Understand the basic needs of the target group and position them successfully

In order to succeed in the competitive environment, it is crucial not only to know the target audience, but also to understand their emotional needs. Companies that are sensitive to these underlying emotions and psychological needs can communicate much more effectively and position their brand successfully. In this guide, you will learn about the different basic needs of your target audience and how you can use this knowledge for brand building.

Main Insights

To evoke emotions and engage the target audience, you must be familiar with the four fundamental groups of needs according to Abraham Maslow: Security, Community, Freedom, and Self-Realization. These needs influence consumer behavior and brand loyalty. Additionally, the three main categories by Hans Georg Häusel – Dominance, Stimulation, and Balance – are essential for understanding the different prototypes of target audiences.

Step-by-step Guide

1. Analyzing Basic Needs

Start by analyzing the four basic need groups according to Maslow: Security, Community, Freedom, and Self-Realization. Consider which of these needs are most relevant to your target audience. For example, security can play a central role in industries like insurance or the automotive sector.

2. Identifying Emotions

Emotional marketing taps into deeper feelings. Identify the emotions associated with the needs of your target audience. Users often seek answers to questions like: "How can my product provide security?" or "How does it help me realize myself?"

3. Determining Target Audience Types

Utilize the categorization by Hans Georg Häusel and determine which prototype your target audience belongs to. The prototypes are:

• The Harmonizer
• The Creative
• The Performer
• The Preserver

Consider which type best fits your target audience and how you can adapt your message accordingly.

4. Developing Brand Positioning

Develop your brand message based on the needs and emotions of your target audience. Your positioning should clearly communicate how your brand can support the fulfillment of these needs. An example could be an automotive brand focusing on safety and stability, similar to Volvo.

5. Integrating Storytelling

Incorporate storytelling into your communication strategy. Emotional stories that address the basic needs of your target audience can create a deeper connection with the brand. Consider how you can use the story of your company or product to emotionally reach your target audience.

6. Addressing Psychological Needs

Use psychological incentives in your advertising. Show how the product improves everyday situations or provides security and comfort. Advertising campaigns that rely on emotional experiences can significantly influence consumer decision-making.

7. Conducting Market Research

Analyze the results of your marketing activities to learn more about the behavior of your target audience. Refine your understanding of the needs and adjust your strategies accordingly. Utilize methods such as surveys, interviews, or online analysis to gain deeper insights.

8. Monitoring Success

Finally, monitoring success is crucial. Regularly assess whether your marketing efforts evoke the desired emotions and address the basic needs of your target audience. Adjust your strategy based on the insights you gain.

Summary

Effectively positioning your brand requires a deep understanding of the basic needs of your target audience. Utilize insights about emotions and psychological needs to shape your marketing strategy and successfully engage your target audience.