Who loves your brand

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Steven Donaldson's October 28, 2011 Presentation to BACN on Branding

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Who loves your brand

  1. 1. BACN October 28, 2011 Who Loves Your Brand? Creating Persona Profiles: Define the needs and motivations of clients who most love what you do.Copyright RadiantBrands, 2011
  2. 2. 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.
  3. 3. 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?
  4. 4. Who are their customers?
  5. 5. Smithsonian: Who are the customers?Lois, 72, Grandmother of three
  6. 6. Smithsonian: Who are the customers?Bill, 57, Middle Aged Engineer
  7. 7. Smithsonian: Who are the customers?Jessica, 28, Middle School Science Teacher
  8. 8. What went wrong?
  9. 9. 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
  10. 10. The broken promiseCommon motivation for all:You saved me from late fees and promised I could get movies any way I wanted…
  11. 11. The broken promiseYou took advantage of my trust:Doubling price for both services…without my involvement!
  12. 12. Result• Loss of 800,000 customers• $10 million in revenue per month• Stock drop from $248 to $87/share
  13. 13. Define your brand position Customer PersonaCopyright RadiantBrands, 2011
  14. 14. Define Your Customer Personas Need Value Urgency Result Reward
  15. 15. Brands are shaped by the customerCompanies, products and brands cannotsurvive without understanding customer. Thechoices customers have give them powerover the brand.Customer loyalty comes from theirexperience and how they build decisionsaround choosing your brand.
  16. 16. Using Personas: 8 Strategies that connect with clients1. Clarify the common motivations of each of your personas2. Define your brand position3. Focus on key words that customers look for4. Develop a key word strategy for SEO5. Blogs – build the value of a focused voice– be consistent6. Social Media – Facebook and blog comments to your site7. Directory Listings - being where your customers are8. Consistently measure and monitor results
  17. 17. Who are their customers?
  18. 18. Copyright RadiantBrands, 2011

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