Marketer Sam sat in a café on Patriarch's Ponds, looking at the presentation of his latest project. The brand was entering the market with a new drink made from matcha and collagen. The product seemed to perfectly hit the trend: beautiful can design, trendy "healthy longevity" concept, bright advertising campaign. But sales weren't growing. First month — weak response, second month — silence. Sam realized: the problem wasn't with the product, the packaging, or even the budget. They were simply trying to sell the drink to people who didn't care about it.

Later, when the team did segmentation and precisely identified the target audience, it turned out it wasn't "everyone who cares about health" at all, but a much narrower group: girls aged 22-28, living in megacities, actively following fitness trends and having a particular weakness for "Instagram-worthy" drinks. After relaunching the campaign, sales tripled.

This is how Sam learned from his own experience: knowing your target audience isn't an abstract term from a marketing textbook, but the foundation of branding, design, and any business in general.

What Is a Target Audience and Why Is It Needed

Definition in Simple Terms

A target audience is a group of people for whom a product, brand, or service is created. These people are united by something in common: age, interests, lifestyle, or a problem they want to solve.

The simplest way to explain it is this: if a brand addresses everyone, it speaks to no one. Generic cosmetics for "all women" dissolves in an ocean of competitors, but cosmetics for girls with sensitive skin over 25 already forms a niche.

Why This Is Important for a Brand

Understanding your target audience allows a company to build precise communication and meet customer needs. This is reflected literally in everything: logo design, color palette choice, communication style on social media, product packaging, and even how the brand responds to complaints.

Without a clear understanding of the target audience, brands waste huge budgets in vain. In 2021, consulting company McKinsey showed in research that 71% of customers expect personalized experiences from companies. Companies that use personalization mechanics have 40% higher revenue. A reason to think, isn't it?

Types of Target Audiences: Who We Sell to and How

When marketers talk about target audiences, terms like "B2C" or "primary/secondary audience" or dry demographic characteristics often come up. But in reality, it's more complex: the same product can appeal to different people in different contexts. And if a brand doesn't understand who it's selling to and what motivations drive these people, advertising budgets fly away in vain.

Source: LinkedIn

Primary and Secondary Audience: Who Decides and Who Influences

It's important to distinguish between those who make the purchase decision and those who shape opinions. For example, a child in a store chooses a chocolate bar, but the "yes" or "no" decision is made by mom. In B2B, it's even more complex: the IT product purchaser may not be the one who uses it later, meaning marketing must speak two languages simultaneously — about convenience for end users and efficiency for business.

Consumption Context: One Situation — Different Audiences

Red Bull long ago noticed that their product lives in several "scenarios": students drink it while preparing for exams, drivers — at night on the highway, and athletes — before competitions. One product, but different audiences in each case, meaning different advertising campaigns and images. Packaging and design remain common, but creative is adapted to context.

Generations and Different Views on Brands

Today it's particularly noticeable how Generation Z and millennials react to brands differently. Gen Z expects sincerity, humor, and lightness from companies. They value memes and quick visual content, love brands that aren't afraid of "humanity" and self-irony. Millennials are more oriented toward functionality, benefits, and reputation. Hence different advertising mechanics: Nike shoots inspiring videos for millennials but launches challenges on TikTok for Gen Z.

Emotions vs. Logic

Even within one niche, there are segments that make decisions differently. Someone chooses cosmetics because of associations with beauty and lifestyle — and then emotional marketing works. And someone pays attention to composition and effectiveness — and then dry facts and expert evidence matter more. Apple knows how to combine both approaches: for some, iPhone is style, emotions, and status, for others — technology and ecosystem.

Social Roles and Status

Target audience isn't just "28-year-old woman." Her social role changes motivation. A young mother will look for products that make childcare easier, while a woman of the same age without children — solutions for personal development or travel. These are fundamentally different communications, even if demographic parameters formally coincide.

Mistakes and Successes in Working with Audiences

One typical brand mistake is "confusing" the audience. Thus, some banks tried entering TikTok with youth videos, but their main products are oriented toward 30+ clients. Result — viral videos exist, conversions don't. At the same time, Netflix shows how to work with segmentation correctly: for each category of viewers, they create their own trailers, collections, and even posters. The same series can be sold completely differently to different user groups.

A Small Test for Marketers

To understand what type your audience belongs to, ask three questions: who makes the decision, in what context does this decision arise, and what drives people — emotions or logic? The answers will already suggest what communication tone to choose, what design will be closer, and which channels to bet on.

Segmentation and Audience Analysis Methods

Understanding your audience isn't just a question of "who are our customers," but also "why do they buy from us specifically." Segmentation helps break chaos into manageable groups, see patterns, and adjust product, communication, and design to people's real needs.

Source: Google Images

Classic Segmentation Methods

Demographic analysis remains the most common because it's simple and visual. Age, gender, income level, and education allow you to identify basic groups. Thus, the same food product can be promoted through children's packaging and parent blogger-marketplaces for moms — these are two different segments within one audience.

Geographic analysis helps account for cultural context and environment. For example, clothing brands often have different collections for Russian and Asian markets: climate, size charts, and even visual preferences differ there.

Psychographic analysis works deeper. Values and lifestyle matter here. Youth for whom an ecological approach is important are more likely to buy a brand with "green" packaging and honest storytelling.

Behavioral analysis shows how people actually interact with the brand. Someone visits the site once a month and buys a large basket, while someone else — every day, but small items. These are two completely different behavior models requiring different marketing strategies.

Approaches to Segmentation: From Mass Market to Hyper-personalization

Methods provide tools, but approaches are the strategy of exactly how to divide the audience.

Traditional approach (mass marketing) — when there's no segmentation at all. One product, one message, oriented toward "everyone and anyone." It worked in the past when there was less competition. Today, only basic goods like salt or electricity can be promoted this way.

Differentiated approach divides the market into several large segments and offers each its own value. A typical example — airlines with "economy," "comfort," and "business" fares. The product is the same, but the experience for customers is completely different.

Concentrated (niche) approach is playing for depth. The brand chooses one narrow audience and works with it in maximum detail. For example, a sports nutrition manufacturer for vegans. There won't be mass appeal here, but there will be high loyalty and expertise.

Micro-segmentation and hyper-personalization — a trend of recent years. Now companies can divide audiences into dozens, or even hundreds of micro-groups. Netflix recommends movies not "for all women 25-34," but personally for you, based on recent views and hidden behavior patterns. In e-commerce, this works like this: two people can open the same site and see different banners, promotions, and even prices.

Dynamic segmentation goes even further. It considers that the same person can behave differently in different situations. Imagine: in the morning you're a "rational buyer" looking for favorable mortgage conditions, and in the evening — "emotional," ordering sushi because you felt like it. Marketers are learning to catch these "roles" and quickly adapt offers to context.

Situational approach shifts focus from people to circumstances. A coffee brand can identify segments "drink on the way to work," "drink for a business meeting," and "coffee as a reason for evening communication." One product, but different meanings and needs.

Modern Analysis Tools

Classic approaches today are enhanced by technology.

Social networks allow studying what the competitor's audience lives by, which posts gather more reactions, and what causes negativity. Web analytics records every click and helps understand at what stage the user "leaves" the sales funnel. Surveys and interviews still work, but now they're conducted online and embedded in applications, making the process unobtrusive.

Big Data and neural networks deserve special mention. They can find patterns that humans might not notice. For example, an algorithm can reveal that people who watch YouTube before bed more often buy online self-development courses. This means the campaign should be launched specifically in the evening and in this environment.

How Segmentation Affects Branding

It's important to understand: segmentation isn't a dry Excel table, but a tool directly affecting brand identity. If you're working for an audience of millennials and zoomers, the logo can be bolder and more dynamic, and communication — meme-based and ironic. If the segment is conservative entrepreneurs, the design will be strict, minimalist, with an emphasis on stability.

Essentially, segmentation is translating client expectations into brand language: from logo and tone of voice to choosing communication channels.

Target Audience and Branding: How People Shape the Company's Face

When talking about branding, logo or corporate colors are most often remembered. But all these elements work only when they reflect the expectations of a specific audience. Identity, Tone of Voice, and even product experience are always tuned to the people for whom the brand exists.

Brand design transmits emotions. Young audiences expect boldness and brightness, older ones value stability and convenience. Same with communication tone: a financial service can sound strict and expert for mature clients while being friendly and light for youth. Even B2B companies increasingly move away from formality to speak with people humanly.

Communication channels are also chosen based on audience behavior. Many companies' mistake is that they "go where it's trendy," not where their clients are. Teenagers sit on TikTok, moms with children — on Instagram*, IT specialists — on LinkedIn. A brand isn't built in a vacuum, it must be where the audience's life happens.

Moreover, branding isn't just visuals and texts, but the product experience itself. A convenient app, packaging that opens pleasantly, or quick support work for the image no worse than an advertising campaign. All this must match the target audience's expectations.

Today brands increasingly work with several segments simultaneously. Mistakes arise when a company tries to be "for everyone" or copies competitors without understanding its clients.

Good examples are visual: Ozon plays with memes for youth and speaks seriously where expertise is needed; Yandex Go bets on simplicity and friendliness; Tesla broadcasts status and innovation because its audience perceives the car as part of lifestyle.

Ultimately, it's the target audience that becomes the brand's architect. It sets not only visual style and tone, but also the company's behavior in every channel and every product detail.

Segmentation and Audience Analysis Methods: How to Understand People Deeper

Segmentation is the process of dividing the audience into groups to better understand their needs. But it's important to remember that this isn't just statistics. Behind the numbers are real people, their habits, fears, and desires.

Demographic analysis helps outline basic frameworks: age, gender, income, education. But two clients with identical characteristics can be separated by a whole abyss of values and interests. That's why psychographic analysis becomes key. It shows how people see the world, what they want, and what guides them in their choices.

Psychographics allows brands to speak the same language with their audience. For example, Nike long ago stopped selling sneakers as "sports shoes." Its communication is built around values of self-realization, persistence, and freedom. People buy Nike not because they need new sneakers, but because they associate themselves with the "Just Do It" idea.

Behavioral analysis goes even further. It records specific actions: purchase frequency, responses to promotions, willingness to try new products. It's behavior that allows building personalization. If a user orders food at night, the app will show promotions specifically at that time.

Geographic segmentation plays a special role for local businesses. What works in the capital may not work in regions. Therefore, brands adapt messages to cultural context.

Modern companies increasingly use combined approaches: combining demographics, psychographics, and behavior. This allows creating volumetric customer portraits that are closer to reality than any averaged tables.

Approaches to Segmentation: From Classics to Hybrid Models

Traditionally, segmentation was divided into several approaches: demographic, geographic, psychographic, and behavioral. But in recent years, new models have appeared that help work deeper with audiences.

One such approach is value segmentation. It's built on understanding the audience's worldview. People with different values perceive the same product differently. For some, a car is a means of transportation, for others — a status symbol.

There's also situational segmentation, when focus shifts to context. The same person can buy a product for different reasons. A coffee shop understands: in the morning, a client needs a quick espresso, and in the evening — a cozy place for communication.

Another modern approach is Customer Journey segmentation. Here the audience is divided not by static characteristics, but by the stage of the customer's journey: from first acquaintance with the brand to repeat purchases. This approach allows building maximally precise communications at each stage.

Hybrid models combine all this together. First, basic parameters are analyzed, then values and situations, then the customer journey. The result isn't a table, but a living portrait that helps the brand make conscious decisions in design, marketing, and product.

Target Audience and Branding: How Knowing People Affects Company Image

Understanding the audience directly affects how a brand looks and sounds. Logo, corporate colors, communication tone — all this is chosen not based on the designer's personal preferences, but based on what's close and understandable to the client.

For example, brands working with youth often use bright colors, dynamic compositions, and informal communication tone. This is noticeable in the identity of street brands like Supreme or Russian startups in foodtech. Their visual language immediately makes it clear: the brand is created for those who value speed and novelty.

While premium companies choose minimalism and restraint. Black and white palette, elegant fonts, strict communication tone — all this broadcasts status and trust. Hermes or Rolex will never communicate with memes on social media because their audience expects a different experience.

Tone of Voice is also determined by the audience. The same bank can speak to young clients lightly and ironically, and to corporate ones — officially and strictly. A mistake in choosing tone can lead to the brand being perceived as inappropriate or unserious.

Knowing the audience also helps in product development. When IKEA analyzed its audience, it turned out that people in megacities live in small apartments. This became the basis for designing compact and functional furniture. Another example is Apple, which builds its device lineup around the ecosystem, understanding that its audience values convenience and seamless experience.

Thus, target audience isn't just marketing, but the foundation of branding. Everything a company does, from logo color to UX in the app, must answer the question: will this be understandable and valuable to our client?

Modern Tools for Audience Analysis

If brands used to be limited to surveys and focus groups, today the arsenal of tools is much wider.

Social networks have become the main data source. Analysis of comments, likes, and subscriptions helps understand which topics hook the audience. Moreover, you can study competitors' communities and see what their subscribers like.

Web analytics is another powerful tool. Services like Google Analytics or Yandex.Metrica show where users come from, which pages they view, where they leave. This data helps optimize the site for real people's behavior.

Big Data allows processing huge data arrays: search queries, transactions, digital footprints. This is where neural networks come into play, finding patterns and predicting behavior.

For example, streaming services use algorithms to suggest movies that a specific viewer will like. The same principle can be applied in e-commerce: recommending products not "in general," but based on a specific client's purchase history.

Neural Networks and AI in Working with Target Audience

Artificial intelligence has become the marketer's new tool. Its role in studying audiences is hard to overestimate.

First, neural networks help analyze large volumes of data faster and deeper than humans. They identify hidden patterns: for example, that people buying sports goods are most often interested in healthy eating.

Second, AI predicts behavior. Based on past data, it can predict when a client will make another purchase and offer a relevant proposal at the right moment.

Third, neural networks personalize communications. They help adapt emails, banners, and even design for specific segments. This isn't just "name in email," but dynamic content that changes depending on the client's interests.

And finally, neural networks provide the ability to model audience reactions to creatives even before campaign launch. Marketers can test several options and choose the one with better chances of "hitting."

Conclusion

Six months after that failure at the matcha drink launch, Sam was sitting in the same café on Patriarch's Ponds again. Only now on the laptop screen wasn't a presentation, but a report: sales were growing at a steady pace, and the brand was finally being discussed in those very communities where its audience "lived." Girls posted photos of cans in stories, fitness bloggers made reviews, and retailers themselves came forward with proposals to expand supplies.

Sam smiled: no miracle had happened. The team simply finally stopped shooting into the void and started talking to people who actually needed their product. He understood that target audience isn't numbers in analytics or dry portraits in a marketing report. These are the very real people who will either make the brand their own or pass by.

And looking at the filled tables and enthusiastic comments on social media, Sam caught himself thinking: knowing the audience isn't a work stage, but the most important investment in brand success. Everything else — design, advertising, PR — works only when you're talking to the right people.

Company logo «EXBar»

Similar logos

Company logo
«EXBar»