When it comes to running a small business, establishing strong customers relationships is key to long-term success. A brand persona can help you do just that. Learn what a brand persona is and how you can create one for your business with this simple guide.
What is a brand persona?
A brand persona reflects key characteristics of the people you’re aiming to reach. You can think of it as a sketch of your ideal customer, based on their demographics, buying habits, personality traits, and interests. This persona allows you to communicate in a way that is more authentic and more relatable to your customers.
How to create a brand persona
- Know your data: The foundation of your brand persona should ideally be based on real-life data. If your business is using social media, you’ll probably already have quite a bit of useful information at your fingertips with it analytics. The analytics integrations on platforms such as Instagram, Facebook, Twitter, and Google Analytics offer detailed information on age brackets, location, gender, interests, and devices used by your audience. Deciphering this information can help you outlining your core demographic.
- Know your competitors: It goes without saying that you want your small business to stand out from the crowd. Ironically, one of the best ways to get there is by keeping a close eye on the competition and what they’re up to. Identifying what they do well and where they are lacking can help you figure out how you can do it better.
- Know what you’re offering: A brand persona should help you pin down how your customers are benefiting from your offering. So, keep in mind that you’re not only selling a product or service, but also the value it adds to people’s lives. When creating your brand persona, envision how your business impacts their everyday life.
- Know your voice: Once you’ve established your brand persona, it’s time to introduce it to consumers. A natural way to do this is by creating engaging content on your online platforms and sharing it with your followers. Here, it’s important to use a consistent tone of voice that your target market can identify with. This will make your audience feel more comfortable interacting with you on a daily basis. Your persona and tone of voice will inform the kind of content you should create, including its formats and the best platforms to share it on for maximum engagement.