Topic: Branding

How Do I Create A Brand Persona?

Posted by broadhurst.jason on 125 Points
Hello experts,

I'm looking to create brand personas for a couple of established brands.

I wanted to reach out for any guidance, best practices, methods, resources, books that may help guide me along.

Any suggestions are welcome!


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  • Posted by Jay Hamilton-Roth on Accepted
    What product/service niche are you targeting?
    Who specifically are likely to purchase?
    How does your brand persona project fit into your larger marketing strategy?
  • Posted by Gary Bloomer on Accepted
  • Posted by Peter (henna gaijin) on Member
    I generally start by interviewing the sales team. Find out who they talk to during the sales process. Who are the deciders and who provide input on the decision. What are all of their needs/pain points, goals, etc.
  • Posted by mgoodman on Moderator
    You start by identifying your most important target audiences and learning as much about them as you can. You want your brand to become the perfect solution to their most pressing problem, and the tone/personality of the brand to be especially appropriate for them.
  • Posted by broadhurst.jason on Author
    Thanks for the answers.

    Jay, I'm working with a group of companies in the lighting manufacturing space. Each serves a niche - for example, one manufacturers outdoor area lighting - typically for cities, or commercial environments, so really marketing to engineers, landscape architects, or even city officials. Another does decorative indoor stuff, for offices, hospitality environments etc., so marketing to lighting designers, interior designers, architects.

    It's a crowded market space with lots of companies overlapping in product offering. This really drives my desire to uniquely brand them.

  • Posted by mgoodman on Moderator
    With multiple target audiences, each with its own needs, it's going to be all but impossible to come up with a single brand personality/persona. The thing they have in common is *light* at the core of the benefit customers can expect.

    Perhaps you can reverse engineer a brand persona by using a familiar phrase -- like "bright ideas" -- and building a persona around that. Not a perfect solution, I know, but maybe a short-cut to address your challenge.
  • Posted by Jay Hamilton-Roth on Member
    Are you looking to create personas for each company separately or a combined one for the group?
  • Posted by broadhurst.jason on Author
    Jay, Michael,

    I'm looking to create unique personas for each of the individual brands, not one persona across multiple brands, which I agree would be impossible.

    Each brand / company is very niche and unique.

  • Posted by mgoodman on Accepted
    So for each brand, identify the perfect target audience (as specifically as possible) and the unique benefit each would realize when they engage with the brand. We will start with that and begin to develop a unique persona for each one.

    Note: It could also be helpful to see what competitors are doing and how they position themselves. Maybe we can identify some gaps that can be exploited. Perhaps review trade publications and/or competitors' websites.

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