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September 13, 2012

Cindy Penchina, President

small 5441717776Last month, I shared with you that Hudson Fusion is undergoing a facelift. The reason for this change is that we felt it's time to refine our brand positioning and make certain that our messaging and design appeals to our target audience. I spoke about developing our Creative Brief, but I totally skipped over an important part of creating that brief. Here's a bit more insight into how that was developed.

Part of our challenge was to really target our perfect prospect accurately and that meant defining who that is in a very concrete way. Some companies create "personas" when talking about their typical customers. They give them names, ages, economic status and describe these people as if they are real, right down to what's important to them and what they might do in their "off" time.

This exercise gives us a really clear picture of who our PERFECT prospect is. That's not to say that we wouldn't work with people who didn't fit the persona exactly, but rather that our marketing strategies would be geared towards speaking to this persona first and foremost. After all, our perfect persona is perfect for us!

So, who is Hudson Fusion's perfect prospect or persona? Simply put, it's the small business owner with an entrepreneurial spirit. Someone who works hard to build their business and is willing to take some risk to grow. Often times that risk is financial, but in the case of our clients, the risk is often something else. Many of our clients are used to making decisions about every single aspect of their business without the input of other professionals. They’ve been growing organically for about 3 -5 years typically. They realize that getting some outside help might be a good idea to get them "to the next level." For these clients, the risk is in the "letting go" enough to try some new strategies and methods. So, there's this trust that has to happen. And of course, there's the financial aspect as well. Putting web sites in place, along with marketing strategies that are effective and sound costs money. Our perfect client sees this as an investment, not a cost.

Another characteristic of many of our most beloved clients is that they often don’t have a good understanding of web site design and online marketing, or marketing in general. They need a lot of hand holding, support and educating along the way. And, they don’t like to feel like they are going to be left on their own once the web site is launched. They trust you, but it’s not a blind trust. They need to understand why what we’re recommending is a good risk and trust that you are guiding them with their best interests at heart.

You might wonder how you arrive at defining your client’s persona. How do you decide what makes up this persona? To put it simply, you have to look at a few factors. Who are your best clients? What makes them the best clients? Which clients do you enjoy working with the most? What are the things you hear over and over again from these clients? Why do they like working with you? All of this information, along with finding what you do best and what makes you unique, help to define who it is you would work best with.

So we defined our clients' persona. How does that impact on our logo design? Well, there's stuff that has to happen before we go straight to the drawing board (literally). We needed to clearly define which characteristics of Hudson Fusion's brand personality would appeal to that small business owner with the entrepreneurial spirit. In other words, what problems do we solve for them and why do our clients like working with us? What do our clients want to see in us? What is our brand personality? Once we have that clearly defined, the logo will follow. The visual design should support OUR persona or brand personality and support the messages that we're giving our perfect prospects.

Next time….I’ll talk more about our new logo…I promise.

photo credit: MervC via photo pin cc