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Using personas to better target your stock logo design efforts

While working with various marketing organizations, one the first things that come into discussion are the so called “personas”.

Marketing personas are not a single user. They are a representation of the goals and behaviors of a hypothesized group of users. In many cases they are captured in a 1-2 page description that include behavior patterns, goals, skills, attitudes, and a few fictional details the make the persona a realistic character. (Source)

This may seem strange at first, but it makes a lot of sense for a logo designer trying to target a possible buyer. If you think about it, creating a persona is very similar to researching for a logo project.

Usually, when a logo designer starts a project he has to go trough these steps:

  • Get information about the project (includes basics like: the text in the logo, preferred colors, preferred logo types, etc.)
  • Get information about the client (info about the client business, purpose, competition, etc.)
  • Get information about the audience (who they are, what they do, what they like, what is important to them, how they communicate, etc.)

Introducing personas for logo designers

What do you do when you have no idea who your client is? For some designers, selling stock logos is just trying to sell their unused logo proposals. That is fine for various reasons, however, there are good chances that the logo was created for a niche market or the client needed something way to specific to be able to sell it again easily.

Here are some advantages of creating a logo design persona:

  • It helps you identify a type of client based on research, increasing the changes for a logo to be sold.
  • You can create multiple logos targeting the same persona in combination with different industries and other variables. That means more targeted logo variations using the same data.
  • You can price your logos better increasing the chances to sell them faster.

In a future post, we will start creating a sample persona and see what our potential first logo design buyer will look like.

Feel free to follow us on Twitter, Facebook or Google+ for more tips on how to better sell your logos. If you do not have an account yet, please register on Strong Logos and do not forget to add your portfolio URL if you want to be considered for a seller account on the site.

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