Persona

Why Create a Persona?

Before developing my website and optimising my LinkedIn profile, I created a persona to better understand who I want to reach with my personal brand.

A persona helps create a clearer picture of a target audience by combining demographic information, behaviours, motivations, and expectations. This makes it easier to make decisions regarding design, content, communication, and functionality.

 

For this project, I developed the persona “Tanja” to represent a potential employer or business owner who may be interested in my skills within digital marketing and communication.

Meet Tanja

Background

Name: Tanja Bjerring
Age: 43
Occupation: Founder and Business Owner
Previous Experience: Human Resources

 

Tanja runs her own business and is responsible for making strategic decisions. She is structured, curious, and values professional relationships built on trust and shared values. She often looks for people who can contribute with ideas, take initiative, and support different business tasks.

Goals and Expectations

Tanja is looking for people who:

  • Can contribute with new ideas and perspectives
  • Demonstrate relevant skills and competencies
  • Understand her business needs
  • Communicate clearly and professionally
  • Are willing to learn and develop

She appreciates individuals who not only meet expectations but also bring additional value through creativity and initiative.

Digital Behaviour

Tanja uses several digital platforms when researching potential employees, collaborators, or business opportunities.

 

Platforms

  • LinkedIn for networking and professional insights
  • Google when searching for information and services
  • Instagram to follow industry trends and marketing inspiration
  • Educational institutions and professional communities on LinkedIn

Because of this behaviour, it is important that my digital presence is professional, easy to navigate, and clearly communicates my competencies.

Communication Preferences

Tanja prefers communication that balances professionalism with personality.

 

She values content that is:

  • Professional and respectful
  • Visually appealing
  • Easy to understand
  • Authentic and approachable
  • Open to new ideas and learning

This means that both my website and LinkedIn profile should be visually structured while maintaining a personal and genuine tone.

How the Persona Influenced My Website

Website Design

Since Tanja values clear communication and visual presentation, I focused on creating a clean and structured website design with easy navigation.

 

Content

The content is concise and focused on showcasing my skills through projects and practical examples rather than long theoretical explanations.

 

LinkedIn Profile

My LinkedIn profile was optimised to clearly communicate who I am, what I can contribute, and which competencies I have developed through my education and projects.

 

Personal Branding

The overall goal was to create a professional digital presence that makes it easy for someone like Tanja to understand my value and encourages her to connect with me.