One of the most useful tools in communications design is an Audience Profile exercise — defining who you're talking to is an important step in reaching them. However, too often, these personas are hollow and mostly meaningless.
Who cares if you like to buy organic produce or have three credit cards if (1) it has nothing to do with your brand and (2) we have no context for why you have three credit cards. For instance, you might have three credit cards because (a) you got a promotion at work and are flexing your spending power ... or (b) because the first two cards are maxed out and you still have to feed your kids even after you've been laid off. These are very different things here, but both from the same hollow trait.
In my classes, I'm prototyping two ideas to help alleviate this: Areas of Concern and Clauses of Causation (CCBYNC).
I've cut a video explaining it all here
Areas of Concern identify things that the brand (or brand fans) care about. For instance, if my brand was Timex — and my mission/soul was about "being in command of my time", my audience might care about:
- [A] Spending time on the most worthwhile things
- [B] Ensuring that the time I spend is maximized (or made efficient)
- [C] Prioritize the time I spend on things
- [Timex]
- Ruben likes to read with his son every night because he remembers doing this with his own father and the special connection it created. He considers it time well spent. [or]
- Ruben likes to read with his son every night because as an ESL-learner he has trouble reading himself and practice makes perfect for both of them.
- [GNC]
- Janet always looks at the ingredients of foods to be sure that her kids are eating healthy, nutritious foods that aren't full of artificial ingredients. [or]
- Janet always looks at the ingredients of foods because her son has food allergies that might land him in the hospital.
- [Hummer]
- Jordan prefers cross-fit workouts because the range of activities better prepares him for the challenges he faces as a police-officer. Big biceps are great, but chasing down a thief takes agility and speed that you can't get from a weight bench.
- Jordan prefers cross-fit workouts because the climate in the local gym is toxic — and she can do these exercises at home without mixing fitness with misogyny.
Both Areas of Concern and Clauses of Causation can make your personas more meaningful and relevant to your brand — and that's a good thing.
Here are some great examples from Intan, Erica, Erin, Horrico and Giulia (all linked to their final presentations or projects). Check out the work of all of our great students in GR604 at: [guides] + [presentation videos]
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