Brand Personas and Target Audiences and Visual Audit Winnies Pet Sitters Framework
1. All projects and assignments in this course will be done for fictional small businesses or organizations of your choice. I am also open to other ideas such as fictional major events, products, apps, etc. If you have your own small business, you can use that too! It helps to choose based on your own personal/professional interests. You may combine this work with another class as long as you have permission, and will not use one assignment to meet the requirements of both courses. Remember that the fictional entities you choose will need to hold your interest for the entire semester. Talk with me if you have questions.
Tips for choosing fictional businesses/organizations:
Choose small businesses/orgs that have a small, clear focus. (i.e. not Amazon or Toyota).
Think about imagery access. It’s best to pick a brand that will enable you to use your own smart phone photos and videos. If you can’t use your own photos, what photos/videos are available on creative commons sources?
Deliverables for this assignment:
Choose two fictional small businesses and/or organizations and write a short description of each.
Include the proposed business name.
Create a primary target audience for each entity (example framework below).
Create brand personas for each entity (example framework below).
Have a short elevator pitch ready for each (for speed dating exercise next week).
2. Visual content show have a thoughtful “look and feel” that will help inform your brand persona/target audience. Please create a “Visual Audit” for each of your fictional brands/organizations. Organize the audits by color, imagery and typography. You can copy and paste imagery from comparable brands/organizations for this assignment. You can use screenshots from social media, websites, blogs, and/or photos from magazines, outdoor advertising, etc.
Primary
Target Audience
Brand Persona
Demographics
Age, sex, income level,
geographic location
Background
Occupation, education,
career path, family life,
lifestyle
Communications
Preferences
Direct mail, social media,
blog, podcast, print
magazine
Calming
Cautious
Goals
Primary and secondary
goals, related to your
service
Simple
Helpful
Warm
Challenges
Primary and secondary
challenges related to your
product/service
Pick 5 adjectives that reinforce your brand persona.
(examples below)
Objections
Why the persona would not
want your product/service
Purchasing/consuming
behavior
Brand preference
and loyalty
Price sensitivity
Hobbies
Computer literacy
Blogs they read
Media they consume
wu
Hello, Wundergrounders!
CATHERND
ADVOCATE BUT NOT EVANGELIST
INTELLIGENT BUT NOT CONDESCENDING
PLAYFUL BUT NOT DISTRACTING
Weather Underground
to have fun. We love our
effe Claude and brun occasionally add a
TECHNICAL BUT NOT UNAPPROACHABLE
We des weather in the terms a meteorologist would
use but we don’t n our products with jargon All ofar
OFREE
HUGSColors
Bright, energetic, loud, happy. Not a limited palete. Lots of contrast.
PRIMARY
PRIMARY
FEED
THE
BEATⓇ
BREAKFAST
SECONDARY
Typography
Condensed sans-serif. All-caps. Tilted. Hand drawn lettering.
GRILLED CIRCLES AR
BREAKFA
LET US MAKE YOU
OK not all circles; just t
Ever since breakfast has existe
breakfast has basically existed
which makes the standard circ
GRILLED BREAKFAST BURRITO
350 CAL $1.00
CUSTOMIZE
O
CEP
SECONDARY
01
Imagery
Behind-the scenes. Digital art gallery. Bright. Bold. Product Shots.
TIC TAC TACO
TACO
BELL A GAME OF CRUNCHY VS. SOFT
DOX
TACO
BELL
01
TACO BELL
all
you
need is
LOVE&
Ha SLAND CHEE
Nation Float BACO
Jaco FREEZE VAFFLED
Order
ONLINE
Be happy
DOUBLE EAT more
CHALUPA
S.
NATIONAL TACO DAY SEASON
IS ALMOST HERE…
