Nmblr Edge Step 3: Who It's For?

To ensure your brand’s positioning is relevant and differentiated, you must clearly define who the brand is for (the 'conceptual target') - and this must be grounded in both emotional insight and observable characteristics of your target audience (patients and/or physicians).

Without clarity about your ‘conceptual’ target audience’s needs and aspirations, given their current attitudes/behaviours, your positioning risks being generic, misaligned, or ineffective. 

How to come up with ‘who it is for’ ideas

1. Select or generate relevant insights
   • If appropriate, reflect on the insights that have been developed, especially those that reveal emotional drivers and unmet needs. [Click on 'Manage Insights' button to review].
   • Select those emotional insights that are strong enough to influence behaviour and decision-making to serve as the stimulus for ‘who it is for’.
2. Brainstorm observable characteristics
   • Using the ‘add ideas’ button - for each emotional insight, list the observable characteristics that might be relevant for ‘who it is for’:
     • Demographics: Age, gender, location, income, education
     • Psychographics: Beliefs, attitudes, values, aspirations, lifestyle, and openness to innovation
     • Behavioural traits: Health-seeking behaviours, digital engagement, loyalty patterns, or decision-making style
     • Professional attributes (for physicians): Specialty, years in practice, patient population, openness to new therapies, influence within networks
3. Brainstorm target audience descriptions
   • Continue to use the ‘add ideas’ button to combine the emotional insight with the observable characteristics to draft clear, specific descriptions of potential target audiences.
4. For each insight, finalise the hypothesis around ‘who it is for’:
   • Describe the brand target and their motivation, i.e. For [observable characteristics] who want to [avoid or achieve something].

In summary:

Start with your insights - especially those revealing emotional drivers - then use observable characteristics to build rich, specific audience descriptions. Test these against your criteria to ensure they are real, relevant, and actionable, setting a strong foundation for breakthrough positioning.