WHO // Pure Story System 3a // Audience Design // The Consumer
Using a combination of research*, expertise and ideation we map the touch points of how your audience (potential investors / customers / users / fans as necessary) will come into contact with the brand universe (as defined in the previous phases).
We start by taking the character sketch created in the hero’s journey and begin to really flesh it out. Who is the star of your story? (Clue, it’s not you) What are their needs, their beliefs and aspirations? What are the larger social drivers that motivate them? We get to really know the key players in your narrative and in so doing precisely what we need to do to reach, activate and engage them.
By looking not only at who they are and what motivates them but also where they are and what media they like to consume, we can plot a very precise engagement map whereby we define on exactly what channels and platforms your audience can be found, what they care about and what they need to hear to make them actively part of your story.
We are then left in a perfect position to start generating story arcs and content paths to be released via these relevant channels.