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DEFINING YOUR TARGET AUDIENCE


Competitive equestrians know this struggle all too well: which classes do you enter in the next horse show? There are classes over fences or classes on the flat. Classes for green horses or green riders, classes judged on style, classes judged on speed, the list goes on and on. But as a competitive equestrian, you understand that not every class is suitable for you and your horse, so you choose from the prize list of options and select those that give you and your horse the best chance to be competitive and successful.

This process is much like defining your brand’s target audience. With your brand, it is best to recognize that your products or services won’t appeal to everyone- and that’s okay! A competitive reiner with her Quarter Horse wouldn’t enter the High Performance Hunter division at the upcoming AA Hunter Jumper Show, but in her own arena she will succeed and excel because she is confident in her unique riding style and ability- she targeted her ideal ride, much like a brand must do with their target audience.

One of the keys to a purposeful and profitable business is knowing who your target audience is, and how to best work with them. But who exactly IS your target audience, and why are they so important to your brand?

Knowing your target audience allows you to take your strengths and gifts and share them with those who will best benefit from them. Again, your unique brand may not be everyone’s cup of tea, but for a select group of people, you will be their saving grace. Ask yourself: what kind of clients have I shared the most success with? You can create a manifestation of your ideal target audience by answering these questions:

  1. How old are they? Age is important for a number of reasons- first, knowing their age will help you learn how to connect with your ideal target audience in a way that is relevant specifically to them. Knowing their age range will also aid in your ability to effectively communicate your brand’s message in a way that both appeals to them and that they understand.

  2. What kind of content do they primarily consume? Videos, blog posts, podcasts, photos… there are so many mediums nowadays to reach your target audience! Take a moment to determine what type of content they typically prefer so that you can cultivate content that is consistent with the mediums that your target audience primarily consumes.

  3. Where do they hang out online? Knowing which social media platforms your target audience is visiting is helpful in many ways. This can help you narrow down the channels in which you share your message to most effectively capture the attention of your target audience.

  4. Who inspires them? Knowing who or what inspires your target audience helps your brand generate messages and content that aligns with them. You connect with emotions that are important to them, creating a sense of unity and cohesiveness with your target audience that facilitates a unique partnership with them and your brand.

  5. Most importantly: What are their biggest pain points and frustrations? The things that “keep them up at night” are your target audience’s biggest hurdles. Knowledge of these problems and sharing how your brand can alleviate some of these stresses is one of the best ways to connect with your target audience and gain a great following. Empathizing with their problems is a fantastic way to gain credibility and trust in your expertise.

By focusing on these 5 pieces, you are setting yourself up to speak clearly to and connect with your ideal client. In doing so, your brand will continually align with their values and allow you to be perceived as the go-to trustworthy expert in your respective field.

If you have any questions about finding your target audience, send us a message here at Maredith Davis Design! We would be thrilled to talk about your brand and the questions above with you. Together we can focus on turning your mission into a visual reality and bring home the blue ribbon!


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Maredith Davis Design is a brand design studio that works side-by-side with equestrians and entrepreneurs to build purposeful and profitable brands.

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 2019 ©Maredith Davis Design, LLC

Lexington, Kentucky

Custom brand design for

equestrians and entrepreneurs.

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