Are your promotional strategies effective in bringing your business and brand to people’s lives? Do they “talk” in a distinct tone of voice? Do they have a human element that establishes a connection with your consumers and prospects? In other terms, does your business have a distinct brand persona?

Each interaction you have with a consumer reveals a little about you and your brand. This personality is referred to as your online or brand persona. It might be hard to digest but, a brand persona can influence if a customer clicks a button, completes a form, or buys the product.

What Is A Brand Persona?

A brand persona is a set of personal attributes, ideas, and beliefs that your brand exhibits on a consistent basis in order to establish a relationship with a particular target segment. A brand persona might be a real person, a fictional figure, a mascot, or an abstract concept.

The goal of personas is to develop reference models for your core audience groups. These characterizations should be inspired by qualitative and quantitative research processes, as well as web analytics.

A strong brand character is one that your audience can almost see as a friend. Additionally, you may think of it as a reflection of yourself while dealing with the brand. As a small business developing a brand persona, the simplest approach to do so is to imagine the sort of customer who will be most interested in your product and services and generate advertising for them. Consider the brand persona as the “character” that most accurately symbolizes your purpose.

A genuine presence may assist in establishing trust with users and retaining their loyalty. This is particularly beneficial for eCommerce websites since a strong persona could have a favorable influence on sales.

Why Do You Need A Brand Persona?

A brand persona serves as a guide for your promotional strategy and works as a definition of your business’s “voice.” It enables your content to communicate why your business is unique and why it is a better choice than the competitor that sells the same item – possibly at a significantly lower price.

It is critical for clients to view your brand, as a person, as someone with whom they may feel comfortable engaging or conversing. Your business or brand is more than a “simple” organization. Customers want to identify with “who” you are as a firm. To do this, you’ll need a persona that your consumers can relate to and appreciate.

Benefits of Creating Brand Persona

1. Distinguish Your Business

This is the primary purpose for developing and enhancing a brand persona over time. After all, uniqueness is the essence of marketing. There are almost certainly a few businesses that compete with yours actively or passively.

A brand persona may assist your business in swiftly establishing connections with clients, allowing it to be the preferred one in a competitive setting. When two available options are comparable in terms of quality and benefits, buyers choose the one with which they are most familiar. If your brand’s message strikes a personal chord with the client, this will work in your company’s favor.

2. Highlighting The Actual Value

The most critical function for brand personas is to demonstrate to clients the true merits of your brand. A business that can evoke a specific emotion in its clients through its brand persona must prove that its product possesses these traits as well.

Consider Harley-Davidson and its bold persona. The brand benefits from these traits, which enables it to transmit a charm when it comes to developing strong bikes.

3. Cultivating a Connection with Consumers

Nothing could be more effective in marketing than accurate information about a customer’s intents and views. A brand persona enables you to communicate with and be heard by your customers. It allows you to involve customers in surveys and keep in touch with them resulting in more relevant data.

How to Build a Brand Persona?

1.     Establish Brand Pillars

A brand pillar is what differentiates your business from its competitors. The brand’s pillars should be centered on the following:

Purpose – The reason for your business’s existence.

Positioning – What differentiates your firm from its competition, along with what customers desire and the brand’s strengths and weaknesses.

Perception – The difference between how consumers perceive your brand and what they actually receive.

Personality – The manner in which your brand interacts with its audience.

Promotion – The process through which your brand raises awareness.

A company’s brand pillars are its heart and soul. It is a critical tool for maintaining brand consistency.

2. Make a Commitment to Your Audience

Your brand must act as a pledge about what you hope to accomplish or how you intend to improve the lives of your audience. However, do not make any random promise. Ascertain that you are capable of following through. The promise need not be innovative or profound, but it must be something you are capable of delivering.

3. Possess a Unique Brand Essence

Firms must have a strong brand essence. The brand essence should be no more than two or three words long. The following are some examples:

• Apple: Imagination, Elegance, and Simplicity
• Disney: Family Entertainment 
• Nike: Genuine Sports Merchandise
• BMW: The Pleasure of Driving

Brand essence generates demand for items and creates a narrative around the offerings. Additionally, it establishes an emotional connection with your consumers.

4. Have a Statement of Mission

Your mission statement informs your audience of the organization’s purpose besides profitability. It also serves as a guide for your company’s actions, as it serves as the foundation for developing your marketing strategy. A mission statement has the following components:

• Market Segment – Who is your intended audience?
• Contribution – What value do you add to your client’s life?
• Distinction – What distinguishes your product or service?

Amazon’s mission statement is an excellent example:

“We try to provide our clients with the best value, the finest range, and the most comfort.”

Basically, it is a formal description of what Amazon hopes to accomplish, the company’s principles, and how they want to influence their consumers’ lifestyles.

5. Determine Your Persona

A persona doesn’t really need to be human. A persona can be a product, a picture, a creature, or even a cartoonish representation of your business. The objective of your persona is to accurately reflect the characteristics of your business.

Your persona may be anything imaginable. It’s just how you map and construct your persona’s personality, establishing a voice tone, a visual style, and other critical characteristics.

Brands That Excel In Brand Personas

• McDonald’s – Although several other fast-food businesses gained prominence in the subsequent decades, McDonald’s is by far the most likely to come to mind when considering this sort of food culture. 

• Disney – Another brand that teaches us a lot about brand personalities is Disney. Disney has spent nearly a century cultivating the belief how they can make wishes come true.

• Red Bull – Red Bull’s marketing identity is heavily reliant on the concept that it “gives you wings.” That is why it has a natural affinity for both top athletes and the party-loving, cheerful crowd that follows the brand online.

Conclusion

When customers connect with your brand, a strong brand persona acts as a mirror image of you. Bear in mind that consumers listen to and purchase from other consumers. The more relevant you are, the greater the amount of trust the audience will have in your brand. Contact Us today for your brand audit.