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Why Audience Research is Key to Brand Identity

When it comes to creating your brand identity, one of your first steps should be to research your target audience. What is your target audience? It’s a particular group of people who you would like to market your products or services to. Understanding your audience and their wants and needs is key to creating a successful brand strategy.

To find your target audience you should be looking at two things: demographics and psychographics. Demographics are personal identifying information such as age, gender, location, income, and profession. Psychographics are your audience’s interests, values, and spending habits. Once you have narrowed down what your audience looks like, then you can start creating a brand strategy that fits.

You will want to create a “voice” that fits within your chosen audience. For example, if your target audience consists of older professionals, you may want to choose a more professional sounding tone for your brand. If your target audience is Gen Z, then adding a more casual tone may be a better fit.

Your imagery should also be catered to your target audience. You’ll want to choose colors that reflect your message and are appealing to your customer base. We have more information on the importance of colors for your brand here in this blog post.

Your method of advertising should also be determined by your target audience. If your audience is generally on the younger side, you may want to look into social media advertising as opposed to traditional print ads. Understanding your audience allows you to apply your marketing budget in the most effective way.

Audience research should be a constant focus of your brand. As it grows and changes, you should as well. Surveys are one way to keep up with your current base of clients, but another way to keep up with market trends is to utilize Google Analytics. Google Analytics provides extensive data about the users going to your site. This information can be used to determine where your target audience is coming from or what content they’re connecting with the most.

At Spotlight, we are certified in Google Analytics, so we are happy to help you learn more about your target audience. Send us an email at to learn more about how we can help with your research goals!

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