How-to: Create a Small Business Brand Persona (And Why You Want To)
Create your brand persona in 3 straightforward steps with this brand persona guide!
When it comes to marketing, there is a saying that states your brand is said to be your (small business) reputation - but it is so much more than that! It is the colors used in content, the voice and tone created - heck, even the fonts typically align to your business all create your business brand.
If that’s all part of a brand...then what is a brand persona? Well, a brand persona is essentially the ideal target audience your small business exists to service. Or to say it another way - your brand persona is a general personification of the best customer to use your product or service.
A brand persona includes demographics, interests and other background details about your target customer.
Creating brand personas helps you tailor content to the specific interests, needs and behaviors of your business' audience group(s)
So how do you create a brand persona? Follow the 3 steps in this brand persona guide to create your business brand persona.
Step 1: Review the data
First, you’ll want to dig into your business data and analytics for current and potential customers. Some sources you will want to reference are: Google Analytics, social media platforms such as Facebook, Instagram, Pinterest or Twitter. Plus, customer or sales analytics from within your sales system.
Some data points you should be able to track during this process are the gender and age range of your target audience, location, the device they use to engage with your business website or on social media, and their lifestyle interests.
Step 2: Make note of trends
While you’re digging into the analytics of your business - be sure to note any trends or overlap within the data. Maybe your audience is highly saturated in one geographic location, or perhaps your current and potential customers are predominantly female, or maybe even there is a consistent lifestyle theme across the data.
If you start to see a pattern, it’s time to flag that so you can really start to know your audience - and better market to them by considering their interests and preferences.
Step 3: Create your brand persona
Once you have reviewed your business data to identify trends, you have the audience research you need to create your brand persona!
Use this Brand Persona Workbook to compile your findings from Step 1 and 2. This will help you track all of those customer patterns in one place.
If there are consistencies across varying demographics for your business, you can use the brand persona guide to create a brand persona for each of those customer types - you could have 3 or more depending on your business type.
I always like to start by giving the persona a name based on the demographics data, and then I build on the workbook from there with information on interests, location, and other lifestyle choices from the brand’s target audience.
The best part about this process is it is customized to your business - and most importantly, you’re learning more about your potential and current customers.
The more you know your current and potential customers, the better you can market to them. By creating your brand persona, you will be able to identify your customer and create more effective marketing strategies that resonate with your target audience.