Last month I spent a full week fueling up on content ideas, new skills, and making new friends. The week started with an opening party on Sunday.
After arriving in Palm Spring around noon I put my things down, took a shower, choose my best outfit, and headed to the ALT Summit party.
I stepped out of the shuttle, took my name badge and stepped into this beautiful oasis at the Riviera Hotel. I felt like I was stepping right into my Pinterest feed, but what really stood out were the flowy skirts, boldly patterned dresses, and the colorful feminine style of the attendees. None of us has dressed alike, but we all still looked the same and that filled me with joy.
You see, my partner always makes fun of my 50’s housewife dresses and skirts that lingers just between my knee and ankle. My mom even thinks that I should show more skin, be sexier. The moment I stepped into the ALT Opening Party I felt like I found my people. That my fashion choices were now as trendy as I believe they are in mind.
We’re not all the same and we won’t all make the same choices. That’s the great thing about this world, but also the challenge for any business owner putting content out there into the world. AllModern, the sponsor of the opening party, knew their brand persona. It was women, mostly in their 20’s and 30’s, with flowy skirts and colorfully patterned blouses.
Creating your brand persona helps you create content that resonates with them and connects with them. Don’t be that dude on the corner of the famous Hollywood Boulevard wasting time selling tours to people who won’t even listen. It tarnishes your brand reputation, make you look desperate, and your simply wasting money for crickets.
To create a defined brand persona is easier to than you think and it takes just 3 steps.
1. Identify Your Ideal Audience
If you’ve been a diligent student and listened to the business pro’s than you probably already defined 3-4 target groups for your business. You know their gender, their age, where they live, their income category, etc.
For your content strategy, we need to dive deeper though and select a maximum of 2 target groups where we will focus our content on. We have to go from having target groups to talking about actual people.
While your business can focus on multiple target groups by using multiple marketing tools, your content marketing is just one broad tool that is most effective when it’s directed towards one or max. two target groups.
Think about which of the groups you can best communicate with through content. If you’re a designer who makes her own line of jewelry that sells both to consumer and boutiques. Who would be more interested in your content? The mid-20’s city girl or the 50-year old boutique owner?
This is important because then you’ll know how you’ll curate and form your content, but it also has an impact on your overall marketing and sales strategy.
2. Research Your Audience
Okay, so you know that you’ll be focusing your content on the mid-20’s city girl. You know she’s 20 and lives in the city.
For your content plan, you need to deep dive into her life. What does she like? What does she dislike? Who’s her momma and who’s her papa? The more you know about them the better you can create content.
The best way to learn about your consumer is to talk to your consumer. Social media is a great tool to start.
Use your Instagram Stories with the poll or question sticker to ask your questions in a playful way. You can ask: “Which one do you prefer: Designer jewelry or fast fashion brands? What’s your favorite jewelry piece and why?”
Also, go beyond the virtual world and start asking people in your own network about their life. You’re not just curious about how they use jewelry but also how they live.
If they’re busy people than you know that they don’t have time to go to a store. If they have limited money to spend then they won’t be able to afford expensive jewelry. Perhaps they all experienced a traumatic event and a piece of jewelry can give them strength.
3. Define Your Audience
Once you know your target group inside and out it’s time to define them. Now, we won’t talk about groups anymore but about a person—a brand persona. Give the 20-something city girl a name and elaborate on her life on paper. That’s how you create your brand persona.
You want to write down all the things she likes. The things that make her giggle and those life events that make her frown. What does she consider important in life and how does she see herself?
You should know her better than she knows herself. Be realistic and factual. It’s not about how you would like her to be, but how she is.
Download my brand persona template and jot down everything you know about your brand persona. These are the steps you need to take:
- Download the template. Make sure to check your ‘Inbox’ and ‘Junk’ for the email containing the link to Canva.
- The template can be edited with Canva. It’s an easy drag-and-drop online software.
- If you’ve never used Canva, sign up first (bookmark this website as it will become your new best friend).
- Important: Make a copy of the template by clicking on File > Make a Copy. A new tab will open with the copied version
- Click ‘Text’ > ‘Add a little of body text’ on the left menu
- Start by writing down the name of the brand persona. Edit the size and font of the text if needed then drag and place it in the designated box.
- Repeat step #5 to fill in the remaining boxes.
- On page 2, write down a story of your persona using all the elements previously mentioned.
For example: Jessica is an ambitious 26-year old Marketing Officer living in San Fransico. She is independent, kind, responsible, and down to earth. She works hard and she doesn’t have much social life, but building her career is important to her. Before her mom passed away at an early age, she taught her the value of hard work and education. By working hard she tries to honor her memory. Although she doesn’t go out much, she loves spending time at the mall with Malika (her best friend from childhood). They have lunch, she splurges on some beautiful trendy fashion items, and that’s how she pampers herself…
- On the bottom of page 2 add 4 pictures that describe your brand persona visually. Click on Uploads > Upload an Image, to add your images. Drag and drop them to each image box.
- Print the template and hang it in your office.