Brand Personas

What’s a Brand?

Brand is Name Logo Image Identity

Recognize these?

What is Apple selling here?

They’re selling an Experience

They’re selling relationships!

They’re selling a GREAT product

Making people want what other people have!

The Digital Age

Customer controls your brand!

Got to grab

customer Attention!

Need to engage!

Problem?

You don’t know your customer!

Need Help

Enter Personas

Personas are representatio

ns of your target

customers

How do they

FOCUS!!

Differentiate

Answer THEIR

Questions

Guide your marketing team

Make it actionable

Creating Personas

Assign a photo FIRST!

Assign

Personal Traits

AgeEmploymentNationalityEducationLifestyleHobbiesAffiliations…

.

User goals

Why What How

Sources

• All images courtesy of Corbis• Brand personas by Steve Murdoch