Quick Tip: Don’t Forget Buyer Personas

There are a lot of moving parts to keep track of when creating a new brand identity.

Throughout the six steps, you need to be thinking about how your brand does—and will—appear to internal stakeholders, prospective customers, current customers, the financial markets, industry analysts and more.

You have to create messaging, imagery, strategies, campaigns and specific content plans. (See 8 Elements Every Brand Concept Should Include.)

Along the way, you will undoubtedly talk about who your target audiences are, but it can be tempting to skip over the formality of actually writing out customer personas. Doing so, however, is a mistake.

Formalizing your buyer personas—detailed hypothetical descriptions of your best customers, representing each different group you are targeting—will ensure that you focus your strategies and marketing content on the specific pain points, goals, and objectives that speak to those customers.

Our advice: Take the time to create formal customer personas that can be referenced by both in-house staff and agency partners to generate targeted inbound marketing content. You’ll find more information about the benefits, plus a chart for outlining a basic persona, in Branding Mistake: Failing to Map Out Customer Personas.