With the ever growing attention on brand storytelling, we may want to take a deep breath in tackling step one: defining your audience personas. Experienced practitioners and academics know this step will make or break your entire brand story. But the process is not as simple as framing clients with monikers like ”Debbie Downer” and “Soccer Mom.”
Start with Spending Motivations
The type of storytelling that truly distinguishes your content with an emotional connection requires a deeper insight into the psycho-graphic dimensions of your targeted audiences. If you are not convinced, ask yourself if these football audiences below have the same spending motivations for attending a football game.
Now consider whether the ‘bonding’ segment (upper right) should be treated as a single persona. Would a sports fanatic have the same needs as a ballparker? If not, your brand storytelling is likely to get lost.
Refine with Psycho-graphic Dimensions
By delving deeper into the psycho-graphic personas that make-up each spending motivation, you will also get a better idea of where your audiences like to hang out. For example, the cosmetic dentistry arguably targets four spending motivations:
- Those attempting to Attract the Best
- Those attempting to Feel Their Best
- Those attempting to Look Their Professional Best
- Those attempting to Remember the Best
But notice from the four distinct “Attract the Best” personas shown below how the needs and targeted communities differ widely across each persona. Only by recognizing the deeper sense of values, attitudes and lifestyles shared by persona subsets of a spending motivation segment will you understand the relevant elements of a story. Moreover, this richer understanding will determine where you encounter these folks as well.
Combine Motivation and Personality
When you combine both spending motivation and psycho-graphic personality sets into the same audience persona analysis, you benefit from a more pinpointed brand story that encounters your target audience in the right community and with the right value.
Our FREE complimentary eBook on this subject shows how this was done for four small business markets. The custom tailoring business, for example, led us to recognize 14 different personas. Although this seems like an overkill, your scan of the personas below should convince you that these guys don’t hang-out in the same circles; nor do they expect the same image from their custom tailored suits.
So what is your take on this process? Do you find you connect better by slicing your markets by spending motivation AND personality? Or do you take a different approach towards identifying your audiences?
Enjoy the eBook.