Who Loves Your Brand?

BACN

October 28, 2011

Copyright RadiantBrands, 2011

Creating Persona

Profiles:

Define the needs and

motivations of clients who

most love what you do.

The Persona

Persona is a term used to describe the versions of self that all individuals possess. Different desires, interests and motivations are reflected in different personas.

Define the Persona

- How do you define who loves you?

- Common threads between your personas

- What’s the best way to reach out to your client profiles?

Who are their customers?

Smithsonian: Who are the

customers?

Lois, 72, Grandmother of three

Smithsonian: Who are the

customers?

Bill, 57, Middle Aged Engineer

Smithsonian: Who are the

customers?

Jessica, 28, Middle School Science Teacher

What went wrong?

The broken promise

• Families with young kids

• Couples for movie date night

• Singles, working, too busy to go get a movie

• Teens wanting their own movies

• Retired folks who don’t get out

The broken promise

Common motivation for all:

You saved me from late fees

and promised I could get

movies any way I wanted…

The broken promise

You took advantage of my trust:

Doubling price for both

services…

without my involvement!

Result

• Loss of 800,000 customers

• $10 million in revenue per month

• Stock drop from $248 to

$87/share

Define your brand position

Copyright RadiantBrands, 2011

Customer

Persona

Define Your Customer Personas

Need

Value

Urgency

Result

Reward

Brands are shaped by the customer

Companies, products and brands cannot

survive without understanding customer. The

choices customers have give them power

over the brand.

Customer loyalty comes from their

experience and how they build decisions

around choosing your brand.

1. Clarify the common motivations of each of your personas

2. Define your brand position

3. Focus on key words that customers look for

4. Develop a key word strategy for SEO

5. Blogs – build the value of a focused voice– be consistent

6. Social Media – Facebook and blog comments to your site

7. Directory Listings - being where your customers are

8. Consistently measure and monitor results

Using Personas:

8 Strategies that connect with clients

Who are their customers?

Copyright RadiantBrands, 2011