If you wanted to approach a branding concept or project without knowing much about the subject, using a generic stadium or team, you would need to rely heavily on your research. It isn’t so much about the demographic information, about the average age or typical income of the consumer. What you really want to rely on are the psychographics of the consumer. You want to look at what they like and what they dislike.
For example, are they into extreme sports? Are they into mountain climbing or that sort of activity? What you’re trying to find are certain psychological attributes that speak towards a particular brand characteristic. Once you find that brand characteristic, or any of the psychological attributes that the consumers value in their lives outside of sports, the next step would be trying to represent that value to your given sports team.
For example, if we look at the Miami Heat NBA team, Miami has a strong Hispanic base of population, which represents a huge amount of their consumers. Knowing this, and knowing that they value their Hispanic heritage, the team will sometimes wear different, Hispanic-themed jerseys. This is a way to not only market something on the court but to also market something that the consumers will really value.
It all ties in with researching the psychographics of your consumer. It’s about taking certain characteristics that you discover over the course of that research and implementing them into what the team stands for and what the team represents. However, it’s important to keep in mind that psychographics isn’t the same as demographics.
Demographics are typically relatively black and white categories. For example, some demographic characteristics could be income, gender, or race. These are things that are pretty straightforward and objective. Psychographics, on the other hand, try to take into consideration the psychological makeup of a given consumer, as well as their attitudes in terms of what they like and dislike, and potentially even things like what colors they prefer. Instead of just their basic backgrounds, psychographic consider the particular likes and preferences of their consumers, which have to do more with their mindset.
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