Before you can begin formulating brand strategy, you have to ask the question “who uses the brand?” In fact, this is not a single question, but many questions. Is it men, women, or both? Are they younger or older, richer or poorer? What media (traditional and digital) do they consume? What other brands do they use? Where do they shop? How do they feel about themselves? What are their interests and pleasures? The list goes on because the better you understand them, the better your chances of being able to satisfy their needs.

There is virtually no end to this list of questions and the better you are able to describe the people you are targeting, the better your chance of building a brand in their minds that is both salient and relevant to their needs – one that is more credible than the others are.

A clear definition of the target market is the essential basis on which to build winning brand strategy

This is where Brand Atlas is useful. Brand Atlas users are able to specify all the segment profiles they are interested in. For example ‘young black women with tertiary education and small children’ or ‘males over the age of 35’, or ‘people who shop at MRP for clothes for kids’ or tens of thousands of others segments they might want to define.

Users are able to describe or profile each specified segment against these measures:

  • Demographics (including life stage)
  • Psychographics
  • Vices
  • Loyalty programmes
  • Mediagraphics
  • Online and digital (websites, transactions, shopping, social media)
  • Money (insurance, investment, banking)
  • Retail store usage
  • FMCG brand usage
  • Automotive (marques, filling stations, fitment centres)
  • Other miscellaneous topics

Please visit our website ( or contact Megan ( or 072 060 5241) to find out more about Brand Atlas.