This week we are going to look at the final part of phase one, Persona development and brand perception. These are the final stages of the discovery process.
Personas are an articulation of your target customers, a demographic and psycho-graphic mapping of would-be customers: who they are, how they operate, what they care about, and the problems they need solved.
This is a crucial element of brand strategy. If you don’t know who you’re talking to, your communication will get lost in the abyss or come off as tone-deaf—or both. (Shockingly, only 47% of respondents in the 2018 State of Branding Report said their strategy includes a deep understanding of personas.)
That said, crafting personas doesn’t mean only collecting demographic data. The goal is to gain a sense of what makes the people you’re trying to connect with tick.
To get this info, you’ll need to ask would-be customers a robust set of questions via in-person chats, emails, surveys, etc.
Approaching this exercise with empathy is crucial. Listen to what they need before you focus on what you want to say.
If you want to succeed as a brand, it’s important to be honest—even if it’s painful—about how people perceive your brand. (It’s like developing a plan to get out of credit card debt. Step one: Find out how much credit card debt you’re in.)
By conducting both an internal and external perception audit, you’ll start to notice similarities and discrepancies in perception. These insights will help you understand the gap between where you are (or have been) and where you want to be.
At this stage, you’ll distil and document your past, present, and future perceptions.
Phase one of our brand identity is now complete... we have discovered and collected all the information that we need to move on to phase two.
Next week we will be looking at your brand identity.
If you would like to discuss your company's brand strategy with one of our talented team, do not hesitate to get in touch.