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When it comes to building a brand that truly resonates, understanding who you’re speaking to is everything. Your target audience isn’t just a bunch of stats—they’re real people who share your values and are genuinely interested in what you have to offer. Here’s how to nail down who they are so you can make sure your brand speaks directly to them.
Why Defining Your Target Audience Matters
Knowing your target audience is key to creating a brand that feels personal and relevant. It helps you connect with the right people—the ones who actually care about what you’re doing and are most likely to become your loyal customers. The more you understand them, the more effective your marketing efforts will be.
Steps to Define Your Target Audience
1. Start with the Basics: Demographics
Demographics give you a basic overview of who your audience is. This includes things like age, gender, income level, and where they’re located.
Age: Who’s most likely to benefit from your services?
Gender: Is your audience predominantly one gender, or is it a mix?
Location: Where are your potential clients? Are you targeting local, national, or global markets?
Income Level: What’s their income range? Can they afford your services?
2. Go Deeper with Psychographics
Psychographics help you understand your audience’s lifestyle, values, and interests—basically, what makes them tick.
Values: What do they care about? What are their priorities?
Lifestyle: What does their day-to-day look like? Are they into wellness practices, personal growth, or something else that aligns with your brand?
Interests: What are they passionate about? What kind of content do they consume? What social causes do they support?
3. Understand Their Behaviour
Behavioural insights give you a sense of how your audience makes decisions and interacts with brands like yours.
Decision-Making Process: How do they make purchasing decisions? What influences their choices?
Buying Behaviour: Are they price-sensitive or willing to invest in premium services? Do they prefer long-term relationships or one-off transactions?
Technology Use: How comfortable are they with digital tools? What social media platforms do they use most?
4. Break It Down: Segment Your Audience
Once you’ve got a good grasp on who your audience is, you can create segments or profiles that represent the different types of clients you serve. This makes it easier to tailor your messaging.
Example Segments:
Holistic Guides: For clients like yoga instructors and wellness coaches reaching out to those already aligned with holistic practices.
Holistic Executive Coaches: For clients introducing wellness concepts to professionals who might not be naturally inclined towards holistic practices.
Holistic HR Services: For clients offering mindful HR solutions to businesses looking to create healthier workplaces.
5. Use Real-World Examples
Sometimes, seeing a real example can help bring all of this together. You can check out this Benign Design Target Market Document (link to the document) to see how we’ve defined our target audience. It covers everything from demographics to psychographics, and even behavioural traits, offering a clear guide to defining your own audience.
Get Started with Your Own Target Audience Profile
To make things easy, I’ve put together an editable target audience template based on Benign Design’s framework.
How to Use It:
Access the Template: Click here to view the Benign Design Target Market Template.
Make a Copy: Go to File > Make a copy to save the document to your own Google Drive.
Rename It: Give it a name that reflects your brand, like "YourBrand_Target_Audience_Profile".
Start Editing: Customise each section to fit your brand’s unique audience.
Save and Share: Once you’re done, save it and share it with any team members for feedback.
Remember, your target audience profile isn’t a one-and-done deal. Keep it updated as your brand evolves and as you learn more about your audience.
In a Nutshell
Defining your target audience is a crucial step in building a brand that connects and resonates. When you know who you’re speaking to, you can make sure your message hits the mark every time.
Ready to define your target audience? Access the Target Market Template now and start speaking directly to the people who matter most to your brand.
Your Brand Guardian,
Heléne
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