Would you like your audience to know more about your business?
Would you like them to understand what makes you different?
Would you like to make it easier for them to absorb more information?
Would you like your customer to stay loyal to your brand?
Whatever the case, understanding them better will enhance your brand identity and marketing tool kit.
Discover more with Marketing's 5 W’s and 1 H
The 5 Marketing W’s refer to the Who, What, When, Where and Why. The 1 H refers to the How, which provides the all- important solution. How we are going to do this!
This is a well-known Marketing tool and one I like to use to gain a better understanding of my clients’ audiences.
Discovering the answer to some or all of these questions helps me to create brand identities, packaging and other design projects which focus firmly on your audiences’ requirements.
Who
The “Who?” describes your audience, customers or stakeholder(s). Those who benefit most from using your product/ service or new customers you want to attract.
Why
The “Why?” is the reason for the situation.
For example:
Why are customers not purchasing our products?
Why doesn’t my team follow our recruitment process?
What?
The what dives deeper into your audiences’ needs, values and challenges.
For example:
What motivates them?
What are their values,
backgrounds and social beliefs?
And does this affect their daily habits and purchasing choices.
Where?
The “Where?” refers to the location of your audience/client when they interact with your brand or design piece.
For example:
Where will your client be when they interact with your brand?
Where is the event?
Where is the design going to be used?
Knowing this information will help with the technical and practical elements of the project. Such as Brand Guidelines, Templates, Formats, Artwork etc.
When?
The “When” is all about time. It may refer to a deadline or Knowing when your audience is going to be available to interact with your brand or message?
Knowing your audiences’/customers’ lifestyle, hobbies and daily activities can all help to target them at just the right time.
How?
The how is about solving your audiences’ wants, needs and challenges. It’s most important to make it easy for them to find and contact you.
This is where I can help. By knowing your audience/customer and all the details of the the project such as budget, timescales etc. I can design brand identities, packaging and other design projects which are tailored to their needs.
What is Myers-Briggs and how can it help you?
Myers-Briggs is a personality test which helps us understand how different people behave, make decisions and perceive the world. It’s useful in all aspects of our lives and provide us with a deeper understanding of our customer or audience.
There are many personality tests out there but Myers-Briggs is universally accepted by recruiters, psychologists and marketers.
In simple terms, Myers-Briggs personality types are made up of four different scales.
- Extraversion (E) or Introversion (I)
- Sensing (S) or Intuition (N)
- Thinking (T) or Feeling (F)
- Judging (J) or Perceiving (P)
Each type is represented by four letters, one letter for each different preference (e.g ENTP). There are 16 different personality types in total. To find out your own personality profile and discover what they mean in more detail, please visit the
Myers Briggs foundation.
What is a buyer’s persona (or identity)?
A Buyers persona is a fictional character or characters who represent your target audience / ideal customer.
A valuable tool which can constantly be referred back to when creating a new brand identities, packaging designs or other projects.
Jane French
Occupation: Head of Financial Services at Cube Financial
Aged between: 38-45
Personality
Using the Myers Briggs Theory – INTJ (Introversion, Intuition, Thinking and Judging)
Interests
Enjoys time with family, reading and nights out with the girls.
Brands
M&S, Costa Coffee, Waterstones and Center Parcs
Wants
New brand identity for this start-up business.
Challenges
- To highlight their social values and green investments
- Represent a professional and trustworthy business
- To be ready for their launch date
- To provide brand logo and identity guidelines.
Peter Ellis
Occupation: Marketing Executive for Liz Earl, London
Aged between: 28-40
Personality
Using the Myers Briggs Theory – ESTP (Extraversion, Sensing, Thinking and Perception)
Interests
Enjoys yoga, photography and meals out with friends
Brands
Apple, Waitrose, Hugo Boss, StarBucks
Wants
A new packaging identity for their new summer collection of face serums and creams.
Challenges
- Tight delivery deadline
- A new packaging identity that works within the Liz Earl brand
- Eye catching
- Represents our new collection of summer fragrances
- Represent Liz Earl’s green values
Knowing your audience will help you to design a Call to Action that gets results
Think about the How! Mentioned in Discover more with Marketing’s 5 W’s and 1 H. Once we know your target audience we can look at creative ways of incorporating a Call-to-Action into your packaging design, brand guidelines and other projects.
It should be easy to locate, read and get in touch.
Set the tone and balance so it's appeals to your audience. Not too pushy, not too quiet. Like Goldilocks, it needs to be just right!
Understand what stage your customer(s) are at during the customer journey - they might not be ready to make a commitment
Offers and promotions create a sense of urgency but can it be off putting.
Feel free to share your comments below.
I hope you found this of interest and I would love to hear your thoughts.
Do you like the idea of a Buyer’s Persona? Do you feel it will help us to focus on your audience more? How do you like to work with Designers, do you like a flexible option or a structured process?
Get in touch for a complimentary consultation.
Email: amanda@dantumadesign.co.uk
Tel: 07769 321 499
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