5 questions that will help you understand your
brand’s ideal audience

When it comes to shaping a brand's aesthetics and message, there's a gentle reminder I always like to share with business owners: Your brand is not for everyone. And that's perfectly okay.

If your brand visuals, personality, and message are too generic, it becomes challenging to attract the people who truly resonate with your offerings. After all, not everyone:

  • Shares the same needs or desires that your product or service fulfills

  • Struggles with the same problems your brand solves, be they emotional or physical

  • Holds the same values and priorities

  • Enjoys a specific level of income or lifestyle that aligns with your brand

With that in mind, it simply can’t be everyone. And it shouldn’t be. By genuinely understanding your ideal customer, you can convey the right message and create a brand that they get, that resonates with their hearts and minds.

If you are struggling to understand who is your ideal client, what brand aesthetics to choose, or you feel like your brand has grown enough and you want to reach a new audience, here are questions from behind the scenes of my design process to help you dive deeper.

The brands we choose say something about us as individuals.

5 questions that will help you understand your target audience and guide the brand design process

01. What your target audience is struggling with? How is your brand help solve that problem?
Understanding their specific struggles can position your brand as the ultimate solution. You want your audience to see you as their trusted guide who can genuinely enhance their lives.

02. What are their values?
What do they care about, and why do I matter to them? The brands we choose say something about us as individuals. It's not just about the product itself; it's about the personal connection and the story we tell the world. Consumers often seek products or services that align with their values and help them to express their desired identity. How does your brand reflect who they are or aspire to be?

03. What’s something you and your client have in common?
You might uncover many valuable insights by realizing that your target audience is a lot like you. It's hard to imagine running a business that doesn't align with your values, right? Though it's essential to keep that in mind, your audience's preferences might not always mirror your own exactly. And that's okay!

04. What and where does your target audience like to learn?
Identify the platforms and channels where your dream customers like to spend their time online and offline. This knowledge will give you insights into their interests, curiosities, and preferred ways of communication.

05. Which brands do they gravitate toward outside your industry?
Pique at other brands your audience buys from can reveal valuable insights. Look for common threads in their messaging, values, branding, and product/service offerings. Understanding what resonates with your target audience will guide your design decisions while still maintaining the unique identity of your own brand.

By continuously keeping your audience at the forefront of your mind, you'll be able to make strategic decisions that strike the perfect balance between your personal aesthetic preferences and the desires of your customers.

I recently had a client who was focusing on the Scandinavian market only, but after a couple of years of business, there was a desire to grow and create a premium brand that connects to their customers through values and expanding to the global market. Diving deeper to understand the target market significantly impacted the aesthetics we have chosen for the brand.

If you're ready to take your business to the next level, whether it's expanding, reaching a new audience, or honing in on a specific niche, I invite you to learn more about my services here or go ahead and book a discovery call with me.