Brand is Name Logo Image Identity
What is Apple selling here?
They’re selling an Experience
They’re selling relationships!
They’re selling a GREAT product
Making people want what other people have!
Customer controls your brand!
Got to grab
customer Attention!
You don’t know your customer!
Personas are representatio
ns of your target
customers
Answer THEIR
Questions
Guide your marketing team
Make it actionable
Creating Personas
Assign a photo FIRST!
Personal Traits
AgeEmploymentNationalityEducationLifestyleHobbiesAffiliations…
.
User goals
Why What How
Sources
• All images courtesy of Corbis• Brand personas by Steve Murdoch