“Who you talkin' to?”: Know Your Audience, You Sexy Beast

The other day, Alex and I were chilling in one of our favorite coffee shops, surrounded by good vibes, a killer vinyl collection, and a barista/shop owner who smiles brighter than a Taylor Swift concert (IFKYK). 

We were in a cozy sitting area downstairs, slaying content generation, when jovial conversation and activity erupted upstairs. Above the conversation, we overheard someone holler, "Way to go, Molly! Molly, do you need to go potty?!" Alex and I exchanged confused glances, trying to figure out if we were witnessing a potty training session for a tiny human or the cutest damn puppy ever (spoiler alert…that puppy really was cute.)

Cutest husky puppy…like…ever.

They are vastly different audiences but have the same message, tone, and call to action. From a marketing perspective, it’s a pretty great look into the value of knowing your target audience and an apt argument for making darn sure your branding speaks to the right one.

Know Your Audience, You Sexy Beast:

I am a storyteller by nature, so when I build an ideal client profile, I build a full avatar - back story and all, and I use the StoryBrand (SB 7) Framework to craft that narrative. The StoryBrand Framework is rooted in the legendary "hero's journey" that's been entertaining us for centuries.

So it goes something like this:

• Your customer, the ultimate badass protagonist (aka the Hero), faces a gnarly problem.

• Said hero embarks on an epic quest to conquer aforementioned gnarliness.

• Your company is the sage guide, the guiding force that'll lead them straight to success.

• Together, you overcome obstacles, slay dragons, and emerge victorious.

But your target market is not a mythical creature or a figment of your imagination. They're real people with real needs, desires, and quirks. It's your job to understand them better than they understand themselves. You know…

Get inside their heads…

walk a mile in their shoes…

learn their language…

When you truly get them, you can craft a brand and a message that speaks directly to their souls, making them feel like you're the solution they've been searching for.

The Power of a Clear Brand

Don’t get it twisted, though.  Your brand is made up of several elements, and no matter what the messaging gurus or the logo designers tell you, none of them stand alone.  They all work together. 

Take Molly’s story, for example.

Without seeing the brand's visual identity, it was impossible to decipher who the message was meant for. Having the final piece of the puzzle saved us from awkwardly offering a toddler a dog treat or a puppy a coloring book.

So, while a clear message is like a golden ticket to the chocolate factory of marketing success, it doesn’t stand alone.  Your brand imagery, icons, colors, and photography all play a vital role in communicating with your target market.

Your brand messaging should equal brand copy + visual identity - that’s the secret sauce that cuts through the noise, grabs attention, and makes your ideal client avatar say, "Damn, they get me!" When your brand message resonates with them, they're more likely to take action, engage with your brand, and buy your stuff.