What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com
and in this video you're going to learn how to find
your target audience with this six step framework
so you can uncover exactly who you're trying to help
and use that detail to connect with their human instincts
Now if you're new to the channel and you want to build brands that go beyond
those visuals using strategy psychology and creative thinking then
this is the channel for you hit that subscribe button and hit the
notification bell and you'll be well on your way now why
is it that we brand our businesses now someone could answer that question with
something like to generate leads or to make sales
but these results are a byproduct of what we're actually trying to do
by branding our businesses what we're trying to do by branding our businesses
is to make connections with our audience so we can
shape how they see and how they feel about our brand
now you can do absolutely everything right within building a brand from
the strategy and the communication and the positioning to the
visual identity and the user experience but if you
do not have a crystal clear image of who your audience is who you're trying to
connect with and how they feel how they think and how
they act how they make decisions if you don't have that information then
anything else that you do within the development of the brand is
going to be for nothing because it won't be aligned
with who you're trying to connect with so in this video i want to show you six
steps that you can use to find that target audience but before we dive
into the nitty-gritty and get down into the individual steps
i just want to highlight the fact that we are at a hugely advantageous
position these days in how much information
is freely available to us out there in the market now
i know that a lot of people when they start getting into
uncovering who their audience is they want it handed to them
on a silver platter but if you're trying to connect
with your audience if you're trying to build a brand nothing is handed to you
on a silver a platter building a brand
is not easy you have to go out there and you have to find that information
for yourself and what you're prepared to do that your competition is not
will benefit you and your brand so getting out there into the marketplace
and finding the information that's readily available
online in terms of who your audience is is an absolute must and one of the best
places that you can go to for this information is social
media whether your audience is in a group or they're
following one of your competitors their information
is there out in the public forum out in the public marketplace and all you have
to do is go and search of that information
look at what they're doing and look at what they're they're asking what is
it that they want from your brand from anybody within your
marketplace so the information is out there not just on
social media not just on Facebook or LinkedIn but also in forums
as well the likes of Reddit or Quora this information is out
there your audience is asking questions all you need to do is go out there and
find that information so make sure you put your hat with grit on there so
you're getting out there and you're doing the work
and you're not just expecting it to be handed to you on a silver platter
step number one start with a title so you're
just categorizing your audience at this point you're
not getting into any kind of detail you want to start as broad as possible
because from this point on we're going to get more and more narrow
with every single step but you you do want to start from a broad point
of view just so you have an overarching
idea of who it is that you're trying to target now this
might be john the stylish professional age between 21 and 36 or it might be
mary the sporty mom age between 32 and 45 so you're really just trying to
put a title on who it is that you're targeting so
you have a broad idea and a broad point of view
before we start to get more and more narrow step number two uncover the
circumstances of their lives now the circumstances of
your audience's lives are essentially their demographics so here we're talking
about their age their gender their profession
their income are they married do they have
kids where do they live all of these details will fill in a
picture of the circumstances of their lives and
this is really where the broad title of who
your audience is starts to come to life in a little bit
of detail so get in to as much information as you can
about their demographics and uncover those circumstances step number
three understand their behaviors so here you want to
really get into the personality of this individual in step number two
you're uncovering their circumstances but step number
three we're starting to get a little bit more human so we're starting to
uncover things like what magazines they like to read
what news sources they listen to what type of music
do they listen to what food do they like to eat what restaurants do they like to
go to what do they like to do in their spare time what sports do they
watch what sports do they play what hobbies do they have so this really
starts to paint in a picture of the personality that they
have the type of person that they are and the characteristics
that they have step number four identify their goals now identifying
their goals will give you an insight into their psyche in terms of the makeup
of the person so there are two levels to
this their first goal will be their underlying
definitive goal in terms of what their purpose is what their life's
purpose is what mission they're on what is it that they want to achieve
overall within their lives what is that main goal and then
on a more contextual level what is it that they're trying to achieve
right now that you're going to be able to help them with
within your brand in terms of the outcome
that you provide them so understanding their goals will give you a real insight
into their psyche and understanding their goals on those
two different levels in terms of their overarching goals
for their lives and then their contextual goals in terms of what
they're trying to achieve right now step number five uncover their obstacles
so they are trying to achieve something they are trying to
achieve that goal their life's goal their contextual goal but
what is it that's standing in the way of those goals
right now what obstacles are they coming across what challenges
are they coming across if it was easy to get to their end goal they wouldn't need
help and they're probably going out in search
of help because they can't do it on their own if they can't do it
on their own what is it that they cannot do on their own what is getting stuck
what is in their way and what is it that they need help with
and step number six reveal their emotions now if they are
trying to get somewhere if they have this big goal that they want
to achieve if they have this immediate goal that they want to achieve
and something is standing in their way and
blocking their route to get there well then they're gonna have
some kind of emotion attached to that now they'll have an emotion attached
to the goal that they want to achieve in terms how that will make them feel if
they achieve it and they also have emotions attached to
the obstacles that are standing in the way how do
those obstacles make them feel and if they can't get rid of those
obstacles and achieve that goal what is that going to do for their lives
and how is that going to make them feel so tapping
into their emotions in terms of both their goals and their challenges
is really really critical now look if you
go online and google how to find your audience
or look it up on youtube even you'll find a lot of videos and a lot of
articles that will talk about the demographics and
the psychographics and they are very important they are a very very
important starting point but if you know the demographics and you know their
psychographics you still don't have any real information that will help you to
connect with your audience because it's through
their human emotions that you're going to connect it's
through understanding what they're going through understanding those goals
understanding those obstacles and understanding the emotion
attached to both the goals and the obstacles
so when you start to look at who your audience is don't
look for the demographics and the psychographics as the end goal
look for those that information as a starting point you want to go
a lot deeper than that you want to understand who your audience is because
when you have this information you are armed with
really really valuable insights that you can use
in not only the development of your brand but you can use in the
communication at every single touch point to connect
and resonate with who your audience is and how
they're feeling but I would love to hear from you in
terms of your experiences and your challenges have you
identified your audience have you created audience personas
and uncovered that level of information to then use
at every single touch point to then use in the development of your positioning
strategy and your communication strategy or are
you struggling to identify who your audience is or are you struggling to
extract that information that you can then use to connect and
resonate on a human level I'd love to hear
your experiences in the box below if you've got any challenges
let me know in the box below I'll do my best to answer all of those if you like
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but as I said I'd love to hear from you in terms of your challenges
and your experiences I'll do my best to answer all of those until next time
brian like a master and I will see you in the next video you