EmotionGraphic (Understand Your Audience’s Emotions)

When speaking on Branding and Marketing many mention ‘Target Audience’ instead of ‘The Target Segment’ and today Brands are all about Emotions

Notice the difference between the Target Audience and the Target Segment, both play two different roles: The former to most Marketers means the general public without classification; the latter is a segment from the general public which is defined for your Product or Service. In the recent years we have witnessed all sorts of industries and categories develop and grow, the market is getting saturated and very competitive. The advancements in technology have played a huge role as a tool in connecting to the intended audience in a more accessible as well as in an interactive way. Today Brands are easier to accommodate than previously thought but the audiences have become much more demanding to address with their needs and growing interests. With recent innovations and changes, Brand Managers are able to monitor and test their audience reactions instantly and manage their needs better

Today if you carefully look at most RFPs (briefs), you would notice that most senior Marketing Executives describe their audiences the same way their competitors do or did so. They all describe their audience using the same common fundamentals, in fact most describe the ‘general public’ and not the ‘target segment’

A clear distinction between all segments is a must in order to narrow the Focus and address the demand. The market is too saturated to think of the ‘general public’ or the ‘mass’ as most call it. When we speak of the ‘target segment’, most professionals identify it with two elements while ignoring a third one in my opinion which is ‘Emotional Understanding’. Brands effect people’s Emotions and once loved, they cannot be easily disliked. If Brands have a clear understanding of how these Emotions evolve they will struggle less on trying to maintain their audience’s Loyalty. I recently added a third principle when identifying the intended target audience calling it ‘EmotionGraphic’

The audience description should be focused on as a segment. The better you understand the audience, the better the chance you create for a relationship to develop with your audience. Yes, a ‘Relationship’, the single Emotional connection that can bring your segment closer and become part of your Brand. You need to explore your audience’s ‘Emotions’, understand their Desires, connect and reconnect with them. Emotions can change fast but the Brand must be able to maintain the change. The following are the 3 main principles in identifying your target audience:

  • Demographic
  • Psychographic
  • Emotiongraphic

Describing your target audience in terms of:

  • Age
  • Gender
  • Upper class
  • Educated
  • Home owners
  • Employment status
  • Personality
  • Attitude
  • Lifestyle

is a very short form of determining the right audience for your Product or Service. However, having a clear understanding of the audience’s Emotions will bring more value to your brand and narrow the gap between the Brand and the Prospect. I will be presenting a seminar of my work on “Emotiongraphics” in the near future

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

The article was first published on Linkedin Pulse on 6th August, 2014

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: