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

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

3. 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.

4. 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?

5. Who are their customers?

6. Smithsonian: Who are the
customers?
Lois, 72, Grandmother of three

7. Smithsonian: Who are the
customers?
Bill, 57, Middle Aged Engineer

8. Smithsonian: Who are the
customers?
Jessica, 28, Middle School Science Teacher

9. What went wrong?

10. 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

11. The broken promise
Common motivation for all:
You saved me from late fees
and promised I could get
movies any way I wanted…

12. The broken promise
You took advantage of my trust:
Doubling price for both
services…
without my involvement!

13. Result
• Loss of 800,000 customers
• $10 million in revenue per month
• Stock drop from $248 to
$87/share

14. Define your brand position
Customer
Persona
Copyright RadiantBrands, 2011

15. Define Your Customer Personas
Need
Value
Urgency
Result
Reward

16. Brands are shaped by the customer
Companies, products and brands cannot
survive without understanding customer. The
choices customers have give them power
over the brand.
Customer loyalty comes from their
experience and how they build decisions
around choosing your brand.

17. Using Personas:
8 Strategies that connect with clients
1. Clarify the common motivations of each of your personas
2. Define your brand position
3. Focus on key words that customers look for
4. Develop a key word strategy for SEO
5. Blogs – build the value of a focused voice– be consistent
6. Social Media – Facebook and blog comments to your site
7. Directory Listings - being where your customers are
8. Consistently measure and monitor results

18. Who are their customers?

19. Copyright RadiantBrands, 2011