Consumers Can See through an Agency’s Tone-Deaf Ads

TL;DR: In the same way marketers and advertisers create targeted customer personas, consumers create their own views of a brand’s persona. It’s extremely important for brands to know who their audience thinks they look like.

Today, it’s increasingly important to know, learn and mold the persona your social account or brand portrays. Who do you want your brand to be? Who do consumers think you are? Do certain target demographics view you as an outsider? Are you a complete reflection of your audience?

 
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Brands look at consumers through a lens of either “for you” or “not for you.” Typically, what made a particular brand “for you” was reserved to its use value and whether or not your peers were consuming the products.

As a minority, I felt there was always an extra factor required for my personal identification with a brand. I’d look for images of myself in that brand’s ads and hope something would align with me and my peers’ specific interests. Before becoming a copywriter, I didn’t know how few minorities worked in the ad industry. Today, I always pay attention to the smallest things in brand voice, like slang, cultural references and granular details, like which users are retweeted by brands. I look at social content from the brand’s point of view, working to imagine the real person behind it.

In the same way marketers and advertisers create targeted customer personas, consumers create their own views of a brand’s persona. It’s extremely important for brands to know who their audience thinks they look like. You can see these discrepancies when brands develop messaging to target a specific demographic and more so when that targeted audience finds it inappropriate or offensive.

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