The key to achieving success in business is a good understanding of the target group. Therefore, before a company starts active market activities, its owners must answer the questions – who will their customers be, what are their needs, preferences, ambitions, and expectations. PaweÅ‚ Tkaczyk, one of the most influential Polish bloggers, believes that the persona is one of the fundamental tools for building a brand. A persona is a so-called fictional profile of the ideal recipient. Creating such a pattern is an important strategic element because it should be remembered that the recipients of every company’s products are people. In the era of intense market competition, the key and determinant factor for success is selecting the appropriate target group and establishing a presence in its consciousness.
Creating a profile of the ideal recipient requires significant commitment. One must consider: where the target client comes from, what they do daily, their interests, what can be done for them, and also understand their expectations and ambitions. This is particularly important because communication with a twenty-year-old woman differs significantly from that with a fifty-year-old woman (not to mention communication aimed at men). Answers to other questions will help create consumer touchpoints with the brand, which greatly facilitates communication between the company and the recipient.
It should be noted that a persona is not a perfect tool. When creating it, it is easy to fall into stereotypes, resulting in profiles that are far from the real recipient. As one can easily imagine, an incorrectly constructed pattern cannot provide the expected results because communication will always miss the mark rather than directly reaching the consumer’s consciousness. However, if a company manages to build an accurate profile of a typical recipient, it can expect significant financial and branding gains for its brand.
Author of the text: Ola
Sources:http://paweltkaczyk.com/pl/persona-narzedzie-budowania-marki/
