If you’re trying to reach everyone, you’ll likely connect with no one.
The strongest brands succeed because they understand exactly who they’re speaking to—and how to reach them. Knowing your audience isn’t just helpful; it’s essential to your brand’s growth.
How to Identify Your Ideal Customer
Bestselling author Stephen King has what he calls an “Ideal Reader”—his wife, Tabitha. He writes with her in mind to avoid trying to please everyone and instead creates a focused, authentic story. Your brand can benefit from the same mindset. Think of your Ideal Consumer as a living, breathing person. You can define them by both demographics and psychographics:
Demographics (The Basics):
- Age
- Gender
- Location
- Income level
- Education
- Marital status
- Home ownership
- Number of children
Psychographics (What They Care About):
- Values and beliefs
- Personality
- Hobbies and lifestyle
- Shopping behavior
- Goals and fears
- Social media habits
Try creating a detailed persona. For example:
Ashley, 23, single, lives in Toronto. College-educated, outgoing trendsetter. Loves fashion, nightlife, and staying ahead of the latest beauty trends. She’s willing to spend extra on products that make her look and feel confident.
Now imagine a day in Ashley’s life. What does she scroll through on Instagram? What brands is she loyal to? What makes her hit “buy now” in an online shop?
Use Visual Tools to Connect
A great way to bring your audience to life? Create mood boards or audience personas using images, quotes, and brand references. These help you visualize your consumer, align your messaging, and keep your content on-brand.
Niche Isn’t Limiting—It’s Powerful
Every product appeals to a niche. Even mass brands started by targeting a specific audience. Think of TV programming: while the Super Bowl attracts the masses, most shows are tailored to a defined group. Nickelodeon speaks to kids. Logo speaks to the LGBTQ+ community. The more clearly you define your niche, the more effectively you can create messaging that sticks.
Final Thought: Don’t Just Think of Your Audience—Think Like Them
Step into their shoes. Feel their frustrations. Understand their daily life. When you do, your messaging becomes more human. Your brand becomes more trusted. And your audience becomes more loyal.