When branding for purpose-driven organizations, knowing your audience isn’t just a nice-to-have, it’s a strategic imperative. Whether you’re a nonprofit or a sustainability-oriented business, understanding the people you serve is essential for shaping your brand, guiding your marketing efforts and maximizing your impact.
In this post, we'll delve into the why and how of audience mapping and segmentation, exploring why it's crucial for purpose-led businesses, and sharing actionable strategies for getting it right.
Why you should clarify and prioritize your stakeholders
Imagine setting sail on a journey without a map- you might end up lost at sea, adrift without direction. Similarly, understanding your audience provides a roadmap for your branding and communication.
Socially conscious organizations often cater to diverse audiences with varying needs and motivations. Audience segmentation allows you to tell stories tailored to resonate with that segment.
Targeted communications, when deployed correctly, can help your brand amplify your impact, effectively raise funds and make meaningful change.
Before you start, identify your audiences. Who are your stakeholders? Who do you serve? Who do you want to inspire? These are some of the first questions I ask my clients.
Begin by identifying all possible stakeholders who may have a vested interest in your organization. Cast a wide net to create a long, unfiltered list of possible audiences. This may includes employees, donors, partners, beneficiaries, communities and consumers.
You want to be specific when list your audiences. For instance, rather than listing ‘researchers’, dig deeper. Do you mean researchers working with thinks tanks or non profits? Do you mean academic researchers?
Plot your list of audiences on a 2-dimensional matrix such as the one below, which accounts for both impact and revenue.
As you plot your audiences, you will get a clear picture of your stakeholders ecosystem, and the role they play in your organization. You may discover untapped audiences who may be help you reach your Impact or Revenue targets. Inversely, you may find that some of the audiences you previously focussed on may not help you fulfill your goals.
At the end of this exercise, you should have a cluster of audience segments in the upper right quadrant, who have a positive influence on your Impact and Revenue.
In the realm of purpose-led businesses, understanding your audience isn't just about demographics – it's about empathy, insight, and connection. By mapping and prioritizing your audience segments, you can tailor your messaging, optimize your resources, and amplify your impact in a meaningful way. So, roll up your sleeves, embark on this journey of discovery, and watch as your purpose-led business flourishes with the support of an engaged and empowered audience.