seriously so you’re not seen as another cookie-cutter vendor who adds zero value to their lives.
Focus on bridging the gap between customer expectations and brand objectives. This will allow you to establish lasting relationships with your ideal customers.
When you try to speak to everyone, you’ll reach nobody. There’s no room for ambiguity or half-hearted attempts. Determining who your ideal client is before going all in on your marketing will produce wonderful results. You can get started with these tips.
1. Draw on your personal experiences and passions.
If your main focus is on making a dollar and not on what your brand can do for your ideal customer, that will come across to them.
When your words and actions don’t align, it’s a recipe for distrust and severed connections.
It’s no secret that purchases are closely related to emotion¹. If you’re not fully invested in your offer, your ideal customer will sense that, too.
2. What gives you credibility?
There’s also an element of credibility, which is why it’s essential to determine what separates you from every other brand in your niche.
As a prosperous African American male with a background in both the business and entertainment industries, I understand what it takes to succeed as an entrepreneur and as a global brand. My services are particularly valuable to individuals who are in the public eye and cannot afford to fail, as their personal lives and brands are intrinsically linked. I understand my clients’ experiences at a deep level, as I’ve through the process of building a brand while simultaneously navigating the challenges of maintaining a successful name.
My clients look for someone who’s competent, has an ever-evolving capacity, and is successful. Someone who’s walked the walk as much as they’ve talked the talk. I make sure this is obvious in my marketing by sharing my personal experiences and staying true to my values.
Now, it’s your turn to create an authentic and impactful brand. Start by connecting to your unique history and organic skills. Use these components to communicate your message to your audience effectively. Your brand will stand out, be memorable, and align with your identity and values.
3. What will your process look like (for you and your ideal customer)?
In this step, consider logistics and the customer journey.
Do you need a storefront, or will your services be online? How much time and money will your services require? Whatever you decide should match up with your ideal customer’s needs and desires.
What will your clients need so you can better care for them? You may need to have a client questionnaire that helps you become familiar with their history and goals. They might need additional support outside of your offer.
Finally, think about how you’ll get your client from point A to point B. This involves considering where they’re coming from, where they want to go, and how you’ll get them there.
You have to be able to guide them through this journey.
4. Tap into your natural abilities.
You don’t have to be an expert in a certain field right away, but you do have to be willing to learn.
Play to your strengths, but be willing to improve upon your weaknesses. I am constantly evolving my methods and clinical approaches.
What are your organic gifts? Are you a naturally talented communicator and a great listener? If you put in the work to become a certified coach, these two qualities will serve you well.
Don’t be afraid to rely on other people as well. If your company offers services to a large audience, make sure you partner with experts who can address the different concerns your ideal customer might have.
So, what do you do if you’ve gone full steam ahead without doing this work beforehand?
If You’ve Already Had Clients but Aren’t Seeing Sustainable Results…
Speak to your current clients. Client interviews and surveys can be a goldmine if you conduct them properly.
Try to ask open-ended questions that don’t lead them to a certain answer. Instead of asking, “Has our offer been the best choice for you?”, ask them, “How has our offer impacted your life?”.
When you do this, you’re giving them the chance to consider how your offer has impacted their life, positively or negatively, without assuming the impact it’s had on them.
This can also help you determine who’s not an ideal fit for your business.
And figuring out who isn’t a good fit is just as important as identifying your ideal customer. This can help you avoid conflict as well as unnecessary stress².
Refining Your Messaging for Your Ideal Customer
When I began my practice, I knew that “nobody hires a coach because they want to hire a coach”.
They want to solve a problem. It’s up to you to relate to them. You have to show them you understand their fears, objections, hopes, and values.
It’s not enough to guess or assume you know because you can relate to them.
Do your research.
- Talk to your current clients and ask them open-ended questions about their experiences with your offer.
- Find out where your ideal customer talks about their issues and what they want – social media has made this easier than ever.
- Connect with those who are your ideal customers and listen to their concerns.
Playing the guessing game with your ideal customers is a one-way ticket to marketing that gets you the wrong fit clients and no long-term relationships.
If you need mentorship as you navigate the ups and downs of business ownership, check out my Executive Coaching program.
I’ve been where you are, which is why I know that everyone needs someone in their corner.
This article is part one of a three-part series.
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Bio – Dr. D Ivan Young is an expert on human behavior and relationships. He’s a Master Credentialed expert on personality type, an ICF credentialed Master Certified Coach, a Certified Professional Diversity Coach, and a National Board Certified Health and Wellness Coach. Dr. Young is also a member of the prestigious Forbes Coaches Council.
1.https://www.repository.cam.ac.uk/bitstream/handle/1810/262863/Keiningham_et_al-2017-Journal_of_Services_Marketing-AM.pdf?sequence=1
2. https://amwajournal.org/index.php/amwa/article/download/22/11