Brand Persona Examples (With Definition and How to Build One)
Updated September 30, 2022
Marketing entails identifying and advertising to a specific target audience to generate sales. Establishing your ideal customer by developing personas can assist you in determining what they care about and wish to receive. Understanding how to use personas in marketing can assist you in developing professional capabilities that you can apply to your marketing career. In this article, we review brand persona examples, discuss a brand persona, learn how to create one, and explore the benefits of having a brand persona.
What is a brand persona?
Many marketing teams create brand personas by focusing on customers who share the same values as a particular brand's mission and vision. Custom advertising campaigns that communicate the significance of specific company values can help brands portray such an image to consumers. Suppose a television network promotes its programming as family-friendly to attract viewers who share those values. Companies that identify their brand personas can use this information to craft their marketing campaigns and build more personal connections with their target audience. The company focuses on a marketing campaign based on a brand persona, not the customer.
When creating buyer personas, you develop fictional characters to represent specific market groups within your existing and potential consumer base. Creating a customer persona template that defines the many pieces of information you and your team can know about your target audience's customer personas is an excellent place to start. Once you've established a template, you may reuse it to improve market segmentation and identify new target personas as necessary. There are four types of audience personas:
Methodical persona: This persona makes slow, logical purchasing decisions, and it is often the most challenging persona to convert. They want to know exactly how your product or service may help them solve their issue.
Competitive persona: This type of persona looks for ways to gain an advantage over the competition. They are impatient and require convincing that you can solve their problem quickly.
Spontaneous persona: The spontaneous persona is looking for assurance that you can quickly provide them with what they require. If your product appears to be a good match for their requirements, they may buy it.
Humanistic persona: The humanistic persona is empathetic. They make slow and emotional purchasing decisions because they value and seek relationships to purchase their goods and services.
Related: How to Establish a Personal Brand
Brand persona examples
Using the scenario of a lawn care company that provides mowing and other landscaping services, the following are two brand persona examples:
(image of persona)
(philosophy quote, optional)
Name: Phoebe Adams
Location: Chicago, Illinois
Level of education: Bachelor's degree
Family situation: single
Job title: Sales Director
Keywords: Affluent, Brand loyal, Driven.
Phoebe Adams is a diligent worker. She is single, has a four-bedroom house, and rides a motorcycle. Phoebe, the company's single owner, prioritizes quality, brand reputation, and elegance above all else regarding product design. She values his time highly because she has to drive an hour each way to work. Phoebe recognizes the importance of outsourcing some of her domestic duties to others. She routinely buys high-end designer clothing, meal delivery services, and electrical gadgets. She is a stockholder and monitors the global economy.
She travels regularly and chooses her accommodations and flights depending on the time of convenience. Phoebe's father is an entrepreneur who follows other entrepreneurs on social media. She aspires to be a company president and have kids. With this client profile in mind, a lawn care provider can target their marketing efforts to showcase a multi-season package covering mowing, plowing, landscape upkeep, spring cleanup, and autumn leaf removal, among other services. The organization might emphasize their high-quality attention to detail and the customer's time-saving benefits because of their efforts.
(image of persona)
(philosophy quote, optional)
Name: Hellen James
Location: Denver, Colorado
Level of education: Master's degree
Family situation: Single
Job title: Communications manager
Keywords: independent and considerate
Hellen James is a seasoned airline communications manager who's able to earn her title after ten years of hard work and now works primarily from home. She lives alone in a two-bedroom townhouse with two rescue dogs. Hellen values value and quality over brand or popularity, frequently buying vintage furniture or thrifting. She enjoys doing household chores herself and owns a lawnmower.
Helen enjoys documentaries and historical biographies. She vacations abroad for two weeks and does not buy single-use products. She wants to keep her job and find a partner. To encourage them to purchase, you can target customers who work from home with special offers, such as a referral program or pay-per-visit lawn care services for vacations or emergencies. Hellen is the type of customer who can appreciate well-designed graphics and innovative marketing.
How to create a brand persona example
Steps to create a compelling brand persona include:
1. Carry out market research
Customer surveys, focus groups, observations, and interviews are just a few strategies that marketing teams can use to gather market information from their customers and prospects. For example, collecting customers' favourite coffee flavours and any other preferences they may have through a survey by a coffee company can help identify market requirements. Such research yields valuable insights that can develop effective marketing personas in the long run.
2. Complete an investigation
The next step in developing a compelling marketing persona is to conduct market research to identify the characteristics of core customers. For example, a diaper company may find that most customers are first-time parents between 20 and 40 years old. You can use the persona to illustrate the best marketing personas available to marketing teams based on the above characteristics.
3. Create personas
Create your personas by combining the relevant customer characteristics discovered during your research. Location, age, shopping habits, job, and interests are examples of features necessary to identify a customer. Marketing teams frequently create multiple personas with various characteristics to represent the diverse range of customers who purchase their products accurately. For example, a product may appeal primarily to young people in one region while primarily appealing to older people in another, prompting an organization to create two distinct personas for each location.
4. Create effective marketing campaigns
The next step is creating your brand persona and developing a marketing campaign tailoring to your ideal customers. For example, you may attempt to cast actors in video advertisements who accurately represent your marketing personas. You may also use specific target advertising through social media platforms to show advertisements to individuals who have characteristics similar to those of the personas.
5. Disseminate pertinent information
Marketing personas can also assist organizations in improving a variety of aspects of their operations by increasing their understanding of consumer expectations. For example, organizations can elect members of a board of directors on the basis of criteria that closely align with their brand personas rather than using arbitrary selection criteria. It can ensure that a company's actions are consistent with the activities of its target audience and that a company can relate to the consumer base that it is attempting to reach.
Benefits of creating a brand persona
The following are five advantages of developing a persona:
Learn everything you can about your target customer: Besides getting to know their customers better, detailed descriptions and personas can help businesses see things from their customers' perspectives. Having a clear understanding of a customer's point of view allows you to create unique and valuable content that speaks directly to that individual.
Pay close attention: Content catering to a specific audience is more potent than general content. Personas can assist you in creating even more compelling content that resonates with a particular customer base.
Create an in-depth profile of your ideal customer: Personas assist you in creating a perfect customer profile. Through a thorough examination of the customers who use your product or service and developing a personal relationship with them, you can gain a professional understanding of whom to target and how to accomplish this goal best.
Improve marketing skills: It helps tailor marketing strategies to reach specific audiences. Because certain marketing designs and advertisements may be more appealing to certain people than others, identifying these differences can save money, time, and energy in the future.
Converting leads to buyers: Consumers are more likely to purchase when your marketing message is relatable to the audience. Personas have the potential to generate high-quality leads that result in revenue.
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