This is service design

They may evoke memories of advertising practices based on old-fashioned stereotypes dating back to as early as the 1910s but brand personas are now actually more important than ever as business goes digital.

In the digital world, where traditional megaphone-style advertising is generally losing its effectiveness, creating an archetype of a prospective client is becoming critical for companies who wish to provide a relevant, bespoke and truly personalised user journey. Persona development is the necessary first step in the move towards a client-centric, inbound marketing approach.

A business or a brand has to speak directly to its target audience, addressing users’ issues, pains and challenges. This means delving deep into the fabric of your target audience and putting yourself in your persona’s shoes before you even begin to map out the customer journey.

Check out the infographic above, created by Linchpin SEO – an excellent visual guide to persona creation.

"People discover unseen opportunities when they have a personal and empathic connection with the world around them. For individuals, that means developing the ability to walk in other people’s shoes.