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The Ultimate Step by Step Guide To Creating an Ideal Client Avatar for Your Business and Marketing Mastery

I’m sure as a business owner you’ve heard about Ideal Client Avatar (ICA). When I first heard about this concept I was rather sceptical, but once I got my head around it, created one and put it into practice, it was a total game changer. Not only for my business (more bookings and higher fees) but also for me, as working with my dream clients was just a totally different ball game and made me more inspired, happy and helped me fall in love with shooting weddings again. 

If you are not sure what ICA is, and how to use it for your business, read this article first. If you just want to know how to create an ICA profile, carry on reading.

So, you know that by harnessing the power of your Ideal Client Avatar across your business and marketing strategies, you’ll be able to connect with your target audience on a deeper level, build stronger relationships, and ultimately, drive greater success for your business.

Creating Your Ideal Client Avatar: A Step-by-Step Guide

Creating your Ideal Client Avatar (ICA) is like painting a portrait of your dream customer – the more detail, the better.

Okay, so how do you actually create this magical ICA? It’s simpler than you think! 

So grab your notebook, cozy up with your favourite beverage, and start brainstorming and sculpting the perfect persona for your business success. Trust me; the insights you’ll uncover are pure gold.

Step 1: Define Your Demographics

Start by outlining the basic demographics of your ideal client. This includes age, gender, location, marital status, occupation, and income level. For example, when I was a wedding photographer I was targeting ‘brides to be’ (it’s usually the ladies looking for a photographer)  in their late 20s to early 30s who did not live in Jersey CI (so were planning a destination wedding in Jersey), so my ideal client’s demographics looked something like this:

  • Age: 25-35
  • Gender:Female
  • Location: Bigger Cities (e.g., London)
  • Marital Status: Engaged 
  • Occupation: High flying Professional in creative industries (or high flying professionals who love art and creativity)  (e.g., graphic designers, actors, creative entrepreneurs)
  • Income Level: Middle to upper-middle class

Step 2: Dive into Psychographics

Now, let’s delve into the juicy stuff – your ideal client’s psychographics. This includes their values, beliefs, interests, hobbies, personality traits, and pain points. Ask yourself questions like:

  • What are their core values and beliefs?
  • What are their interests and hobbies?
  • What motivates them?
  • What are their biggest challenges or pain points related to your product or service?
  • What are their goals and aspirations?

For example, continuing with the my wedding dream client example, my ideal client’s psychographics looked a little like this and included:

  • Values & Beliefs: They value authentic moments and experiences over staged poses. They believe in the importance of capturing memories that will last a lifetime.
  • Interests & Hobbies: They enjoy outdoor activities such as hiking, and they love exploring historical cities as well as new restaurants and coffee shops in the city.
  • Personality Traits: They are adventurous, creative, jet-setting and laid-back, with a love for spontaneous adventures.
  • Pain Points: They feel overwhelmed by the wedding planning process and worry about finding a photographer who can capture their vision. They are planning a destination wedding at a place where they don’t live, so it’s hard to know many things such as good suppliers, good places for them to stay, good restaurants and wedding locations
  • Goals & Aspirations: They want their wedding photos to reflect their unique love story and capture the essence of their relationship with the fine art flair. They want the photos to be art… but feel natural and like them.

Step 3: Create a detailed profile and story

To bring your Ideal Client Avatar to life, give them a name and describe their life and their story. As you’re crafting your Ideal Client Avatar, don’t be afraid to get specific. Give them a name, a face, and a backstory. The more you can humanise them, the easier it will be to connect with them on a deep, emotional level.

So for my wedding couples (the shorter version story) looked something like this:

Meet Rhiannon

Rhiannon and her fiancé are a dynamic duo, embodying a perfect blend of sophistication and down-to-earth charm. Despite their privileged backgrounds, they prioritise hard work, education, and authenticity above all else. Rhiannon’s career in the creative industry has flourished in the bustling streets of London, where she thrives in her high-powered role while maintaining a refreshing optimism and sense of humour.

Their home is a sanctuary of tranquillity and refined taste, adorned with carefully selected furnishings, artisanal ceramics, and bespoke artworks that reflect their love for quality craftsmanship and natural simplicity. Soft hues and abundant greenery create an inviting atmosphere, while vintage finds and thrifted treasures add a touch of character and nostalgia to their space.

In their leisure time, Rhiannon and her partner revel in the beauty of nature, embarking on leisurely hikes through lush forests or scaling majestic mountains to reconnect with the world around them. However, they also relish the vibrant energy of city life, delighting in leisurely strolls through trendy neighbourhoods and discovering hidden gems in cozy bars and eateries.

Their shared love for travel takes them on enchanting adventures across Europe, where they immerse themselves in the rich tapestry of history, art, and culture. From romantic villas nestled in historic cities to serene Mediterranean islands, they savour every moment, collecting cherished memories and forging deeper bonds along the way.

Family and friends hold a special place in their hearts, and they cherish the opportunity to celebrate life’s milestones surrounded by loved ones. Whether it’s hosting intimate dinner parties at home or cozying up for a movie night with their nearest and dearest, they prioritise connection, laughter, and shared experiences.

As they plan their wedding, Rhiannon and her fiancé envision a celebration that honours their love story and reflects their unique personalities. They seek out historic venues with a sense of grandeur and elegance, where every corner exudes a timeless charm and a rich sense of history. Their wedding photographs are not just snapshots but works of art, capturing the magic of their special day with a blend of authenticity and sophistication that is uniquely theirs.

For some people the Ideal Client Avatar summary might be easier to grasp. It could look something like this.

Ideal Client Avatar: Rhiannon, the Kind  Explorer

Audience Profile: Rhiannon is a 28-year-old professional residing in a trendy area of London. She’s achieved success in her creative career, cherishing the bustling city life while finding solace in the simplicity of nature. Her weekends are a blend of adventurous hikes in the countryside and leisurely walks through vibrant city streets. Rhiannon’s home is a sanctuary of elegance and character, reflecting her refined taste and love for quality craftsmanship.


  • Age: 28
  • Location: Trendy area of London
  • Occupation: High position in a creative field
  • Relationship Status: Engaged to her partner of several years
  • Education: Highly educated and values continuous learning


  • Values: Education, hard work, natural simplicity, quality, authenticity
  • Personality: Positive, confident, funny, spontaneous, optimistic, respectful
  • Hobbies: Hosting intimate dinner parties, movie nights, exploring new bars and restaurants, hiking, travelling
  • Interests: Nature, animals, art, culture, history, classic films, handwritten letters
  • Fashion & Style: Effortlessly elegant, prefers timeless classics over trends, confident in her appearance

Values and Desires:

  • Cherishes quality in products and services
  • Values authenticity, groundedness, and elegance
  • Seeks experiences over material possessions
  • Desires photographs that are both artistic and natural, capturing the essence of her relationship and wedding day

Goals for Dream Wedding:

  • Host a multi-day event at a luxury historic venue, such as a church, museum, or stunning garden
  • Incorporate personal traditions and sentimental touches into the celebration
  • Create lasting memories surrounded by loved ones in a beautiful and meaningful setting
  • Ensure that the wedding photographs are not only visually stunning but also authentic and reflective of their love story

Pain Points:

  • Balancing a busy career with wedding planning and personal life
  • Ensuring that the wedding reflects their personalities and values while meeting societal expectations
  • Finding vendors who understand their vision for a natural yet elegant celebration
  • Managing the logistics of a multi-day event and coordinating different locales and looks for the photographs

Step 4, Bringing Your ICA to Life: Creating an ICA Vision Board

Now that you’ve crafted your Ideal Client Avatar (ICA), it’s time to take it a step further and bring it to life with an ICA vision board. This visual representation of your dream client will help you visualise and connect with your ideal client on a deeper level. It will also serve as a powerful reminder of who you’re targeting and help keep you aligned with their needs and desires.

1: Gather Inspiration

Start by collecting images, quotes, colours, and textures that resonate with your ideal client. You can find inspiration from magazines, Pinterest boards, Think about the lifestyle, values, and aspirations of your ICA, and choose visuals that reflect those elements.

You can see my initial Ideal Client Inspiration Pinterest Board here.

2: Create Your Vision Board

Get creative and assemble your vision board using a physical or digital platform. If you prefer a physical vision board, grab a corkboard or poster board and start arranging your images and quotes. If you’re more tech-savvy, use tools like Canva or Pinterest to create a digital vision board that you can easily access and update.

3: Personalise Your Board

Make your vision board uniquely yours by adding personal touches and elements that speak to your brand and offerings. Incorporate your logo, brand colours, and any other branding elements that will tie your vision board back to your business.

4: Display Your Vision Board

Once your vision board is complete, display it in a prominent place where you’ll see it every day – whether that’s in your office, studio, or on your computer desktop. This constant visual reminder will keep your ideal client top of mind and help guide your business decisions.

5: Use Your Vision Board as a Guide

Refer to your vision board regularly as you plan and execute your marketing strategies, product offerings, and client interactions. Use it as a north star to ensure that every aspect of your business aligns with the needs and desires of your ideal client.

So my ICA vision board could look something like any of these…

Once you’ve nailed down your Ideal Client Avatar, don’t just file it away and forget about it. Use it as a guiding light in everything you do – from the products or services you offer to your branding, messaging, and marketing strategies. And don’t be afraid to revisit and refine your ICA as your business evolves and grows.

So for example with my ideal client in mind, when I was designing my website I wanted it to feel natural, boho- chic, kinda understated sexy, young, adventurous with boho and fine art undertones throughout. 

If you need specific examples and ideas on how to use your ICA profile for marketing, head over here.

Crafting your Ideal Client Avatar and creating an ICA vision board are powerful tools for small business owners and creative entrepreneurs looking to elevate their business and connect with their dream clients. By gaining a deep understanding of who your ideal clients are and visualising them through a vision board, you’ll be better equipped to tailor your branding, marketing, and offerings to resonate with your target audience. So go ahead, get creative, and bring your dream clients to life!

As always, feel free to reach out if you have any questions, I’m more than happy to help.

Love, Tereza x

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