Why Every Interior Designer Needs to Define Their Ideal Client or Customer Avatar AND use them in their marketing

(Want to really work out who YOUR dream client is? Download our FREE 70 page workbook - we will walk you through every step, provide some pre-built examples and show you how to apply it all in your marketing)

Let me guess—you’ve heard somewhere that you need to define your ideal client. Maybe you’ve even filled out one of those worksheets that asks what kind of coffee they drink and what magazines they read. And then you shoved it in a folder and went back to posting pretty pictures and hoping the right people would magically appear in your inbox.

Here’s the thing: until you know exactly who you’re talking to, your marketing is just... noise.

It might be beautiful noise, you're an interior designer after all, but without clarity, it won’t connect. And if it doesn’t connect potential clients aren't listening.

So let’s shift this ‘marketing must do’ into the ‘done and understood’ tray. Here's why defining your ideal client matters, how to figure out who they actually are, and (most importantly) how to use that knowledge to attract dreamier, more aligned, high value clients.

What is a Customer Avatar or Ideal Client?

An ideal client—sometimes called a customer avatar—is a detailed profile of the kind of person you most want to work with. It goes beyond basic demographics like age or location and dives into their lifestyle, values, personality, fears, and desires. Think of it as a real person you’re designing your marketing for: someone who gets what you do, values your process, and lights you up to work with. 

Why Having an Ideal Client Changes Everything

First, a bit of truth: you might have heard me say it before - but  when you try to appeal to everyone, you end up resonating with no one.

Here’s why that happens:

• Your messaging becomes vague (“elegant yet approachable interiors”) because you’re afraid of excluding anyone.

• Your website sounds like every other designer’s.

• Your portfolio is a bit of a mixed bag, trying to prove you can do it all.

• And your dream clients—the ones who do have the budget, appreciate your process, and say “I trust you, go ahead”—they aren’t so drawn to the wishy-washy.

When you define your ideal client, you stop spinning your wheels. You can:

• Speak to their exact hopes and hesitations.

• Create content that actually connects.

• Make decisions faster because you’ve got a clear direction.

• Attract more clients like the ones you love working with—and less of the ones that drain you.

It’s not about excluding people. It’s about focusing your energy so you attract more of the right people. The ones who value what you do, how you do it, and who are genuinely excited to work with you.

How to Define Your Ideal Client (Without Making It Weird)

How to Define Your Ideal Client (Without Making It Weird)

You don’t need to give them a fake name or know their star sign (unless you want to - and in truth some people find this super helpful as you can start really talking to them like a person and a friend). What you do need though is to deeply understand the following:

1. Who they are

Think about:

• Age range

• Life stage (new family, empty nesters, retirees, career-focused singles/couples)

• Where they live

• What kind of home they have—or want to have

• What type of projects they come to you for (renos, new builds, decorating)

  
  

2. What they value

This is gold. Do they care most about:

• Timeless design that won’t date?

• A home that feels like “them”?

• Making smart investment decisions?

• Handing over the stress and letting someone else manage it?'

  
  

3. What they fear

These are the blockers that stop them from hiring or trusting you:

• “What if I spend all this money and don’t love the result?”

• “What if the project drags out and blows the budget?”

• “What if the designer doesn’t really listen to me?”

Understanding these hidden and admitted fears lets you pre-empt them in your messaging.

4. What they dream of

This is where you really connect. Maybe they:

• Want a home that reflects their success but doesn’t scream it.

• Dream of a kitchen where the whole family gathers (without clutter or chaos).

• Want to create a sanctuary from a fast-paced life.

Crave a home that tells a story—their story.

Okay, So You’ve Got the Avatar, But How Do You Use Your Ideal Client?

This is where most designers stop. They do the exercise once and then file it away like it’s a tax return. But knowing your ideal client is only powerful if you use it.

Here’s how to apply it across your marketing:

On Your Website

• Make sure your copy speaks directly to your dream client’s desires and doubts.Not just “We design beautiful, functional homes” but “We help busy professionals turn their forever homes into a reflection of who they are—without the renovation stress.”

• Curate your portfolio to highlight projects like the ones you want more of.

• Use testimonials from clients who match your ideal client to build trust.

On Social Media

• Create posts that speak to your client’s inner dialogue. Show you get what they’re worried about and dreaming of.

• Share behind-the-scenes content that shows how you solve their exact problems (project management, decision fatigue, layout challenges).

• Use language they would use. Not industry lingo. You’re not trying to impress other designers—you’re trying to connect with your future clients.

In Your Emails and Blogs

• Write blog posts or emails answering their specific questions or concerns. (e.g. “What to Expect When Working with a Full-Service Designer” or “How to Avoid the 3 Most Common Renovation Regrets”).

• Use stories and case studies of similar clients to show you’ve done this before, and you get it.

In Your Offers and Services

• Tailor your services to suit what your ideal client really needs. For example, if your dream client is time-poor but values quality, emphasize full-service packages and decision-making support.

• Think about how your process can remove stress and build trust, and talk about that clearly in your marketing.

Final Thought: You're Allowed to Get Specific

You might worry that by narrowing down, you’ll miss out on opportunities. But the opposite is true.

Clarity creates connection. When you know who you’re for—and show up confidently as the expert for them—you’ll start attracting more aligned inquiries, higher budgets, better projects, and happier clients.

It’s not about boxing yourself in. It’s about making yourself stand out.

Want more help to really work out who YOUR dream client is? Download our FREE 70 page workbook - we will walk you through every step, provide some pre-built examples and show you how to apply it all in your marketing