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Financial Brand Research, Positioning, & Personas
Project Type
Brand
Date
April 2023
TruStone Financial – Persona & Brand Positioning Study
To help TruStone Financial deepen its understanding of member motivations and market opportunities, I led an extensive persona research initiative spanning over 120 live interviews and surveys across five core audience segments. The work combined qualitative insights, competitor benchmarking, online listening, and brand perception analysis to uncover key drivers of loyalty and growth. The outcome was a set of rich, data-backed personas and brand positioning opportunities that guided TruStone’s marketing, member experience, and growth strategies across Minnesota and Wisconsin.
This work culminated in the exploration of what could be next for the TruStone brand from a visual, messaging, and positioning standpoint to continue to resonate with key audiences.
