F*$k Personas
Embracing Authenticity, Decolonising Branding, and Amplifying Marginalised Voices
It’s time to dismantle the harmful practice of creating personas in branding and explore alternative approaches that align with our core values of authenticity, inclusivity, and decolonisation. We want to uncover the hidden impact of personas, their ties to colonialism and white supremacy, and present a new way forward.
Personas have long been used as a tool in branding and marketing to categorise and understand target audiences. However, this approach falls short in several ways. First and foremost, personas oversimplify the complexities of human experiences, reducing individuals to a narrow set of characteristics and stereotypes. This oversimplification perpetuates harmful biases, erases diverse identities, and reinforces oppressive structures.
To truly understand the harm of personas, we must acknowledge their colonial roots. The process of colonisation involved the imposition of Eurocentric norms and narratives on indigenous cultures, erasing their histories, knowledge systems, and identities. Personas follow a similar pattern by imposing predefined categories and narratives onto individuals, perpetuating a system where dominant cultures hold power and marginalise others.
At Tatak, we believe in an alternative approach that centres around storytelling for empathy and connection. Instead of relying on personas, we advocate for deep engagement with communities, active listening, and understanding lived experiences. By giving individuals the platform to share their stories, we create authentic connections that honour their complexity and cultural richness.
Imagine a different scenario: Rather than creating personas, we immerse ourselves in the narratives of individuals within the community we serve. We listen to their voices, learn from their experiences, and uncover the unique challenges they face. Through storytelling, we build empathy, foster genuine connections, and gain a more nuanced understanding of their needs and aspirations.
By amplifying marginalised voices and embracing their stories, we can challenge the dominant narratives and amplify a more inclusive and authentic representation of diverse communities. This approach allows us to create brands that truly resonate with people's lived experiences, values, and aspirations.
Learn more about ethical storytelling and our commitment to Our Race’s T.E.S.T. (Transformational Ethical Story Telling) framework here.
By rejecting personas, we break free from the limitations imposed by a Eurocentric worldview and decolonise design to embrace a more inclusive and culturally sensitive approach. This involves collaborating with diverse communities, acknowledging power dynamics, and actively working to dismantle white supremacy in our branding practices.
One of the primary reasons we reject personas is our commitment to uplifting marginalised voices. Personas often overlook the experiences and needs of underrepresented communities, further marginalising them in the process. As a responsible branding agency, we strive to create platforms that amplify diverse perspectives and empower those who have been silenced for far too long.
By discarding personas, we open ourselves up to a world of authentic branding. Instead of relying on stereotypes and generalisations, we engage in deep research, active listening, and meaningful conversations with the communities we serve. We embrace the nuances, challenges, and triumphs of each individual, ensuring that our branding efforts are inclusive, empowering, and reflective of diverse experiences.
Rejecting personas is part of our ongoing commitment to dismantling white supremacy within the branding industry. We actively challenge the status quo and seek alternative approaches that celebrate diversity, challenge biases, and amplify the voices of marginalised communities. By embracing a more inclusive and nuanced perspective, we contribute to a world where all individuals are seen, heard, and valued.
"F*$k Personas" is not just a rebellious phrase; it's a call to action. At Tatak, we believe in the power of authenticity, empathy, and decolonisation in branding. By discarding the practice of personas, we challenge the status quo, disrupt oppressive systems, and pave the way for a more inclusive and equitable future. Let us embrace storytelling, centre marginalised voices, and create brands that reflect the rich tapestry of human experiences. Together, we can build a world where every voice is heard, valued, and celebrated.
