As a designer committed to making branding feel more accessible, one of my main issues with the industry is how our use of language negatively affects our audiences. If you’ve been researching branding, you might have noticed some unfamiliar language. If you find it confusing, you’re not alone.

In the wee early stages of building your brand, there’s a lot going on in your mind. It’s full of thoughts, ideas, experiences, and possibility. But, it lacks cohesive, tangible structure and meaning. Each element has potential, but there’s no clear path from randomness to purpose. Lots of good starts, not a lot of complete ideas. Gobs of inspiration, not much direction. It makes for a start-and-stop cycle and you’re left endlessly spinning your wheels. Any attempts to bring it together ends in word salad. So, what do you do?

There’s a lot of designers in the world. That’s good news for you, if you’re running a business and looking for branding. You’ve got options! Congratulations.

It’s not all rosy, though. More options doesn’t necessarily make decisions any easier. In fact, it makes them way more complicated. Ever heard of choice overload?

What does your brand stand for? What actions do you take to uphold your ideals and beliefs?

If you can’t answer these questions clearly, you’re missing a major piece of the brand puzzle: clear core values.

An audience persona (commonly referred to as “buyer persona”) is a creative way of using market segmentation. It’s a profile of a fictional character that embodies notable traits of a definable group within your target audience. By combining broader characteristics with individualized ones, you can identify how to reach people and deliver messaging appropriate to their particular life experiences.