How to Find your Brand, Part 2: Audience

August 17, 2015

Finding your Audience

To decide on a tone and mood — and even your fonts, colors, and other elements of design which we will talk about in an upcoming blog post, you need to know who you’re speaking to. Of course there’s a huge stylistic difference between a kids’ brand and a luxury brand, but there are more subtle differences that also need to be taken into consideration.

To decide on your audience you need precision, and there are strategies to get it. We recommend creating personas and doing investigative research by conducting surveys, asking your staff, and yourself.

Developing personas

When creating your personas try to get in the minds of your audience, think like them and find out what they would like. These are fictional characters that are based on real observations and interactions with your customers. Build a narrative around what this person’s day looks like, their skills, attitudes, and goals.

Ask yourself:

  • would they like these colors?
  • Would they like to feel energized or relaxed with your brand?
  • What do they do in their day to day and how would this lead to them interacting with your brand?
  • How would they interact with your brand?

Then develop some statements for each persona on what sets your brand apart from the rest and how it would be interesting for them. These statements will be a huge help when it comes time to start your marketing efforts.

Example: Persona statement

Brand Audience Sample: Persona Statement

 

Based on this information you can come up with a marketing message that will speak to your persona, therefore your audience.

Now that we have covered how to find your audience and market to them, we will explain how to position your brand in the next post.