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Who the brand is really for

Start here: who the brand is really for

Why the audience decides everything downstream

ICP, segment, target audience, persona

Stated audience versus actual audience

Building the ICP from evidence

Evidence tiers for segmentation

The audience dimensions, and jobs-to-be-done

From a broad segment to a usable ICP

The workflow, end to end

Worked example: the Kestrel Movement read

Check: is it an ICP?

Check: the stated-actual gap

Going deeper and doing the work

Expert depth: the stated-versus-actual gap and coherence

Expert depth: jobs-to-be-done without the overcomplication

Practice: build and critique an ICP from mixed evidence

Where this goes next, and how to go deeper

Check: strongest evidence

Check: why the trigger matters

Check: invented psychographics

Build an evidence-backed ideal customer profile that names who converts and stays, separate it from who the brand says it serves, and turn the gap into positioning, message, channel, and offer moves. Built on the Branding5 method.

Audience Research and Ideal Customer Profile Development

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