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The Purpose of a Target Audience

Lesson 6 from: Brand Strategy and Design for Small Businesses

Haylee Powers

The Purpose of a Target Audience

Lesson 6 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

6. The Purpose of a Target Audience

Lesson Info

The Purpose of a Target Audience

brand strategy essentials. The purpose of a target audience. In this lesson, we will learn all about the importance of having a strong target audience. Finding your target audience is monumental for your brand's success. At first, it may seem that the best way to get the most customers is to appeal to the masses. This strategy is definitely a faulty strategy. You will not gain a strong following by being agreeable with every single person you come into contact with. Having a specific target audience is effective and will allow you to focus your message and design according to one small group in order to differentiate and get more money gaining clarity. Having a strong target audience will allow you to gain clarity on your brand and who you're going after. This is so important for any brand looking to differentiate and target a specific market as we know from the book Essential Ism by Gramma Cohen, it is beneficial to focus your energy towards one thing rather than a million different t...

hings. Take a look at this illustration featured in the book, Greg wrote in both images, the same amount of effort is exerted in the image on the left. The energy is divided into many different activities. The result is that we have an unfulfilling experience of making a millimeter of progress in a million directions in the image on the right, the energy is given to fewer activities. The result is that by investing in fewer things, we have the satisfying experience of making significant progress in the things that matter the most. While Greg isn't talking about a target audience, he is talking about focusing our energy on one thing rather than many things in order to excel, allowing yourself to focus on one target audience will give your audience clarity on your brand and they will know if the brand is right for them or not, having a target audience will also give you clarity and peace of mind as you start to craft your brand message and design. Having a target audience and focusing on their wants and needs will get you much, much further in your branding endeavors when you know your target audience, their pain points and everything about them, you're able to craft your brand, your messaging, your design, your differentiation around their needs and wants. Once again, a common theme keep bringing up is that when you craft your message to a specific audience, they are more likely to respond and you are more likely to get traction, You can craft your messaging to their pain points, their lifestyle and even their humor. Think of your favorite comedy mind of course, is broad city. Broad city was designed for a specific target audience would find the humor funny, relatable and entertaining. Everything we love has been more or less crafted to fit our interests, our goals, our humor and our passions design is also a tool we use to target specific people. A great example is Jeffrey star, he is clearly targeting a specific type of person. Do you guys think Jeffrey star is going after the quiet girl in the corner that wants a nice pink makeup look for her wedding? Absolutely not. We can totally see who Jeffrey star is going after, he is going after the loud audience, wants a bright and intense makeup, look for the club, we see who his target audience is. By the way he talks the way his websites designed his logo and his promotional materials, Jeffrey Star has an agenda, just like every great brand should his agenda is to find his audience and target them with laser sharp focus in order to grow the brand and make more money. Look at some other brands, Patagonia for example, who do we think they are targeting through their imagery, definitely not the Jeffrey Star audience, right? They are clearly targeting those who are conscious of the environment, the outdoorsy and those interested in a certain quality. So just as a fun exercise, I want you guys to take a look at your favorite brands and start to break them apart. See how their messaging things in order to fit your liking. Look at their design. Look at how they're presenting things, look at the events that they attend. And then on the contrary, look at brands that you don't like so much and see what it is, they're trying to say to the right people

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

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