The primary focus of this content session was to help you create a story/message and personas that you will use to help drive your content creation. Once you define your online content, you can design and plan it with a specific intention.

You need to understand your audience before you write your brand story and decide where and how you will distribute it.

Who is your audience?
What are they interested in, what are their wants and fears, what motivates them?
Why should they care about your brand/business?

When crafting personas I like to base them on real people or feel like real people so that I can visualise engaging with them on different platforms. Usually personas are created with research and data collection of users in your target group but since some of you haven’t started or just getting started, we’ll create personas from your dream audience.

I wanted to share the following tips from the Interaction Design Foundation which I found really helpful:

ESTABLISH A NUMBER. You will decide upon the final number of personas, which it makes sense to create. Most often, you would want to create more than one persona for each product or service, but you should always choose just one persona as your primary focus.

DESCRIBE THE PERSONAS. The purpose of working with personas is to be able to develop solutions, products and services based upon the needs and goals of your users. Be sure to describe personas in such a way as to express enough understanding and empathy to understand the users.

You should include details about the user’s education, lifestyle, interests, values, goals, needs, limitations, desires, attitudes, and patterns of behaviour.

Add a few fictional personal details to make the persona a realistic character.

Give each of your personas a name.

Create 1–2-pages of descriptions for each persona.

PREPARE SITUATIONS OR SCENARIOS FOR YOUR PERSONAS. This engaging persona method is directed at creating scenarios that describe solutions. For this purpose, you should describe a number of specific situations that could trigger use of the product or service you are designing. In other words, situations are the basis of a scenario. You can give each of your personas life by creating scenarios that feature them in the role of a user. Scenarios usually start by placing the persona in a specific context with a problem they want to or have to solve.

I spoke about brand story- a brand story is a narrative that encompasses the facts and feelings that are created by your brand or business. The main aim of your story is to inspire an emotional reaction. Things that can influence your brand/business include your product, price, history, quality, marketing, in-store experience, purpose, values, location and–most crucially–what other people say about you.

Even if you don’t share your brand story, the experience a customer/client has of you becomes part of your story. Whilst you can’t control everything that is said about you and your business- you can lead the narrative!

You can tell your story in multiple ways:

  • WRITTEN STORY (blog posts, ebooks, articles…)
  • AUDIO-VISUAL (podcasts, videos..)
  • DIGITAL (animations, quizzes, polls, games…)

The imagery and videos you create for your stories need to inspire customers to not only buy your service(s) & product(s) but buy into your brand.

We spoke about personas (see the tab below titled ‘Personas + Audience’)

The way you speak to your audience online- the language, voice and tone you use affects how engaged your audience, how educated they become or how motivated they are to take action. Be consistent with how you speak across the channels you use from social media to your website & emails.

There are 3 tools I use the most to help me craft my client’s stories:
2.Answer The Public
3.Google Trends. 

We only had a chance to look at Buzzsumo-a tool to help you search and discover content ideas, uncover platform insights, identify passionate influencers and more.

Sign up for a 30-day free trial and check out this link to help you get the most out of it:

is a keyword tool that visualizes search questions and suggested autocomplete searches in an image called a search cloud.

This is what their image clouds look like- I entered the keyword- African Clothing & these were the results:

is a trends search feature that shows the popularity of a search term in Google. You can view whether a trend is on the rise or declining. You can also find demographic insights, related topics, and related queries to help you better understand the Google trends.

A great article on how to effectively use Google Trends:

Try them out for yourselves using keywords associated to your brand, product(s) and/or service(s).

CHIOMA: when building your personas and story think about the different personas you mentioned- Germans and other Europeans as well as Africans in Germany. How do they connect with African culture? What values does Oma Avenue have in common with your audience? What value do they place on quality? 

CONNIE: You had a number of personas to help you build your story. Diving into 2 of them- Westernised Africans and African culture lovers, I would base part of your story on who you are being an African Brit and tie it in with fashion being part of one’s identity.

DEBORAH: You mentioned you were thinking of an online store like mothercare. Define what you’d like to sell, where and why then I think you’ll find it’ll be easier to start working on personas and your brand story.

ELLEN: You had 2 defined goals- Recruitment and Sales, that you can create multiple personas for with your goals in mind. Using stay at home mums as the persona for recruitment and wellness enthusiasts for your sales persona, you can use your own experience for your story.

GRACE: Your personas can vary between 3 types of groups- 1) the people experiencing mental health illness diagnosed or not, 2) the family and friends of a mental health suffer and 3) the directly unaffected but concerned and/or interested in mental health. I think you’ll be able to write the foundation’s story better when you define what purpose it serves in the communities you spoke about.

PATRICIA: Yours is a personal brand and with a personal brand it’s not about closing a sale, it’s more about opening up, letting people into who you are at your core. There are people online that embellish and glamourise their lives for clicks & likes but not today Satan! We wanna be as authentic as can be. Think about the types of women you’re trying to serve, your story needs to show that you understand their situation and how you overcame and overcome challenges. Your story shouldn’t feel like an autobiography or a CV.

VIVIANNE: You mentioned some of your personas would be Christians at different parts of their walk with Christ and people interested in Spirituality. You already have a product so you can use reviews as part of your story but you can also develop your story with the new personas you create. Use the message that your book conveys to build on your story.


In our next session we’ll be creating content using Photopea (Free, online photoshop alternative) and an app called In-Shot.


Before the next session please download In-Shot on your phone-


Rozina has over 12 years content creation experience and is here to help you through your course needs. Her areas of expertise are visual design, strategy and content marketing.