Not here much anymore. I wrote @designerswrite. I publish @uxwritingevents. Chaotic neurotic queer. 
Blog: http://kubie.co
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Got to talk to lots of designers about being user-centered this past weekend at @designcamp.
One thought that emerged for me: the brand book / style guide is likely the wrong place for personas and other descriptions of your audience.
Your logo, colors, typefaces, brand values ... these things should, rightfully, be relatively fixed and steady. But your understanding of your audience – what you know about them, their needs, how you meet those needs – should be a living thing continually refreshed.
Putting personas (or audience profiles or whatever you call them) on pages 22 through 28 of a glossy, heavily-designed, 100+ page document that also specifies when and where to use trademark symbols means they are immediately going to start gathering dust and never get updated.
Preach.
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