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Why brand personas elevate your market branding 

Michelle Robinson

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Why brand personas elevate your market branding 

Brand personas are a key part of your market branding. Without them, it’s hard to know whether your messaging is really hitting home with your target market. What if you knew exactly where to reach your ideal clients and send them to your website? What if you knew exactly what to write in your blogs, ads, and social media posts? Knowing your brand personas makes this possible and helps you ensure that you make the most of every £ of your marketing spend. 

What is market branding

Market branding is all about giving your business, product, or service an identity that will both resonate with customers and express what it is you stand for. 

Creating brand personas is a hugely important part of the process. Once you know who you’re speaking to and why your business can help them specifically, it unlocks the door to creating a connection (and driving those all-important sales). 

What is a persona?

A persona is a fictional character that represents the characteristics and lifestyle of a group of customers. When creating a brand persona, you may look at things like:

  • Age
  • Gender
  • Career
  • Family
  • Goals-what do they want to achieve? 
  • What are their challenges and pain points?-and how can your business solve them? 
  • How do they prefer to be communicated with? 

It’s not enough to just say ‘Liz has a husband, three children, and a dog.’ You need to delve deeper so you know that your marketing efforts have a better chance of hitting the spot. 

As marketing strategist/genius Ardath Albee says “ A marketing persona is a composite sketch of a key segment of your audience.”

Your brand persona is not a specific person, it’s a representation of the people in a particular segment of your audience. 

Why it’s also worth thinking about who’s not your target customer

As part of your market branding, it may also be worth thinking about who isn’t your target customer. That’s not to say that these people will never buy your product or service, they just shouldn’t be the main focus of your marketing efforts. For example, this may be customers who just don’t have the budget for your product or service.

RDP can help you unearth your ideal customers 

Creating brand personas helps you understand how your different customer groups think and speak, and how best to engage with them. From there, we can tailor your marketing campaigns to target those personas and make communications feel so much more personal and meaningful. 

Need help unearthing your ideal customers? Our persona workshops may be just what you need to get your marketing on track. We work with the stakeholders within a business who know their customers to identify personas and build their profiles. 

We segment your market then create a persona until you have 4-5 different customer personas you can target with your marketing efforts. 

Are you ready to elevate your marketing?

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