Using demographics to help create your brand persona

And how to build them up

Did you know that your business persona is different from your brand persona? Let’s focus for a minute on demographics.

WHAT ARE DEMOGRAPHICS

Firstly, a demographic is a particular section of the population. We use these all the time and some of the most common demographic information usually found in business persona includes…

• Age

• Gender

• Occupation

• Marital status

• Location

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HOW TO FIGURE OUT WHICH ONES YOU WANT

There are a lot more out there you can use to narrow down your specific niche even more. However, I want you to consider the following…

1. Can you provide your service to people other than your chosen demographic?

2. Are all people in that demographic potential clients for your services?

3. Who chose this demographic for your business? Was it you, research, or somebody else?

For example, as an online service provider that does all their work online, why would location matter to you? Are you going to only talk to and work with people living in your city even if it’s online? It’s the same thing with every single aspect of a demographic. Yes, you can use it to niche down and narrow down your audience even more, but will you turn away divorcees if your ideal client is married with two kids?

Also, consider that people can’t be labelled and put into nice little boxes all the time. If you’ve said you’re only targeting 30-year-olds, will you turn away somebody younger with a more mature mentality? These things may matter for your business persona to know how to target your ads, how to filter profiles for your lead generator, and how to write your marketing messages. But when it comes to offering your services and connecting with them… maybe they don’t. On the other hand, maybe they do. Think about it.