Why Customer Personas Are Your Brand’s Superpower 

Meet Meno Mandy

What if you could step into the shoes of your ideal customer? Understand not just who they are, but what keeps them up at night, what inspires them to take action, and what makes them scroll right past your content? 

At dewinter, customer personas are a cornerstone of how we shape smarter, more human campaigns. Whether we’re working with healthcare providers, wellness brands, or charitable organisations, our persona workshops help turn your audience insights into razor-sharp strategy. 

So, what exactly is a customer persona? 

A persona is a fictional but deeply-researched representation of your target audience. It’s not just about demographics—it’s about dreams, doubts, barriers, and behaviours. Think of it as creating a PIxar character of the person you’re trying to reach. And yes, they even get names. 

We’ve worked with clients to create personas that bring their audience to life—from Podiatry Petra to Surgeon Simon. Here’s one of our favourite personas to be used as our example. Let us introduce you to Meno Mandy. 

Meet Meno Mandy 

Mandy is 45. She lives in the UK with her partner and is part of the “sandwich generation,” juggling teenage kids and ageing parents. She earns over £40k, is internet savvy, and likes to stay active and informed. 

She’s “sort of” sure she’s perimenopausal. Hot flushes, fatigue, brain fog and anxiety are creeping up on her. She’s curious but cautious—eager for answers but worried about wasting her GP’s time. Mandy is the kind of person who tracks her symptoms, Googles discreetly, and turns to friends for recommendations. Her goals? Clarity, control, and getting back to feeling like herself again. 

She doesn’t want guesswork—she wants straight answers. And she’s navigating it all while trying to maintain her career, her home life, and her sense of identity. 

Sound like someone your campaign should be speaking to? 

Why Personas Work 

When we worked with Menoguide, an innovative menopause test, it was clear from the start that we needed to go beyond “women aged 40–55.” Through strategy sessions, we dug into the real people behind the data: what they earn, where they work, what brands they trust, which social platforms they spend time on, and what messages will resonate. 

Personas like Meno Mandy help guide everything from tone of voice to media strategy to content planning. We don’t just talk to people—we talk with them, in a language and channel that makes sense. 

The result? Campaigns that cut through.