Brand building 2: Understanding your target Audience

 The next step after brand positioning is understanding your target audience thoroughly through intensive research. 

This will allow build an identity with the type of audience your brand connects with. 

There're certain categories marketers look at to help identify the characteristics of both potential and existing customers. They include; demographics, geographics and psychographics.

1.Demographics

these are defined as statistical data points identifying customer's characteristics. They include gender, age, marital status, education level and income.

2. geographic

this involves the location of both present and potential customers eg country, City, Language, population etc. 

3. psychographics

this include the traits and behavior of the customers. psychographics is used by marketers to determine what will motivate customers and relate well with customers.

they include daily habits, personality traits, likes and dislikes of customers. 

This is very important in marketing strategy as it helps to point out where customers are, how they communicate, and what will motivate them to take action in buying a particular product or service. 

Things like surveys, customer interviews, behavioral Analytical tools and web analytical tools can be used to gather this data. 

The more data businesses have about their audience, the more effectively they can create visuals for a strong brand identity that will resonate well with consumers. 

BRAND PERSONALITY

this is defined as how a brand is personified. Think of it as bringing together a brand's human characteristics like tone, voice, taste, emotion, sense of humor, word choice etc. 

A brands personality is not the personality of the CEO, President or social media manager. it is the persona crafted carefully in which every employee of that business assumes when relating to a customer or client. 

it is important that the personality of a brand feels a unique space and thrive in a competitive market. And this will come from your target audience and the uprising of emotions they feel when making decisions.