CAN BRUCE SPRINGSTEEN HELP YOUR BRAND?
In the 10th video in our Bannikin Branding & Storytelling series examining how you can make your brand work for you, Zach Vanasse, our manager of creative & branding, explains why it is important to create buyer personas and provides tips on how you and your team can get started creating your own buyer personas for each of your target market segments.
A buyer persona is a fictional representation of your ideal potential guest, visitor or client. Buyer personas help you to best discern what motivates your consumers in their lives so you can tailor your branding content and material to appeal to them specifically.
The goal of buyer personas are to create representational individuals. We want to do this because it is easier for our brains to understand how we might be able to appeal to one specific person with individual wants and needs than it is to try to appeal to a generic swath of segmented people.
BRING YOUR BUYER PERSONAS TO LIFE
When creating a buyer persona, we recommend putting in as much detail about the persona’s fictional life as you can. In this video, Zach refers to this as the “Bruce Springsteen effect,” because Springsteen has often talked about how, in his song writing, he has found that the more compellingly detailed a song is, the more audiences tended to connect with the characters in the songs, even if the details of their own lives didn’t necessarily line-up with those of the characters.
By creating a full life for a buyer persona, one with well-considered wants and needs based on the “realities” of their fictional day-to-day, it becomes much easier to see the ways in which your brand can connect with your clients in their daily lives. It’s important to remember that what you are selling is travel and experiences, which means that people are looking to escape, to relax, to find something different or to branch out from their normal lives in some meaningful way. Having a better understanding of what those lives are like on a daily basis makes it much easier to see those connections and then create content that really speaks to them.
Bannikin Branding Videos
Video 1: What is a brand?
Video 2: What makes a brand?
Video 3: The importance of branding guidelines
Video 4: The right tools
Video 5: The brand triangle: rational attributes
Video 6: The brand triangle: emotional benefits
Video 7: The brand triangle: brand persona
Video 8: The brand triangle: UPS/UBS
Video 9: The brand triangle: The brand promise
Video 10: How to create buyer personas