Think about your current customer base. What do your customers love about your product? What have they complained about? Make a list of needs your product has fulfilled, and also include a list of needs your customers have but that your product has not always satisfied. Next, consider your competitors’ target audiences. How does a competitor’s audience differ from your audience? What can you do to reach them? One thing to note, however, is that you may not want to go for the same audience as your competitors. You might lose your loyal customers in your niche. It’s good to weigh your options. List every single benefit of your product and then next to each benefit, write down the type of people who need those benefits in their lives.

Consumers often use emotions to make purchasing decisions, not logic. Eye-tracking studies have shown that consumers read an average of seven words while shopping, and they use color, shape and familiarity to influence their purchasing decisions. When you are deciding what to name your product or how to design your packaging, you need to consider how you will reach consumers on an emotional level if you want your product to sell. So, how do you connect emotionally with an audience? First, you need to know how your product works and how it’ll benefit the needs of others. Second, it is vital that you understand your target audience and the things that make them tick. Follow these steps to figure out your audience, and how to build a connection they won’t forget:

Customers don’t take a lot of time to purchase a brand. In fact, the average consumer spends 13 seconds purchasing a brand in-store, and 19 seconds or less purchasing online. That means customers go more with brands that are familiar, or they act out of habit. They don’t spend too much time making a purchasing decision. First impressions happen even faster. Psychologists found that we form first impressions from a stranger’s face in a tenth of a second. Humans are quick to judge, whether it’s judging a facial expression or the attractiveness of a product. This means your brand needs to make a quick and powerful impact on potential customers. Your name and packaging design need to stop consumers in their tracks and draw their eyes to your product. It sounds like a difficult task, but it’s not so bad if you know how to speak to your target audience.