Highlights

Wat was je grootste uitdaging?

Onze klanten beoordelen ons gemiddeld met 4,5 sterren

Zo dicht bij een volledige vijf, wauw! We kunnen niet wachten om nog meer fans te maken!

Laten we het hebben over het naar een hoger niveau tillen van jouw merk!

stuur ons een e-mail

Highlights

Our customers rate us with an average of 4,5 stars

So close to a full five, wow! We can’t wait to make even more fans!

Let’s talk about taking your brand on a walk to the next level!

Contact Isabellasend us an e-mail
behind the scenes

BTS

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Abin Accountants
x HLO

Three offices, a team of ten executives and challenges with hiring new people. We teamed up with Abin’s management team and employees to innovate and develop their brand identity. In our Walk & Talk’s we discuss briefly how we worked together and what it achieved, since we began this adventure a year ago.

Highlights

Maud:

What was your main challenge?

Cees:

Fifteen years ago, we were a much smaller organization. Back then, we created a name and logo to feature on our letterhead. But as we grew, we had to face new challenges in both the commercial and labor markets. That’s when we started thinking about the story we wanted to tell as Abin Accountants and who we truly are – and that’s how we realized we needed branding.

Maud:

What stuck with you most in the rebranding process with our team?

Cees:

In this process, we not only had workshops with management, but also with other employees. You aimed for a broad representation from all different offices and collected information from everyone.

Cees:

The funny thing was, when we looked at your first quote we thought: is that brandbook really necessary? Of course, it did cost something in the short term, but in the end if I may give your future clients a tip: Create a brandbook for your brand!

Maud:

Our mission is to build fans.
So I want to ask you, have we made you a fan of HLO?

Cees:

We are certainly a fan of HLO. In that respect, your mission has also succeeded with us. And what particularly triggered us was your refreshing approach right at the beginning of the process.

Our customers rate us with an average of 4,5 stars

So close to a full five, wow! We can’t wait to make even more fans!

Let’s talk about taking your brand on a walk to the next level!

Ready to get started? Book a call with Maud and let’s begin the journey!

contact maudsend us an email

Your company wants to reach the largest possible audience. For the more fans, the more successful the brand. But you can only turn people into fans if your service or product meets their needs. So you shouldn't try to reach everyone. You need to focus on your target audience. To do so, you need a brand story, a brand strategy, a brand identity, and a brand personality. But only by building a brand persona you can make the resulting actions specific enough to be successful.

Truly successful marketing efforts (such as a marketing strategy and brand activation) are entirely focused on a person: your ideal customer. The question is, how to build a brand persona and use it to connect with your audience?

Who is your brand persona?

If you haphazardly create a brand persona for every nook and cranny of the marketplace, you probably won't accomplish much. To make your efforts succeed, you should do something that goes against the average entrepreneur's instincts: delineate your target audience.

You can do so by defining your minimum viable audience (MVA) — the smallest possible audience that keeps you in business.

Why? This is a group of people who really need your product or service. By building a brand persona based on them, you can be extremely relevant to them. That's how you create fans who are eager to tell others about your brand.

Creating a brand persona that works: don't think like a marketer and familiarize yourself with your audience

Once you understand what a brand persona can do for you, it's tempting to develop one as quickly as possible. So when it comes to mapping out your target audience for (online) marketing purposes (such as lead generation to grow your business), it may be tempting to peruse some brand persona examples and complete a persona template based on your vision and preferences. But, to paraphrase Abraham Maslow, if all you have is a hammer, everything looks like a nail.

How to create a brand persona?

1. Research your potential customer's (personal) background

A common mistake is to create brand personas with insufficient evidence. If you want to achieve your brand and marketing goals, you should try to fathom your persona's needs through thorough research.

2. Be critical when creating brand personas

Above we wrote that it's best to delineate your target audience. You can, however, have two, three, or four brand personas. They'll develop as your organization evolves. That's completely fine, as long as you calculate the percentage of your customer base a brand persona represents or should represent. That's how you'll know if a persona is necessary.

3. Describe your ideal customer in a concise, powerful persona template

Once you're in the process of mapping out your brand persona's needs and challenges, you may want to write down all your findings. You should resist this tendency and create a clear, visually appealing, one-page description of your persona which all stakeholders can easily use on a daily basis.

Need additional information or more comprehensive advice? Read our download 'Brand personas: define your ideal customer and reach your target audience'.

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Need additional information or more comprehensive advice? Read our download 'Brand personas: define your ideal customer and reach your target audience'.

Download

Developing your brand persona: practical tips

Paint a complete picture of your brand persona by mapping out things like behavior, personality traits, and demographics

Talk to existing customers to empathize with your brand persona's gain and pain points

Be sure to also create an anti-persona: the person in the buyer's environment who influences the buying process

Looking for a people focus?

Request a free brainstorming session with our brand specialists. Together, we will have a look at your brand and audience, and we'll discuss how you can create real fans.

Contact Isabellasend us an e-mailStuur ons een e-mail

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