Defining your target audience to give your brand the edge. This episode explains how to define your target audience and wider brand audience segments so you can effectively target the right audience for your brand with focused messaging and campaigns.
In this episode, I explain how you can get clear on your target audience and define key audience segments around your main target audience. The video gives you 3 tips on how to define your target audience to give your brand the edge.
If you want to learn more about defining your brand’s target audience we outline a step by step process in the free guide below and how to build out your audience segments for different levels of customer.
How to define your brand’s target audience – Worksheet Download – https://bit.ly/2UtP2pp
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If you are looking to create some creative briefs and personas for your target audience we highly recommend the platform Milanote – Build your creative briefs and you can also create a social media calendar around your target audience
RESOURCES & LINKS MENTIONED IN THIS EPISODE:
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Are you targeting the right audience or worse? Still? No one at all. And why this could mean you don’t have the brand you think you do in this episode, I’ll give you some simple steps to help you define your target audience.Welcome to The Unified Brand podcast, brought to you by elements, brand management, a weekly brand building and brand strategy podcast. To help you unlock your brand’s potential. Stand up from the current petition and create impact Are you targeting the right audience or worse? Still none at all. And why this could mean you don’t have the brand you think you do.
So if a brand is built in the mind of your audience, And you’ve defined your audience. Are you targeting the [00:01:00] right people that will resonate with your product and service? You could say that the wrong audience is equal to no audience and that no audience is the same as having no brand or at least one that is resonating with the people that you are actually reaching.
So with this in mind, a lot of brands tend to think their audience is very broad or worse. Still. That it’s everyone. It’s not everyone. Your audience needs to be defined to a core target group or multiple segments around that target audience, trying to create a brand that reaches everyone or a very broad audience is a near impossible task.
And it’s your job as a brand and business owner to clearly define your audience. Who they are. And more importantly, who they’re not, if you focus on a niche or a smaller audience, you have [00:02:00] a very good chance. If you’re a smaller business of competing with larger ones and getting really clear on your marketing and your messaging personas are really good way to do this.
So building out personas for your target audience, but before we’ve even started on this point, we want to first identify. Our target audience and audience segments. Most brands have multiple levels of segments or audiences that they kind of deal with on a day to day basis. So how can you begin to define your target audience as a step that we do in our Brand workshops with our clients, whether that’s virtual or in person, and we define six audience segments or parts of your target audience.
And build those out with demographics and psychographics. We give these a letter. So they’re easy to remember, easy to identify when you’re talking about a particular campaign or a content marketing [00:03:00] strategy. And each of these segments is built up of a slight variation on your target audience. So we start off with a.
a nd a stands for aspirational, aspirational, customers and clients that you’d like to work with. So it could be celebrity endorsers It could be celebrity, Instagram influencers. It might be global corporations. If you deal with services or products that go globally. B B stands for the high end customer. So these are people potentially are dealing with your high end products and services.
That’s what the B audience is all about. C is your sweet spot. So your main target audience is in your S in your C bucket. And this is sort of the core and the center of this audience, demographic. D is your negative audience. So that [00:04:00] might be a complete mirror of the audience. And a lot of cases, it is with a slight difference.
So it could be the D audience. The negative audience is just not ready for your product or service. It’s really important to define this because it helps them even further define the C audience. So it might be that. They have exactly the same demographics and psychographics as the D audience but the D audience just isn’t ready for your product or service, it might also be that they have slightly different values.
So if you’re a design agency or if you are a company that builds our innovative products, potentially design is quite high on your list in terms of what your product is all about and what you put into it. Well, the D audience might be exactly the same as a C audience. They just don’t value design at all.
They value cost. So this, could be where the negative audience is Then we have the E audience, which is low end audience. So this is [00:05:00] entry level might be that if you had a online course, this is where they would come in. So the level was kind of entry level products. So an online course that then leads into a C, which could be online consultancy or a consultant service .
Then we have the O audience and that is other so that’s affiliates, collaborators, other companies you can partner up with in some kind of way.
Once you defined these audience segments, you want to look into building them out with demographics and psychographics so demographics are age, gender location, marital status, education level income level background psychographics are interests, hobbies, values, lifestyle behavior. And you also want to put in some of the main causes of friction they [00:06:00] have around your product or service.
In the resource that you can get in the link in the description what you’ll find is there’s an easy way for you to fill this out and the buckets and the kind of segments that they laid out for you to fill out, just to make it easier to sum up most brands don’t effectively define their target audience and the ones that do. Generally define it far too broad.
Take the time to clearly define your target audience and the individual audience segments that you deal with on a daily basis. It’s really important for your business. And it’s important for your audience because without that you don’t have a brand.
We just put together a weekly brand tip video series, which is designed to help you to unlock your brand’s potential and stand out from the competition and if you’re interested, if you just go to elements, brand management, all one word .co.uk forward slash [00:07:00] weekly hyphen brand hyphen tips, sign up and you’ll be delivered a three to five minute video a week straight to your inbox I’ll put a link in the show notes if you’re interested.
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Have a great week. Catch up soon. Keep those brands unified.