So you went through our blog on customer personas (thank us later!), and created personas for your brand. Surely, there must be a few questions cropping up in your mind. We’re answering two of these in this blog.
How does one identify which personas to reject?
While target customer personas help brands to keep their communication aligned with their audience, and it is tempting to try and convert everybody into being your customer, it is equally important to understand negative personas, i.e. personas that do not represent your target audience. Let’s understand this with a few examples.
Example 1: You are a quirky designs t-shirt brand that operates mainly in Tier 1 cities. While one may argue that most personas wear t-shirts regularly, you might want to specifically consider design sensibilities while shortlisting the TGs.
Example 2: You are a premium wall art brand looking to get started online. If you find a persona who is invested in their home decor, do also consider their willingness and ability to pay while shortlisting the TG.
What changes with my TG?
Everything. We’ll say that twice. And louder. EVERYTHING. Ok but more specifically, we could break it down into a few points:
1. Brand positioning: The idea behind brand positioning is to set your brand apart in the minds of customers. It goes without saying that who you aim to reach with your brand should be a critical factor in deciding your brand positioning.
2. Communications strategy: Imagine using GenZ lingo to sell a pain relief oil to a 60-year-old - you’ll get canceled, or worse, ignored! Knowing who you’re talking to, how they look like, and what their frustrations are is critical while creating content - be it something that goes on your packaging, website, or advertising.
3. Presence: This one is simple! Be where your target audience is. Whether it’s the geography or a certain sales or marketing channel, be present where your TG
4. Product: Last, but perhaps the most important, is product. Knowing customer pain points really helps with product development - be it before launching your brand or while launching a new category or product feature.
Clearly, identifying your target audience is extremely important, and striking the right chord with your customers could put you ahead of the curve in more ways than one. By the way, we love ourselves some consumer chats. It’s the #1 thing we do in most of our engagements. If you want us to take this up for you, you know where to reach us (Psst: we’re at meet@thebuildinc.com).
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