Branding knowledge capsules
Chapter 3
At The Mood Project, we define the brand audience as the attitudinal profile that naturally resonates with your brand. This definition goes beyond the limits of traditional socio-demographic segmentation to determine how, when, where, and why certain people interact with or show interest in your brand and everything surrounding it.
While it is essential to know the different ages of your target audiences and their economic capacity or residential areas, it is even more significant to identify what unites them: their lifestyle, habits, hobbies, ideals, principles, etc.
The brand audience, therefore, becomes the reference figure when thinking and crafting messages or texts. They are the ones you address and with whom you want to create emotional connections that go beyond the rational aspects of your product and service offerings.
Ultimately, your brand’s audience is the group that shares your way of seeing the world. Making them feel this connection is crucial to establishing a solid and lasting relationship with them.
To further illustrate this, we present two examples of brand audiences: “The Retroplastics” which we developed for MILAN’s 1918 Collection, and “The Work Hard, Socialize Hard,” designed for Luzzid.
Example 1: MILAN
A brand audience for MILAN’s 1918 collection that delves into its brand territory (positive nostalgia) and connects with those who, besides being practical, do not forget what has always defined them as individuals.
THE RETROPLASTICS
They believe in the timelessness of identities. They consider that if something has always defined them, it should not cease to do so just because times moves on. That’s why they distance themselves from meaningless trends but not from progress. In fact, if progress brings value to them, they embrace it willingly. They simply like remembering everything that has made them who they are today. That’s why they don’t replace it; they complement it.
Example 2: Luzzid
A brand audience for Luzzid that, in addition to being based on the brand’s territory (approachable science), connects with those who want to enjoy things to the full extent of their physical and mental capacities. Because they want to go out and have a drink but also fulfil their plans and obligations the next day. And with Luzzid, there are no bad days, only good days.
THE WORK HARD, SOCIALIZE HARD
Those who live life to the fullest without sacrificing anything. They work, exercise, eat, drink, go out, care for themselves, learn, make mistakes, discover, and travel; They live. They appreciate all the hidden nuances in their experiences, downplay problems, and savour every moment while maintaining a positive approach to life.
If you want a complete perspective on how to build a genuine brand, take a look at the previous capsules.
1. Genuine brands.
2. Brand territory.
