Every brand solves the problem of a want or a need.
Whether you’re selling a soft drink or providing legal advice, the consumer of both of these solutions have something in common.
They have a desire to experience an outcome whether that outcome is refreshment or peace of mind.
When you begin to identify your target market, you need to first ask the question
“What group of people have the greatest desire to acquire the outcome that our solution provides?”
This question is the starting point, which aims to narrow your audience from “everybody” to a specific group of people that represent your target audience.
Using a series of tools, your goal is to narrow and refine until you have a clear picture of who your audience is.
This picture is formed as a detailed outline of a fictional person (or audience persona) who represents that group of people who have the greatest desire to acquire the outcome of your solution.
With an audience persona crafted in the right way, you can develop a communication strategy to resonate with their challenges and pain points.
In order to uncover this fictional person, you need to know how to analyse your target audience.
So let’s dive in.