Understand Your Audience to Understand Your Brand

By Aja McDaniels, member

Your brand is a collection of ideas, voices, observations, and feelings that all derive from your audience.

Over time, your brand will evolve, but understanding your audience will guide the evolution even as you enter uncharted territory.

But, let's be clear—Your audience is not everyone!

If you've ever had to manage a team, lead a group, or raise multiple children, you understand that each person receives information differently.

Now, imagine trying to create a marketing campaign with one message for every person that encounters your business. Bad idea!

Failing to identify your audience, discover what keeps their attention, and target them will result in an overbroad message that fails to connect with anyone. Not only will your message not attract an intended audience who doesn't innately align with your brand, but you will also miss those who do.

Now you ask: If not everyone, then who?

Discovering your audience requires research and time.

In some cases, depending on how niche your product or service is, you may be able to zero in on your audience immediately. But, in other cases, you will need to conduct surveys, convene focus groups, or actively engage those who already patronize your business. These efforts will help you to understand what drew them to your brand, what they love about it, where there are areas for improvement, and what they hope to see in the future.

Now that we know that your brand is what your audience says about you, it's important to tune into their wants and needs. Essentially, you must decide what problem your product or service will solve, why you want to solve this problem and who specifically in the world shares this problem by answering the following questions:

1. Why am I in business?
2. Who is my audience?
3. How do I ensure the company's "Why" connects with the primary audience's needs?

Identifying and understanding your audience is key to unlocking your brand.

Once you understand your purpose and audience, you can create your brand persona. This is your brand's DNA…your company's voice, culture, feel, impact, customer, and what makes your business special.

A solid brand persona will anchor you anytime you sway in directions that don't align with your brand and guide employees.

Brand on lock? Now, you can develop a research-based marketing strategy to target your audience.

Aja McDaniels is a Logo and Brand Identity Designer who has influenced the brand identity of numerous successful businesses and organizations. Explore her work at www.ajamacportfolio.com, connect with her by email at ajamacdesigns@gmail.com, and follow her on Instagram @ajamacdesigns.