Do you ever feel like you have a target on your back? Even if you’re not aware of it, you’re likely a target for dozens of consumer products. Major companies spend a lot of time and energy thinking about who will buy their products. Age, gender, income, and lifestyle are just some of the factors that companies consider when they target a market demographic and create a product for it.
To get tuned into the mindset of consumers they aim to influence, companies sometimes develop a “brand persona” for a product – a personality created to embody the characteristics of the brand’s target customer. A persona essentially becomes the imaginary target consumer for the product – it brings a brand to life. [Read more…]