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Marketing Persona in Action

| Leo J. Bogee

When developing a persona for a brand, it is always important to understand exactly what type of people that brand is being marketed to. A large number of factors go into understanding a target audience, including the age, the demographic, the pain points of those individuals, how your company can help achieve a specific goal or address a problem, the common objections of that target audience and more. Additionally, the message of both the target audience and the company's message go into successfully creating a persona for a brand, which all goes a long way towards the success of the product and of the company as a whole.



When understanding whom you are marketing towards, you need to consider a number of important factors about those people. You need to be able to identify your persona's primary and secondary goals, as well as the primary and secondary challenges to its success. Only then are you able to find out how you can help solve your persona's challenges and how you can help your persona achieve those goals.


Additionally, you will need to develop basic details about the persona's role and learn key information about the persona's company. Relevant information also includes background data like education or hobbies. When analyzing demographics, consider key pieces of information like gender, age range, household income, urbanicity and more. Identifiers like buzzwords and mannerisms are also helpful when plotting a successful strategy.



You will need to develop a marketing message, which is to say that you need to decide exactly how you would describe your solution to your persona. Focus on how your solution helps both to solve challenges and achieve personal goals. Once you've developed your message, you can also make the act of describing as simple and as consistent as possible across everyone in your company. Distilling your messaging down to its most basic essentials is an element known as the Branding Message.  Some notable Brand Messages would be Wells Fargo's “Together we’ll go far”, Ford's “Go Further  and Levi’s®  “ We are all workers”.



Other key components of developing a marketing persona include real quotes. Real quotes taken during your interviews will help make it easier for your employees to both understand and relate to your persona. These quotes will represent your persona across the company, so they need to be as accurate as possible to the message you're trying to send. Finally, you need to develop a list of common objections. Work towards identifying the most common objections that your persona will raise throughout all levels of the sales process. By pro-actively identifying these objections you can help make sure they don't turn into very serious issues farther along down the development process.



An example of a company who has successfully created a persona for their brand would be the Target Corp. (TGT) . One of many Target's personas is a generation X’er named "Sarah," a stay-at-home parent in a household with a spouse's income of around $90,000 per year. Sarah frequently uses social media resources like Facebook to look for sales and for items that may be on special. She is also technologically savvy and uses smartphones for deals. Her chief pain point is with regards to how easy those deals are to both use and find. Target recognizes all of the important information both about their persona and their target audience through messaging on Facebook, Tar

get's website, as well as through email marketing, in-store apps and other electronic resources that are designed to be marketed directly to Sarah.



Another example of a company with a successful marketing persona is Apple Inc. (AAPL) . Apple has completely revolutionized marketing in the technology industry in the last decade by going after business professionals that want to use various devices like the iPod Touch, iPhone or iPad to make their jobs more efficient and more effective. With the right marketing persona, you can make sure you always know your target audience and what they both expect and need from your brand at any given moment.