A target audience is a clearly defined group of people or organisations that a brand wants to reach and create value for. The target audience should be described through needs, situation, motivation and decision criteria, not only age, industry or geography.
What does target audience involve in practice?
In practice, audience insight is used to prioritise offerings, language, channels, content and user experiences. It may be necessary to distinguish between the person who uses the service, the person who influences the choice and the person who makes the final decision. The better the audience is understood, the more precisely the brand can communicate.
Target audience is relevant before defining positioning, messaging or visual direction. A clear target audience does not make a brand narrower without reason; it makes the choices more relevant. See Positioning, User needs and Interbrand's insight into brands and people.
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