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17 or younger

18-20
21-29
30-39
40-49
50-59
60-64
65 or older
Male
Female
Both
International
Specific area of the world (Asia-Pacific, SE Asia, Western Europe, etc)
Template: SMU101 Intro to Branding – Session 8
Building a Brand Audience Profile
Use this template to guide you through various considerations for developing your brand’s audience profile,
including identifying the characteristics of the tribes that make up your overall audience.
How old is your target audience? (Check all that apply)
What gender is your target audience?
What is your target audience located? (Check all that apply)
Local
State / County
Regional
National
Less than high school degree
High school degree or equivalent (e.g., GED)
Some college but no degree
Associate degree
Bachelor degree
Graduate degree
Employed, working 1-39 hours per week
Employed, working 40 or more hours per week
Not employed, looking for work
Not employed, NOT looking for work
Retired
Disabled, not able to work
Less than $20,000
$20,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
Married
Separated
Widowed
Divorced
Never married
Yes, they do
Which of the following categories best describes your target audience's
employment status? (Check all that apply)
What is the highest level of school your target audience has completed or
the highest degree they have received? (Check all that apply)
What is your target audience's yearly household income? (Check all that apply)
Is your target audience currently married, widowed, divorced, separated,
or never married? (Check all that apply)
Does your target audience have children, or not?
No, they do not
They may or may not
Urban
Suburban
Rural / in the country
Remote /isolated village
Owned or being by them or someone in their household
Rented
Occupied without payment of cash rent
What kind of property does your target audience live in? (Check all that apply)
What kind of setting best describes where your target audience lives? (Check all that apply)
Foreign travel
Is your target audience's living quarters owned by them or someone
in their household, or rented? (Check all that apply)
a single family house
a two family house
an apartment
a mobile home
on a farm
dormatory
house of multiple occupation where there are no family connections
What are your target audience's hobies, interests or passtimes? (Check all that apply)
Bicycling/running
Camping
Dieting
Crafts
Gourmet/fine food
Coin/stamp collecting
Fashion clothing
Bible/devotional reading
Physical fitness/exercise
Stereo/records and tapes
.
Sweepstakes
Sewing
Needlework/knitting
Note:

You can create sub-categories for many of these. For instance, if your
audience plays sports, what kinds of sports? If they like music, what
kinds of music? If they like fashion, what kind of fashion? The more you
drill this down - the more precise you can be
accurate prpfiles for your audience and its constituent tribes.
Wildlife/environment issues
Self improvement
Compact discs
Watching sports on TV
Charities/volunteer work
Do-it-Yourself/workshop
Recreational vehicles
Health foods/vitamins
Money making opportunities
Video cassette recordings
Book reading
Art/antiques
Outdoor gardening
Use this template to guide you through various considerations for developing your brand’s audience profile,
including identifying the characteristics of the tribes that make up your overall audience.
How old is your target audience? (Check all that apply)
What gender is your target audience?
What is your target audience located? (Check all that apply)
Note:

If you answer Regional, National, Specific Area and International,
you will need to consider how you will adapt your story. For instance, if
your audience is in Westrn Europe, you will have to adapt your story
differently for the UK, France, Germany, Itay, etc. You can tell the same
story the same way in every country. Every variable requires a new
audience profle or sub-profile.
Which of the following categories best describes your target audience's
employment status? (Check all that apply)
What is the highest level of school your target audience has completed or
the highest degree they have received? (Check all that apply)
What is your target audience's yearly household income? (Check all that apply)
Is your target audience currently married, widowed, divorced, separated,
or never married? (Check all that apply)
Does your target audience have children, or not?
What kind of property does your target audience live in? (Check all that apply)
What kind of setting best describes where your target audience lives? (Check all that apply)
Is your target audience's living quarters owned by them or someone
in their household, or rented? (Check all that apply)
What are your target audience's hobies, interests or passtimes? (Check all that apply)
.
categories for many of these. For instance, if your
audience plays sports, what kinds of sports? If they like music, what
kinds of music? If they like fashion, what kind of fashion? The more you
the more precise you can be - will help you in creating
accurate prpfiles for your audience and its constituent tribes.
International,
you will need to consider how you will adapt your story. For instance, if
your audience is in Westrn Europe, you will have to adapt your story
differently for the UK, France, Germany, Itay, etc. You can tell the same
story the same way in every country. Every variable requires a new