Clarele Mortimer discusses how building and sustaining the right audience can enhance all aspects of your brand’s overall performance. By knowing who your audience is, what they want, and how to reach them, you’re giving your brand the best chance for success.

1. ATTRACT THE
RIGHT AUDIENCE
FOR YOUR BRAND
How To
Clarele Mortimer

2. Cultivating an engaged audience is key to
the success of any brand. Once your brand’s
mission and values are well-established, the
next step is finding the right audience and
integrating your brand into their lives.

3. 1. IDENTIFY YOUR
AUDIENCE
When building your brand, it’s
easy to think, “I want
everyone to be my audience.”
However, narrowing your
focus to people in a certain
age group, geographic area
or niche can benefit your
brand in the long run.

4. 2. KNOW
WHAT YOUR
AUDIENCE
WANTS
One strategy for
knowing your audience
is to create “customer
personas.” These are
fake people who
represent the real
audience members
you’re trying to
engage.
By putting a name and face to your audience, it is easier to create
relevant content. Knowing your audience can be a complicated process,
but understanding their motivations is crucial for successful branding.
Example persona: Millennial Megan, a 26-year-old
administrative assistant with a dog and no children.
She is a newlywed from Brooklyn, New York, who
values healthy lifestyles and eco-friendly companies.

5. 3. MAKE YOUR
BRAND
ACCESSIBLE
If your brand’s target
audience is 18-year-
olds, you probably
won’t want to use local
newspaper ads to reach
the largest number of
relevant people.
Similarly, Twitter isn’t
your best option for
reaching an audience of
Baby Boomers.

6. 4. KEEP YOUR
AUDIENCE
ENGAGED
Once you have a loyal
following, you will want
to nurture that
community. Two-way
communication is the best
way for an audience to
feel engaged with a
brand. This means you are
actively connecting with
your audience on a human
level. Social media is
great for this kind of
communication.
It is okay for 20% of your content to
be self-serving for your brand, but
the remaining 80% of your content
should add value to your audience’s
lives through education,
entertainment, etc.

7. THANK YOU!
For the full blog on this topic,
please visit:
c l a r e l e m o r t i m e r . n e t / b l o g s
Building and sustaining the right audience can enhance all
aspects of your brand’s overall performance. By knowing who
your audience is, what they want, and how to reach them,
you’re giving your brand the best chance for success.