Target audience and personas

Your target audience is the people your business matters most to; personas are the way we make them concrete and learn to feel with them, instead of reading them as yet another sterile table. As fans of psychology, at Embrand we work with psychographic profiles based on the five-factor model of personality (OCEAN) — openness, conscientiousness, agreeableness, extraversion and neuroticism. We often remind clients that strong brands aren't built on the average. They are built by motivating the most devoted supporters to become part of our tribe — and letting them bring everyone else along. And how do we find them? Exactly through our brand strategy process.

Related terms: Brand strategy, Positioning, Brand personality and archetypes.