How to create user personas from customer feedback

Customer feedback can be a powerful tool to guide your branding and marketing efforts.

When I worked in Austin TX, I partnered with Jesse Hartman, host and founder of The Coffee Podcast, an interview-style show featuring conversations with industry leaders in the world of coffee.

One of our early projects together was giving the podcast a cohesive visual identity. During this project, Jesse allowed me to experiment with a more focused brand strategy.

By paying close attention to his listener base, we identified the primary persona types that could guide our choices around content marketing and visual design:

☕️👶🏼 The Coffee Novice - Responds well to highly tactical educational content, including home-brewing methods, techniques, and product reviews.

☕️🧐 The Veteran Barista - Interested in the complexity surrounding the coffee industry, including global coffee news, social impact, and roasting methods.

These are just examples, but you can start to see how these personas might inform or help guide future campaigns.

Of course, there can be lots of overlap and conflicting nuance when it comes to personas, but these types of insights can help you (and your team) develop a shared understanding of your core audience.

When you’re able to uncover these insights about your customers, you can truly start the matchmaking process of ensuring your brand messaging is delivering the right content to the right audience.

And it doesn’t hurt when your content is already killin’ it. 👌🏼 ☕️ 🎧