It's not enough to be an expert. It's not even enough to be the number one expert. You must be known to be the expert in your niche—remember the rule of fives. If you are not known, and plan to pursue this awesome Expert Power Persona, you will need to create the culture at all levels of your organization.
Illustrated: Persona Corp.'s own successful Power Persona, the Expert, requires tactics such as writing credible books, lecturing as an expert, cultivating expert status with the media.
Expert Power Persona Brand
The Expert Persona is far more modest than the Hero. The Expert Persona venture directs all marketing at building credentials, collecting them as a stamp collector hoards stamps. The Expert Persona subtly presents his credentials everywhere, ensuring credibility. This is a valuable persona for professionals, especially lawyers and doctors, who are restricted by laws that govern their advertising. But the Expert Persona is valuable in almost any service-oriented sector. The false modesty of the expert is more appealing to consumers than the arrogance of the Hero.
You might consider adopting the Expert Persona if:
- You are already considered an expert in your field.
- You have built a reputation within a well-established firm and wish to "go it on your own."
- You can partner with someone who is considered an expert.
- You can take your considerable experience and market yourself to reach acknowledged expert status (in other words, take your invisible credits and make them very visible).
Illustrated: Classic Expert Power Persona, created by Persona. Films and Books Magazine.
The characteristics of the Expert Persona are:
- Complete confidence in the product or service offered.
- Vast knowledge in the segment.
- Ranking in the top three of the field in expertise.
- A natural expertise that's fully contained in the memory (crib notes are not allowed to experts).
- Confidence in public and enjoyment of the spotlight, along with a healthy conceit dosed with crafted modesty.
- Likability and/or respectability.
- Invention of the segment by the expert or modification of the product to differentiate it from the competition.
Persona Case Studies
Click on any of the following case studies for examples of Persona-developed Expert Power Personas:
Classic Example
The Body Shop and Anita Roddick. Read the case here.
]]>Develop Your Own Power Persona
• Self help: audit your organization or brand and determine which Power Persona you can exploit. It is important to determine if the Power Persona is already owned by a competitor. If it is, think about creating a NICHE in which you can own the Power Persona rather than going head-to-head in marketing warfare with the current owner• Persona tools: A CogniMATRIX plan can help you determine your Power Persona and credibility, plus the key opportunity to exploit. A Persona Plan is the ultimate strategic and tactical tool in pursuit of Power Personas. Contact Persona for more information.