Audience and Persona

Maslow’s hierarchy of needs

Abraham Maslow was a anthropologist who developed a theory about the way the people are motived. This theory was published in 1943.
The  theory was based around a triangle of needs, at the bottom part of the triangle were the basic needs that any human would need to survive, and then moving up the triangle were more factors that would motivate a person.


This theory is relevant to branding and our project because its the consumers who build the brands, not companies, and consumers give any given brand their values by helping to develop the perceptions of that brand from other consumers. However, these companies can try and help enhance the values associated with the brands by delivering consistent brand experiences and trust to those consumers.

  • What do consumers need?
  • Do they really need those things or do they just think that they do?
  • What drives them to actually take action and buy once a real or perceived need is identified?

Target audience

When we are developing our brands for our projects, we need to think about:

  • Who our target audience are
  • Why is it important?
  • How we can find out about them

A target audience normally has six typical characteristics, and these characteristics may influence the behaviour of a group of individuals.

  1. Geographic:
    This is where the target audience is from and the nature of their physical environment, the characteristics of their religion and local characteristics, and also how the climate may effect them.
  2. Demographic:
    This is the target audiences, age, gender, ethnicity, income, occupation and education. Also, the number of people in their household, whether they are single or not.
  3. Psychographic
    This is about the persons personality (Extrovert/introvert, and characteristics), lifestyle, interests and hobbies, and their attitudes.
  4. Behaviour
    How the target audience responds in a group or family situation, whether they have any loyalties to a group, and how they respond to various scenarios.
  5. Product related
    This is how the person may identify, engage with a product or how the product could become a totem or a motif.
  6. Motivations
    This point brings up the argument that target audience can only exist in theory, this is because people are each motivated by different things, and this can’t be applied to a group of people as a whole. However a person could be motivated by events involving that person.

In response to this presentation we created our own persona for the company that we were are developing.

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