Branding is most effective when content engages the proper audience. Here’s how your brand can develop in-depth buyer personas that accurately reflect the needs of your target audience.
Branding is all about perception—it’s the process of creating memorable imagery to correspond with business goals and products. But, what does “good” branding look like? The answer is quite simple. Good branding is simply branding tailored to the right audience. The right audience is defined as the types of consumers who match your buyer personas.
In order to define your target audience and make better branding decisions, you must develop comprehensive buyer personas. Today, we’ll teach you about effective buyer personas, how to create them, and how they can improve your branding. Let’s get into it!
What are buyer personas?
Buyer personas are semi-fictional profiles that represent your ideal buyers. These profiles contain details like the buyer’s industry, job title, age, and location. They also include more specific details related to the buyer’s journey. These details include critical pain points, buying habits, goals, fears, content preferences, preferred methods of communication, and much more.
Marketers develop buyer personas through quantitative research, existing customer data, and anecdotal observation. Among their many business benefits, buyer personas serve the purpose of helping you understand your target customers. If you’re wondering how effective personas can be, consider these statistics:
- 90% of companies using personas have created a clearer understanding of who their buyers are.
- 82% of companies using personas have managed to create an improved value proposition.
- 93% of companies who exceed lead and revenue goals segment their database by persona.
The process of building buyer personas has multiple steps. It takes time, resources, communication, and research to develop buyer personas that help brands deliver results. But for now, let’s look at four important ways buyer personas can improve your branding strategy.
1. Position your branding as a solution.
Customers don’t look for products—they look for solutions. Try to avoid overt promotions of products and services. Instead, use language and content that presents a helpful and humane side to your brand.
When creating buyer personas, prioritize information related to customer pain points or problems. Once you identify what challenges plague your customers, you’ll know how to position your brand as a solution.
2. Speak the same language as your target customers.
Successful branding is less about what you say and more about how you say it. Your brand positioning must resonate with customers. If you use the wrong words or phrases, you’ll inadvertently disconnect your audience from the brand.
Buyer personas provide valuable insights into how customers respond to recurring challenges. This information will teach you how best to speak to the audience. How you speak to them includes the language in your positioning, or the look, feel, and tone of your content.
Remember that a personal touch that promotes personal value goes a long way towards boosting audience engagement. It’s up to you to comb through your data and determine the approach to make with your content. For example, does your research show that people are more likely to respond to brands that inject humor into content? If so, the phrasing you use and the visuals you align to your brand should be more lighthearted and fun. On the other hand, does the data suggest they want more complex and informational content? In that case, your branding should be more educational and informative.
Use personas to understand how your customers speak. More importantly, use your personas to understand how they want your brand to speak to them.
3. Prioritize the channels that your target buyers prefer.
Today’s buyers use many different channels and platforms to conduct research, find valuable content, or simply hang out on the web. If you want to consistently reach and engage with your target audience, you’ll need your brand to appear on the same channels where people to choose to spend their time.
Use your buyer personas to uncover data regarding your customers’ online behavior. For instance, do they like to interact with brands on Twitter? Do they prefer brands who send content via emails? Do they conduct most of their research through organic search? The answers to any of those questions will provide you with direction. Devote more time and resources towards promoting your brand on the channels where people actively consume content.
4. Build an emotional connection with your target audience.
Buyer personas help marketers understand their target buyers better—not just in terms of business needs and buying preferences, but also on an emotional level. Think about it: When you truly know your customers, you understand their goals, their fears, their frustrations, their hopes for the future, and so much more. You can leverage this understanding to create emotional connections and experiences throughout every stage of the buyer’s journey.
Studies show that 64% of consumers say that shared values create trusted relationships with brands. Your buyer personas and the behavioral data of people who fit those personas helps you produce more engaging content. Content that resonates with the interests of your personas reflects similar values shared between you and your buyers. If you want to make the right impression on your target buyers, you need to show that you care about what they care about.
Here are a few ways buyer personas can help you connect to your buyers on an emotional level:
- Tell the customer’s story: Storytelling is a great method to evoke an emotional response. But remember, in order to feel genuine, your brand storytelling must resonate with your target audience. Leverage your buyer personas to craft stories that closely mirror the experiences of your ideal customers.
- Show empathy: Buyer personas help to put a company in the shoes of their buyer. This allows you to analyze common pain points and the emotions they invoke. Then once you incorporate these emotions into your branding, your company will appear more human.
- Offer personal value: B2B buyers are more than twice as likely to consider a brand that shows personal value over business value. When you understand your customers as human beings, you can steer your branding away from product benefits and more towards solving the problem.
In today’s competitive marketplace, there’s only one way for brands to achieve long-term, consistent success. They must have a deep understanding of their customers. If you already use buyer personas to inform your branding strategy, take it one step further. Continue to develop each persona with additional data and insights so you can expand your knowledge of your customers.
Top image via Anastasiya 0909.
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