Since we opened our doors in 1954, our commitment to personal relationships has remained the focus of everything we do. This commitment still shines through for all our clients, colleagues and communities. From helping facilitate the dreams of first-time homebuyers, to encouraging economic growth in diverse communities, to our support of industries and education, we are committed to building a world that is safer, healthier and more equitable.
Audience personas are a cornerstone of our marketing approach at City National, enabling us to deeply understand our clients’ needs, preferences and behaviors. Through research and insights, we craft fictional representations grounded in data and with a strict eye toward regulatory requirements and best practices. This humanizes our clients and prospects, paving the way for more impactful marketing campaigns that resonate and drive engagement.
Our personas are intended to capture our diverse range of clientele. This inclusive approach ensures representative personas, which in turn empower us to effectively address the varied needs and preferences of our clients.
Audience personas also help to shape our brand’s communication style. They guide language, tone and content, ensuring alignment with the values and interests of our audience. This is vital for building trust and fostering meaningful relationships.
It’s essential to use personas thoughtfully and keep them updated to reflect the evolving nature of our clientele. We should never stereotype or make assumptions about our clients and prospects, nor use personas for targeting or media buying purposes.
Our B2C personas are more than data; they capture the diverse aspirations and lifestyles of our individual clients. From dreams of homeownership to planning a comfortable retirement to entrepreneurial ambitions, we focus on the human element. This enables us to offer personalized services that resonate with our clients’ unique needs and goals. Our B2C personas are designed to be adaptable, ensuring they stay in sync with changing needs and milestones.
City National serves businesses of all sizes and in various industries, such as healthcare, entertainment, law, and commercial real estate. Our B2B personas represent both organizations and the decision-makers within them, and we consider factors like organizational size, industry and financial goals. By understanding these factors, we provide tailored financial solutions that help businesses achieve their goals, such as managing cash flow, reducing expenses, and expanding operations.