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Brands need a clear identity so that customers know who they are and what they stand for. This also helps differentiate them from the competition. What value does your company provide that your competitor cannot?Companies often begin their growth strategy by thinking about what products they can make or what services they can offer. But the key to sustainable success is to understand who makes up the market landscape and which groups best fit a company’s offerings.

To do this, we work with so-called personas. Personas are fictional profiles that represent groups of people who share similar characteristics and needs. Working with personas goes beyond the old-fashioned segmentation of your marketing target group.

Creating personas in your organization can help you reach your target audience on a more personal level. In fact, you can tailor your messaging about your offer or product to the different personas.