Are you a small business owner learning about digital consumers and how to better support them? This article is for you. In this article, I lay the foundation with statistics on digital consumers of all ages, explain what makes omnichannel strategy successful in the eyes of the customer based on primary research, and end with examples of how small businesses can use this information.
Breakdown | Omnichannel Strategy Overview: An Introduction
Through this breakdown post, we are using Best Buy as a key example and case study. Through this post, we are understanding omnichannel strategy, what it is, the differences between omnichannel and multichannel, how it’s manifested and why it’s important for business. If you’d like to develop omnichannel strategy for your small business, please contact me on the +ABOUT page, or schedule a call.
Guide | How to Create a Brand Persona in 6 Steps
Through this exercise, we are using your specific customer data, to intentionally develop your brand persona, defining your company’s character, and empowering your customers through removing friction from their brand experiences. If you are using this article for its true purposes, to get the best result from the reading, I highly suggest downloading the worksheets at the bottom of the page, using the exercises for each step, and grabbing paper and a pen to take notes. Let’s get to it!
FAQ | What is Brand Persona and How Does it Effect my Business?
Your brand persona determines how your client or consumer sees your company. Your company may have multiple customer personas, but your brand persona is the company’s public personality that all applicable customer groups can relate to, and lean on to solve the problem that your consumer has. The brand persona is inclusive of your brand’s voice aka. style of communications. Brand persona also includes your brand values, personality, mission, imagery, etc., and any other publicly perceived brand aspects.
Case Study | Personal Brand vs. Professional Company Brand: When Owner's Public Persona Affects Business Results
Historically there have been many companies with owners that interact haphazardly in the public sphere, and their companies suffer because of the owners’ decision to act authentically, without realizing their brand of authenticity would damage their business. The reality is, most company brands would be well-served by differentiating their professional personas from their owner’s persona. Business leaders, you will need to choose how involved your public image is with your brand. You will need to decide how much of yourself you show, and which parts are up for perception. One last word to the wise: Decide who you are privately and to the public, before the public can decide for you. If you need support in this arena, I’ve attached a free downloadable brand persona worksheet below.