What’s a brand persona I hear you ask? It’s a literal depiction of your brand as a person. Listing all their characteristics such as likes and dislikes, motivations, age, location and even their social media habits.
When we delve deep into who are target audience and consumers are and what drives them we can develop targeted and highly effective marketing campaigns.
Once you have undertaken a brand discovery and have a clear and concise understanding of your brand you are ready to establish your brand persona’s. You may have 2-3 but make them specific.
Start by brainstorming. Identify specific attributes for your personas. How old are they? What’s their background? What kind of hobbies do they have? Are they confident and outgoing or shy? What makes them happy or sad? What foods do they love and where do they shop? The more of a detailed picture you can create the better your persona will become.
Really think about their lives. Are they caregivers, parents, married or single? Where do they work and in what industry? Do they travel a lot? Are they wealthy and indulgent or do they watch what they spend? Are they tech savvy? Do they spend much time on social media, which apps do they spend the most time on? Once you feel you have a really good grasp on their traits, give them a name and a photo so they feel real to you.
Building a strong brand persona will take some time but the results will be really valuable. Knowing your customers intimately will give you the edge you need to establish valuable and meaningful connections. Knowing where they hang out and what they enjoy doing helps you decide where to promote your services and how best to communicate with them.
Each time you create a new product/service or come up with a new promotion, refer back to your persona. Will it resonate with them? Will they pay attention? Are you giving them what they want and need? If the answer is yes, you’re on the right track to connect with your audience.
Do you have brand persona’s for your customer base? I would love to learn about who your targeting.