advice on how to build meaningful brands

May 16, 2019

63 | How to really get to know your audience

Why you’ve got to listen to this episode:

We all know we can’t be all things to everyone and shouldn’t try. Finding the right market segment for your product or service is critical. Brands typically segment their target audience based on demographic information such as age, gender and income. Although demographics provide some useful information, it’s not nearly enough to truly understand your audience.

To help get a better understanding of your audience, some brands look at generational groups such as Millennials and Baby Boomers. Although generational groups provide some deeper insights, there are still vast differences amongst people from the same generation. Two people in the same age group can have completely different outlooks, world views and interests.

To truly understand your audience, you need to discern their values, priorities, attitudes and motivations.

Who can benefit from listening in:

Every brand should have a good handle on who their ideal customer is, not just based on age or gender but rather on their needs and desires.  In this episode, we explore some ways to uncover the information you need to truly understand your audience and be able to provide them with the right product or service and craft the right messages and strategies to reach and convert them.

Key takeaways from this episode:

  • Knowing your audience will help you shape and validate your product or service idea.
  • Beware not to fall into stereotypes associated with generational groups such as Millennials or Baby Boomers. These are broad groupings and there are vast differences between people amongst these groups.

Links to resources mentioned in this episode

Related episodes that can help provide further detail:

Episode supplement:

Understanding your audience is critical to ensure you’re providing the right offering and can generate the desired reaction. This guide will guide you through a process to better understand your audiences motivations, values, attitudes and priorities. This information is critical to help you shape messages that will resonate and create the desired action.

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