You need to have a solid idea of your ideal client’s characteristics, so you can easily spot them in a crowd. You have to consider their gender, age, civil status, job, and location.

Your brand voice is the part of your brand that your avatars interact with the most. Social media content, paid ads, long-form content, emails, and products are the touchpoints you have with your avatars and customers.

We’ve all heard the saying “You can’t please everyone”. The same is true in business. It’s rarely effective to go after everyone as a potential customer. So finding the answer to the question of “Who is your customer?” will help focus your marketing efforts and perhaps even the products you offer.