Struggling to identify your target customer? Start here.

Branding, Business Tips, Design, Freebies, Must-read

June 10, 2020

Target Customer Workbook

The most important part of DIY-ing your own branding is having the ability to market your business effectively to your target customer.

Unfortunately, that’s easier said than done and this whole step can easily be skipped by many new small business owners.

“I don’t really want to niche down at the moment”

Does that sound familiar?

I know, because that was me. In fact, that still is around 90% of my clients before they start working with me.

Let me explain why…

When a client comes to me looking for a new brand and website, it’s usually because she feels like she is starting to feel the need for structure and growth in her business. I feel so blessed to be able to work with clients in these stages because so much growth happens internally and externally. 

However, growth is hard. And In the early stages of their businesses, my clients are worried that by niching down, it means that they have to start turning down work. In short, it put’s them in a vulnerable position. 

Coming from someone who had a lot of trouble “finding a niche” I can totally relate. But what if I told you being clear on your target audience doesn’t have to mean you have to turn away people?

keywords for SEO

Identifying your ‘dream client’ list

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Here’s the thing: just because someone isn’t your dream customer, doesn’t mean you can’t work with them. In fact, that’s silly. 

You can’t always automatically work with your dream customers – especially in the beginning of your career. Sure, after time in the industry, experience and confidence to pitch correctly – you can be exclusive and only work with those types of customers – but until then, it’s very unlikely that you will attract only your target customer.

This doesn’t mean that you shouldn’t try to attract those people – you should. It just means that you should focus the majority of your marketing efforts on trying to attract they types of people you really want to work with.

Here’s what I say instead: You can take on work from anywhere and anyone. You still have to pay the bills. But your target customers are your dream people. The business bucket list so to say. It’s important to recognise these people and find what they have in common so that you can market directly to THOSE PEOPLE. 

That’s why I think defining your target clients – or your list of dream clients – is a super important step you need to revise throughout your work.

Researching your target customer profile

Finding your dream clients

Before you go into depth about how to market to your target customers – it’s important to do your research. Section 1 of the workbook looks at researching your target customer and looking at the things they are interested in and common values that your dreams customers share.

This section of the workbook includes:

  • How to conduct market research on your target customers
  • How to create a target customer profile or avatar
  • Looking at the types of accounts and people they look up to
  • Finding the types of ‘styles’ they are attracted to.

Figuring out your unique position

Competitor analysis

Figuring out where you stand against your competitors is an important part of working out your target audience.

This section of the workbook includes:

  • Looking at your competitors and assessing their niche and value to their clients
  • Finding what sets you apart from your competitors
  • Figuring out your client’s ‘pain points’.

Create a plan


When you know exactly what your dream clients are interested in, it becomes so much easier to figure out how to market to them. Using the information we gathered from the previous section, you will have space and prompts to brainstorm ways to market and attract your target customers.

This section of the workbook includes:

  • Finding the brand words and what you want your target customers to feel when they experience your brand.
  • Realising what kinds of language, tone of voice and colours your target audience are attracted to and reflects the way you want your clients to feel.
  • Looking at the types of content that your target audience would be interested in
  • Determining if there a platform that your marketing efforts would be better used on

Download your Target Customer Workbook

I am making this first stage completely DIY’able for you! Simply download + print or use the workbook as a prompt. You can use all of it or just parts – it’s flexible and completely up to you how to use it. 

DIY Branding Workbook Download

Want the download my printable workbook to DIY your branding? ✌️Fill out the form below – your workbook will be delivered to your email shortly!


Want to learn more about my custom website + branding services?


I'm Madison; a thrift-loving, surf searching Brand + Web Designer based on the Gold Coast, Australia.









I help small business owners, photographers and downright-cool-people build strategic online spaces that help them achieve FREEDOM. 

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