Born in Italy in 1989 Giacomo Felace is a Creative Director & Strategist specialises in branding and visual identity. Currently based in Canggu-Bali, working at Boutique Bars group.
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Probably one of the most overlooked, yet most important elements, of building an online or offline business is crafting your ideal client (brand persona). Many people outside of marketing still hold the notion that a brand is little more than a logo and how a website looks.

A brand is, in fact, so much more.

To make a comparison, if a brand is a person, the visual elements of a brand (logo, typography, website, photo style, etc.) would be the equivalent of how the person looks and dresses. However, we all know good looking people sometimes can have an ugly personality — that’s where the personality of the brand comes into play. The persona of the brand is usually the part of the brand that is overlooked, ignored, and for most companies, never defined and developed.

But personality and attitude are the most important aspects of a person.

There are many reasons someone may choose to purchase from you vs. your competitor. It could be price, quality, or convenience, but many times, especially with all else being equal, people buy into your brand. They buy into the reasons you are doing what you are doing. Your reasons for existing. This transcends the obvious goal of making a profit; a profit is just the result of your business activities and decisions.

︎︎︎ Now, imagine who is your Ideal customer/client, give it a face, give it a name. If you believe your ideal client can be a current or past client, picture them, if you think your ideal client can look like a friend, a family member, that is also fine.

︎︎︎ Close your eyes! The idea is to picture them, and give them a name to visualize them.

︎︎︎ Now, step into their shoes and think like them.

Please answer the following questions as if they’re answering, don’t answer like you:

︎︎︎ Name
︎︎︎ Age / Gender
︎︎︎ Do they have any children?
︎︎︎ Single / Married? (Name their partner and children)
︎︎︎ Where do they live?
︎︎︎ What do they do? Work or not? Where?
︎︎︎ What kind of music they hear, books/magazine they read?
︎︎︎ How’s their lifestyle / hubbies?
︎︎︎ Who’s their inspirational idols?
︎︎︎ What kind of brands they like?
︎︎︎ Do they like social media? What’s their favorite?
︎︎︎ What motivates them?
︎︎︎ Do they have any frustrations?
︎︎︎ What are their strenghts?
︎︎︎ Favorite TV shows?
︎︎︎ What keeps them up at night?
︎︎︎ What are their goals and dreams?
︎︎︎ What solutions they want in their life, work?
︎︎︎ If money was not a problem, what brand or kind of service would they buy
to solve a problem?
︎︎︎ What do they wish that a brand/service would understood about them?
︎︎︎ What’s their “OMG, I can’t’ live without this” and they would pay no matter

Take advantage of your answers and create your brand persona story. Remember the story is based on what your ideal client wants to hear from you, not what you want to tell them. Must include all their wants, needs, fears. Make it juicy.


© 2020 Giacomo Felace     Boring Stuff