Creating an Effective Customer Persona for Personal Branding

MK170: Personal Branding for Sales and Marketing Professionals - Project 4 PERSONAL BRAND CUSTOMER PERSONA Project Description: As we’ve learned in class, all good marketers need to have a good idea of who their target market is. Not only do they need to know relevant demographics, they need to discover common psychographic elements that members of their target market share. For Project 4, create a customer persona that describes the “perfect customer” for your personal brand. Keep in mind the work you’ve done in Projects 1-3. Remember, customer personas serve as a guide for all of a brand’s messaging. Without knowing who your customer is, it’s impossible to create compelling content. Here’s a good resource that discusses customer personas: “How to Create a Buyer Persona” https://blog.hootsuite.com/buyer-persona/ Submit your own customer persona to Project 4 in Moodle .

FOR INSTRUCTOR USE ONLY Grading Rubric Grading accepts a start value of 100. Points will be deducted for failure to fully complete or meet the stated requirements. Grading: 90-100 = Represents work of superior quality (A); 80-89 = Represents work of good to very good quality (B); 70-79 = Represents adequate command of class content (C); 69 and below = Represents work that shows a need for development or improvement (F); 0 = Represents plagiarized work (F). MK170: Personal Branding for Sales and Marketing Professionals (BCM) Student: Instructor: Date: STUDENT LEARNING OUTCOMES SLO-1 Describe the concept of personal branding , why it’s important and how it’s different than traditional marketing. SLO-2 Explain what a personality and personal skill inventory is and why it’s important in personal branding. SLO-3 Describe the differences and similarities between brand mission statements , personal brand mission statements , business vision statements , and personal brand vision statements and how they affect goal setting. SLO-4 Explain the importance of exploring and defining your target market in personal branding and how personas are relevant to the process. SLO-5 Discuss how the center of your ikigai relates to all aspects of personal branding. SLO-6 Describe all aspects of talent stacking and how it relates to personal branding. SLO-7 Identify all four key components of a SWOT analysis, how they can be applied to personal branding and the nature of the internal and external influences of each. Project 4 Description of requirements Possible Points Your Points SLO-2, SLO-4 Created an original customer persona that describes the “perfect customer” for your personal brand. 50 SLO-2, SLO-4. Your original customer persona details who the customer/target market is and who they want to be, including their preferences and interests. 20 SLO-1, SLO-2, SLO-3, SLO-4, SLO-5, SLO-6, SLO-7 Reflects the work you’ve done in Projects 1-3. 30 TOTAL 0 YOUR SCORE : ________ Instructor Comments:

I surveyed around 20 people who prefer to go to the local salons and book appointments online to learn about their demographics and pain points while navigating a salon website/application. The survey identified that the target audience is 26 - 44 years old, are full employed/master’s students, visit salons occasionally (because of a pandemic),74% book appointments online. Upon asking about the essential features, 84% voted for information about rates and time required for the service, more than 60% voted for convenient and easy booking, and approximately 55% voted for reviews and easy cancellation. Regarding the challenges faced,63% of the participants mentioned the slow booking process, and 42% said there was a lack of reviews from other customers. User Interview To learn more about people's salon experiences, I conducted interviews with 6 participants. During the interview, the participants expressed that they:  Want to be aware of the services provided and the approximate time required.  Find it a burden to call or text to book/confirm a salon appointment.  Want to be aware of the hairdresser's work or customer reviews.  Want a quick way to book a salon appointment online via mobile.

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MK170 Project 4-2

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