How to define your brand's audience, Aaron Chatterley, Co-Founder of indu & Feelunique

Defining your target audience is key when building your brand as it’s so important to know who you’re selling your products or services to. 

In this episode, I hear from Aaron Chatterley, co-founder of teen beauty brand indu and beauty retailer Feelunique. Having co-founded Feelunique in 2005, Aaron and his team grew the business which was acquired by Sephora for £132 million in 2021. Since then, Aaron has co-founded indu to create beauty and skincare products tailored specifically to teenage skin. 

Aaron shares his advice on how to identify your target audience and how to build strong customer relationships with them. 

Aaron's advice: 

• Be aware of all the different audiences out there
• Depending on your product, attracting a younger audience early means you build a relationship sooner
• Look for a gap in the market
• Be confident in your authenticity
• It is worth spending money on doing thorough research: when you have defined your target audience, work with a cohort of these people and interrogate them exhaustively
• Be clear about who exactly your target audience is
• It is easier for the retailer - and better for the investor too - to have an absolutely clear target audience
• Your primary concerns are the excellence of your product (which means it will be bought a second time) and your authenticity

FF&M enables you to own your own PR. Recorded, edited & published by Juliet Fallowfield, 2023 MD & Founder of PR & Communications consultancy for startups Fallow, Field & Mason.  Email us at [e-mail] or DM us on instagram @fallowfieldmason. 

Let us know how your start up journey is going or if you have any questions you would like us to discuss in future episodes. 

FF&M recommends: 

• LastPass the password-keeping site that syncs between devices.
• Google Workspace is brilliant for small businesses
• Buzzsprout podcast 'how to' & hosting directory
• Canva has proved invaluable for creating all the social media assets and audio bites.

MUSIC CREDIT Funk Game Loop by Kevin MacLeod.  Link &  Licence

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