Would your best friend buy your brand…?
Each brand seeks to understand its target audience. Great. Singular. Like an audience of one. But we all know that people are complex, that an audience is really “audiences” and that, if we work really hard, the ideal brand would speak to someone as if they know them personally. As though they are a good friend ready to break the rules with you – always together. Have you ever tried to describe the characteristics of your top three best friends? What about your mortal enemies? Who are the people that actually want to be close to you? When you go through the effort of building personas, you gain insights and inspiration that take you away from your own perspective and into the lives of those who you want to love you, er, your brand.