Once you’ve defined your audience, who the person you seek to impact via your brand story, your product and/or service, is, it helps to pay attention to the group the individual is part of. After all, we humans are social animals.
How does the group influence the buying decision behavior of the individual?
What are the accepted norms within the group?
What is “proper” behavior which others within the group reward in what kind of way?
What is the meaning that individuals find within the group?
What gives them a sense of connection?
Analyse the terrain, the habitat of the individual, when it comes to being part of a group. It might give you insights into important dynamics when it comes to choosing or not choosing your brand.