Demographics in Branding

Creating the foundation for a focused brand.

November 2, 2020

Demographics are the first piece discussed in understanding who your target audience is. Mainly because they don't require as much critical thinking and are evident without much additional thought/analysis. Here is a list of the attributes that one would include in the demographics of their target audience:

  • Sex
  • Age
  • Geography
  • Marital Status
  • Education
  • Employment/Occupation

What purpose do these pieces of information help us solve in creating a brand? Well, the answer is quite simple: you are going to talk to people differently and through different mediums based on these answers. More importantly, knowing the demographics of this ideal superfan enables you to focus on who will be using your products/services.

Target One:

  • Sex: Female
  • Age: 34
  • Geography: Wichita, Kansas
  • Marital Status: Married with two kids
  • Education: Bachelor's in English Literature
  • Employment: Columnist for a local magazine / $80,000 per year

Target Two:

  • Sex: Female
  • Age: 23
  • Geography: Santa Monica, California
  • Marital Status: Single
  • Education: Bachelor's in Nursing
  • Employment: RN for local hospital / $66,000 per year

Even with these descriptions alone, it is clear that the lifestyles and day-to-day happenings in these persons' lives are going to be different. They will have different preferences, lifestyles, beliefs, cares, aspirations, etc. We start with these demographics because it allows us to put up the blinders to other groups that are not as important to the brand being created.

More you say?

Cambio Falso

Why staying in place is your worst choice.

3.11.2020

You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.

Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.

The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.

Cambio cierto.

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Measuring "Brand"

Yes, you can measure it. This is how.

4.29.2020

Since branding is an emotional subject, it gets hard to manage. Specifically, it gets hard to measure. Cue Marty Neumeier (again). In his book The Brand Flip he lays out a structure for measuring the effectiveness of building a brand in what has been called the Brand Ladder. The goal of the Brand Ladder is to see how well you are elevating a customer's experience with your company. If you score low, it means you're a commodity, easily capable of being replaced. If you score high, customers are likely to become repeat buyers, evangelists, and feel like they can't live without you.

Here is an outline of the scorecard (from your customer's point of view):

Satisfied Grade 1-5

__ The company/product has met my expectations.

__ The company charges a fair price for the product.

__ TOTAL (highest score of 10)

Delighted Grade 1-5 and multiply by 2

__ I've been pleasantly surprised by the company/product.

__ I would happily recommend it to others.

__ TOTAL x 2 (highest score of 20)

Engaged Grade 1-5 and multiply by 3

__ I identify well with the other customers of this company/product.

__ I would go out of my way for the company and its customers.

__ TOTAL x 3 (highest score of 30)

Empowered Grade 1-5 and multiply by 4

__ The company/product is essential to my life.

__ I would be very sorry if it went out of business.

__ TOTAL x 4 (highest score of 40)

__ Grand Total (Highest Score of 100)

But it doesn't end there. Like any other assessment, you have to dive deeper and unearth the reasons behind them. What is it about your company that affects these scores? Is it design? Is it your messaging? Is it the product? You can measure the effects of branding all day, but if you are not willing to check on the factors contributing to its success, you might as well not even bother. Sounds like something I should write about tomorrow...

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