Dando – we are a full-service agency, yes, but we also do exorcisms.
It’s true, you heathen! We purify identities and banish baddies. We replenish character and compel the good stuff. It’s a very powerful Dando-style brand-orcisms. But. It can only cast out hexes if you’re willing to receive the one and only truth. The one thing – that is all things. Your Primary Persona.
Building a Primary Persona isn’t quite magic.
But it might as well be. Back in the days of real exorcisms, way back in the nineties, this would have been referred to as your Target Market. But with the advent of digital everything, customer composites have become a lot more fleshed out and a lot more valuable.
Target Market’s a bit old hat, it’s a bit nearsighted. Target Market sees with the detail of a cataract-riddled cocker spaniel and has the usefulness of Trump at a silent, spiritual retreat.
“The most successful brands, their products and services, have all mastered one thing – they’ve become more human.”
If Target Market is your customer’s most basic identity, then Primary Persona is their psych chart, their dear diary. It’s the nitty-gritty of your customer’s identity. Target Market might know people have belly buttons, but Public Persona knows if it’s an innie or an outie (and if in – how in? And if out – how offensive?). Handkerchief or tissue (or sleeve)? Scrunch or fold (or bidet)? Sparkling or still (or ‘just tap please’)? Herald or Age (or ‘why would I pay for news?’)?
Unlike in real human relationships…
With Public Persona, the more you get to know someone the more you’re able to appreciate them and cater towards them. That’s what building Primary Persona does, it regenerates your efforts towards your customer.
The most successful brands, their products and services, have all mastered one thing – they’ve become more human. And they’ve done this by snooping around in digital backwaters, gathering lead data, reacting to return data, conducting social media research, generating primary data and collating innie/outtie data.
Your primary persona is not set, because people are not set.
Your primary persona reacts and adjusts to life, because people respond and adjust to life. I think you’re getting this jam – it’s about them – the customer, not you. And what a brand presents and delivers must be wholly informed by that.
You can think of primary persona as a nucleus created by lead data. All the other layers of this blistering brand-sphere are your wider strategy. And because this planet has been conceived in an atmosphere of return data, it’s able to change its form and adapt.
If you believe there’s always more to know and would like to exorcise your brand demons then come with us and let’s make beautiful primary personas together.