4 Easy Steps to Creating Your Brand’s Very Own User Persona
By Kat, 3 months ago (4 min read)
When it comes to building your brand effectively, it’s important that you and all those involved in your business have a clear understanding of who your target audience is. Without this, your products, brand messages and more will lack focus and potentially fail to resonate with the right people, impacting the long-term growth of your business.
This is why cultivating your very own brand user persona is essential – and we’re here to take you through a simple 4-step process for building a multidimensional persona based on your ideal customers. The result will be a clearly defined user profile that allows you to tailor every element of your interaction with them to meet their needs.
What are user personas and why do they matter?
In a nutshell, a user persona defines your ideal customer’s needs, goals, behavioural patterns and pain points, formulating them into a structured user profile. While the name may be fictional, the data that you use to create your persona will be backed up by factual research.
Whether you’re designing a new product, building a website or strategising a marketing campaign, having a user persona plays a vital role in ensuring you identify and communicate with your target demographic to effectively solve their needs. It also allows you to empathise with your users, giving them a more human, relatable element.
Defining a user persona
Building a user persona requires in-depth research to build an accurate picture of your audience. This doesn’t have to be limited to just one profile though, as your research may highlight a number of different key demographics to target – just be sure to create separate personas for each one rather than group them all in one.
The persona-building process involves 4 key stages which we’ve broken down into easy-to-digest steps below:
Step 1: Create your header
Your header acts as the foundation of your customer persona – helping to provide a memorable snapshot of your user to keep strategies focused. This should include a fictional name, photo and a quote that details how their needs tie in with your product.
For example, if you’re promoting a shopping list app, your user persona could look something like this:
Name: Emma Jones
Summary quote: “I find shopping a chore and never have time to write a proper list so I always forget things.”
Step 2: Create your demographic profile
The next stage is to flesh out your persona with key demographic information that helps to give them more of a realistic personality. Unlike the header, this information is formulated using real-life data gathered into four main sub-categories:
- Personal background: covers key details such as age, gender, ethnicity, relationship status, education and persona group (retired, stay-at-home mum)
- Professional background: includes their occupation, income level and work experience
- User environment: looks at technological, societal and physical aspects of their lifestyle such as what technology they use, how social they are, where they spend most of their time
- Psychographics: focuses on behavioural traits such as attitudes, habits, interests, motivations and pain-points
Adding this key information can help you fine tune your products or services to be in line with these key characteristics.
Step 3: Create an end goal
The whole aim of having a user profile is to help you pinpoint what their needs are, as well as how your products can solve their problems. To do this your user persona needs to have an end goal – outlining exactly what they want to achieve from using your product.
With the above example, Emma needs a shopping list app that she can continually add to throughout the week while she’s on the go, helping her keep track of what she needs and making sure she doesn’t forget anything. This would be her end goal and by keeping that in mind when you’re designing your product, you can ensure you provide exactly what she’s asking for.
Step 4: Create a lifestyle scenario
Adding in a ‘day in the life of’ scenario to your user persona can help to contextualise their lifestyle and how your product can benefit them, making it easier for you and your employees to relate to the end user.
These are typically written from the fictional customer’s perspective, detailing the what, where and hows of their daily life to help strengthen the real-life persona.
The benefits of creating a brand user persona will help you to be more strategic with every facet of your business – from website design to social media marketing – ensuring that each interaction you have with consumers hits the mark. It can also be an effective way to help you identify real-life customers who fit the same profile and can be used to help validate your findings and keep your business design and marketing strategies dynamic and on-point.
With the above 4-step process, we hope you’ll be well on your way to honing in on building a multidimensional user persona, but if you need a helping hand to guide you through the process, our expert team is ready for the challenge. Get in touch today for more details.