Brand customer persona breakdown from @betherewearthat

The creator, a brand strategist, constructs a detailed customer persona for the 'On Cloud man' by narrating a day in his life. She describes his morning routine involving a Garmin watch, his training for the Chicago marathon, his post-run coffee and Strava habits, his preference for cooking steak at home, and his evening spent planning a Yosemite camping trip to disconnect.

Creator: @betherewearthat on TikTok

Video format

Greenscreen Talking Head

Video outline

  1. Declare specific archetype
  2. Detail daily rituals
  3. Reveal aspirational pursuits
  4. Show community engagement
  5. Prompt for next topic

Narrative framework

The Archetype Profile

Narrative framework logic

To construct a highly specific and relatable user persona by narrating a 'day in the life' story, detailing their rituals, gear, goals, and values to create a sense of authentic identity.

Topics: Brand Marketing, Running, Marketing, Lifestyle

Concepts: Culture Profile

Formats: Greenscreen Talking Head

Elements: Picture-in-Picture, Engagement CTA, Green Screen Composite, Title Text Hook

Account types: Personal Brand

Transcript excerpt

I were to describe the on cloud man, this is how I would describe him. I work with brands to identify their core personas and reach tier right audiences. So this is the on cloud core persona. When he wakes up in the morning, he puts on his Garmin four Runner three sixty five. He could not live without this thing. He's a disciplined man. He best started training for the Chicago marathon. He's throwing on his five inch core shorts before his run. After his run, he's going for a flat wipe at his local coffee shop. He scrolls Strava giving kudos to his fellow runners. Fast forward to the evening, he prefers to cook at home versus going out, and he has three to four go to recipes. His favorite being steak on a cast iron skillet, which is what he's having for dinner tonight. After dinner, he sits down with his MacBook and starts planning out a boy's camping trip to Yosemite. He's so ready to be disconnected from his phone. Let me know which rank you wanna see next.

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