What are brand and customer personas and why do I need them?
When you think about companies you love — ones that you are completely loyal to — what attributes do they share? Chances are high that one of them is that you know exactly what that company stands for and why they deserve your business.
- Creating a brand persona is the process that establishes your company’s personality — the one you want your customers to love and tell their friends about. Or, to put it another way, your brand is what people say about you when you aren’t in the room.
- Once you have established your company persona, you need to get the word out to customers. But, to be most effective, you can’t just broadcast a single message to the universe (a practice that’s been dubbed, “spray and pray”), because speaking to everyone means connecting with no one.
- Instead, today’s most influential and revered companies understand that you need to craft specific messages to different audiences.
- For example, a cross-over SUV manufacturer will have one ad playing during the Winter Games featuring skiers heading to the slopes, while another ad for the same car on the Golf Channel may feature safety and comfort features.
- It’s the same for your customers. It’s essential to identify your different customer and prospect segments, but even more powerful is creating personas for those segments.
- Developing customer personas allows us to “take a deep dive” to uncover who your existing customers are but more important, how to find more customers like them.
The Company Avatar or your Brand Persona
Based on our Discovery, we create a company “avatar,” a personification of your company. This avatar is a quick reference for marketing, sales, and frontline staff. The company avatar has a personality — it’s classy or sophisticated, tweets or doesn’t, uses big, bold statements or is succinct and to the point. You use your company brand to build trust with your customers. You are letting them know who you are, who you aren’t. and — most importantly — what they can expect from you.
When you can envision speaking to an actual person, it adds energy and cohesiveness to your messaging and campaigns.
Just like real life conversations your language, tone and voice need to align with the person you are talking to whenever you create and publish content. It sounds daunting to create content looking through the filters of customer personas, but it is actually easier and more effective than the scattered approach many companies currently employ.
Clearly defined customer personas help you prioritize and build marketing campaigns, measure their success and adjust accordingly. This means better, more effective creative for your marketing dollar.
“The more advocates you have, the fewer ads you have to buy.”
Dharmesh Shah, CTO and Co-founder of HubSpot
Understanding your customers allows you to create content that is relevant, genuine and adds value. When your customers are engaged and delighted they become your walking brand ambassadors and sales people. The cost per acquisition of every referral they give you is built into your production costs and should be valued for the ROI that it provides.
6 Steps to Creating a Company Culture that Aligns with Your Goals
When a company doesn’t have a defined culture that is shared with employees and buyers alike, one danger is that the strongest personalities in the company define what the culture is and more often than not it’s not a positive one. Rather, the culture is one of confusion and chaos that gets in the way of efficiencies, brand and customer experience.
Multiple Channels, One Brand Voice
Your current and potential customers interact with your brand on a daily basis. They do this through advertisements, social media, blog posts, emails, videos, and website content—among other things. With so many varied communication channels, it’s not enough to create compelling content and publish regularly. You also need to make sure that you have a consistent brand voice.