A persona collects the likes, interests, and values of your brand’s target demographic so that you can understand the individuals your brand is trying to appeal to. They are fictional accounts of people’s lives based on real data. You can use personas throughout all of your digital marketing to ensure each activity and touchpoint responds to real people's needs. As a brand, you might create a few different customer personas depending on the size and variance of your target audience. Building personas into your brand guide will help everyone in your organization understand the customers, and future customers, they will interact with.

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