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Brand Strategy OS: Think like a brand builder
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Create or edit your audience personas
Overview
Time Required:
43 mins
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Segment and analyze your audience
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Create your audience personas
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Lesson
Up until this point, you’ve been focused inward. Now, it’s time to look outward. What audience or audiences do you need to reach in order realize your vision?
No one ever accomplished anything of value by working alone. No matter your business or goals, chances are you’ll need to communicate with others to succeed. The extent to which you succeed will depend on the quality of your communication, and the quality of that communication will depend on two things: empathy and understanding.
Most of us possess some level of empathy. We can put the feelings and desires of our audience first. However, to do that, you must first understand what those feelings and desires are. That’s what this worksheet is all about.
Segmentation Analysis
The best insights are the result of exhaustive research. That said, you don’t have to invest a lot of time or money to lay a solid foundation, and right now, we want to move fast.
You probably know a lot about your audience already, but you must organize that data for it to be useful. That’s what we’re going to do now. Give yourself five minutes to brainstorm ideas for each of the following prompts:
Identity — Your first step is to sketch out some rough personas representing each of your primary audience segments. You don’t have to be super detailed here. It’s enough to give a name, gender, age and occupation (i.e. “Bob, a full-time student in his early 20’s”).
Goals — Once you’ve given a face to your audience, dig a bit deeper. Start with their goals. What does Bob hope to accomplish by engaging with your brand?
Problems — Next, consider what problems Bob faces. What are the obstacles standing between Bob and his goals?
Feelings — Once you’ve identified Bob’s primary pain points, consider how those challenges impact him emotionally. What anxieties or fears does Bob have as a result?
Desires — Finally, you need to determine what Bob wants. What experience does he hope to have when engaging with your brand? Often, the answer will be the exact opposite of the fears outlined above.
Try not to worry too much about accuracy right now. You will refine these personas over time, as you obtain more data. Right now, you just want to get ideas on paper.
📝 Exercise 1

Steps
Ideate
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Category
Insight
Author
Vote
Goals
0
Problems
0
Feelings
0
Desires
0

Segments
1
Audience Personas
At this point, you should have a lot of raw data about your audience. We want to refine this mass of insights, pulling out the most salient points. This might mean reassessing your initial segmentation, splitting personas apart or consolidating them. Once you’ve winnowed down your initial analysis to a few succinct personas, add them to your brand profile below.
Again, the result will not be perfect. In fact, there is no perfect result. The goal is simply to gain a clearer picture of your audience, so that you can communicate with them more effectively.
You should always be researching your audience, refining your analysis and evolving your personas. As you encounter new audience members, you should get in the habit of capturing data about them.
📝 Exercise 2

Steps
Summarize
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Persona No. 1
Description
You’ll summarize this persona here.
Share of Audience
000
75
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