Elements of Brand Persona – There is no denying the tremendous importance a brand has for a company. Strong branding offers practically unlimited advantages. It has the ability to influence consumer behavior, reflect brand values and product quality, and set expectations for customers. Not to mention, it draws in a following of committed customers and boosts sales.
Building brand equity requires an understanding of the complexity of a brand. Despite the fact that many people equate a brand’s concept with its visual representation (logo, trademark, etc.), they are only symbols that convey the brand’s meaning through communication.
There is much more to a strong brand character than just a picture. It perfectly captures how stakeholders and clients view and perceive your business while also delivering significance, worth, and experiences through your goods and services.
A persona is a specific avatar that represents a concept or a body of abstract information. Usability.gov states that the goal is “reliable and realistic depiction,” which makes it ideal for conveying the ideal image of a brand. It can be challenging to create a distinct brand image and tone that you want to build and then worry about maintaining this consistency throughout an organisation. Both employees and customers need to be able to quickly understand what your brand is all about. This is achieved by a brand persona by providing an accessible reference point—a relevant human face.
What is Brand Persona?
A brand persona is a realistic portrayal of a brand as a person, giving a face to the ephemeral traits, ideals, and voice that companies cultivate. Similar to how a writer may develop a character profile, it entails creating a fictional individual with a made-up name, interests, and dislikes.
In what ways may companies leverage a brand persona? A brand persona encourages consistency, much as a document like a brand style guide, which describes the numerous ways a company should be visually portrayed. Internally, it provides a benchmark for how the brand should be seen, making it simpler for employees to effectively represent it. It provides buyers a face to cling onto externally (provided the persona is given publicly through something like a mascot), delivering a clearer picture of a business than a logo or writing style might.
How To Create a Brand Persona?
Start by establishing a brand – Even though it might seem simple, before you can develop a brand identity, your brand must already be well-known. It is all too simple to assume that you understand your brand, but this must be stated in a clear strategy.
Because not all factors are within your control, creating a brand strategy is not an easy procedure. You must conduct audience research and work with their preexisting perceptions since, in many respects, your brand is created around how your customers see you. However, it’s also about how you tell your own story—what your service, objectives, communications, and workplace culture all have to say about you and your core beliefs. The first step in creating a persona is basically to understand who you are and what makes you unique.
Build out your brand’s personality traits – Strategy is useful, but it often comes across as impersonal and calculated. In order to give your brand a personality, think of human qualities that would go well with your company. This can be accomplished by reading Jennifer Aaker’s study on the dimensions of brand personality. She gives the “Big Five” a definition in it:
- Sincerity: This is a real-world brand personality, one that frequently places a focus on things like handcrafted materials, small-town roots, or family ownership.
- Excitement: This brand has a bold and contemporary personality. These brands frequently target consumers’ feeling of novelty and creativity.
- Competence: This brand’s personality places a strong emphasis on security and trust. Brands that seek to give the impression that they are experts.
- Sophistication: This brand appeals to people who appreciate style and elegance. This can refer to a general sense of taste and need not always be about cost.
- Ruggedness: This brand places a strong emphasis on the great outdoors.
Even if you don’t have to adhere to this exact structure, it’s crucial to create a list of personal qualities. Of course, these have to be compatible with the nature of the goods or services the company offers. For instance, a competent personality type would be appropriate for a bank but could seem out of place in a store that sells children’s apparel.
Evaluate the brand’s relationship to the customer – The brand and the consumer are inextricably linked since a brand is shaped by how the customer views the company. For this reason, you must think about your brand in terms of its interaction with the customer to obtain the most authentic identity.
What function the brand provides in the customer’s life is a great way to structure this relationship in terms of roles. Although your brand may play a number of roles, you should focus on the one that stands out as being the most crucial and vital. Here are several roles that come to mind when we think about friendship, as examples:
- Nurturer: That friend you turn to for counsel; the one who can empathise with you and listen; the one who always seems to anticipate your need for company.
- Leader: That person you look up to, whose opinion you respect, and who can always persuade you in a debate.
- Adventurous: That free-spirited and impulsive friend who encourages you to try new things.
- Curator: That friend who always seems to be in the know and knows the best bars and restaurants to check out.
- Build out a personal profile – It is now time to formalise each of these characteristics into a distinct identity. You now transition from amorphous features to specifics. Let’s go over some typical information that should be in a profile.
- Name: Since this is supposed to be a person, it must be an actual human name rather than the name of the business.
- Picture: To see the persona as a real person, it is crucial to visualise it. The picture may be an illustration or a stock photo (though it should look authentic).
- Bio: This is a brief bio that gives information about the individual and their background.
- Age: This relates to the consumer peer group that the persona would be considered a part of.
- Hobbies: What hobbies or pastimes besides work does this person have?
- Personality type: You may use something like a Meyers-Briggs test.
- Likes/dislikes: Favourite dishes, music, TV shows, etc.
- Quote: It helps to incorporate a few quotes to give the persona some voice. These can be about anything, but they must somehow reveal the personality.
You should arrange all of this data on one sheet. Since it will only be used internally, it is not necessary for it to be extremely formal or elaborately designed. Usually, a brand bible or company wiki will contain this material.
Last but not least, you need to gather input on your brand persona. Use a survey to find out how your coworkers or a sample of your customers feel about this personality. Since personas are all about authenticity, you want to come as close to hitting the mark as you can.
How Branding Helps Customers & Stakeholders?
Companies can use their trademarks in a variety of ways to improve customer, reseller, and public understanding of their business, goods, and services. These often include:
- Product or service characteristics such the materials used, the method of delivery, and the product quality
- Benefits to customers and expectations
- company values and culture
- pictures of “personalities” that make you feel something
- Using user personas to pinpoint the intended market for a product or service
The extension of your branding online is essential in today’s digital age to building a strong brand identification for your company.
3 Elements of Brand That Resonates –
Positioning, persona, and identity are the three key brand components that must be carefully built in order to create a brand that resonates. Brand Persona
1.Brand Positioning – Your market positioning should be taken into account as the initial brand component. What distinguishes you specifically from the competition? The strategy behind your brand is now determined by your positioning. The brand aspect is what helps you manage your brand’s reputation and public perception. Brand Persona
Consider the following:
- What drives the purchasing decisions of our target market?
- What market segment will we sell to, how many consumers are there in that segment, and where do customers buy this product category?
- How do we spread the word about our brand to consumers?
- How will we supply goods and services, and how will consumers invest in our brand?
The second component, the development of your brand persona, is made easier by a strong brand positioning strategy that makes your company stand out from the competitors.
2.Brand Persona – A brand persona addresses the image the brand holds in the minds of stakeholders. Your brand persona may include attitudes, values, or personality traits that you highlight to better engage with your consumer base. Brand Persona
Ask yourself the following:
- What emotions do we want people to feel about our brand and/or about themselves when they invest in our brand?
- How do we want customers to relate to our brand?
Creating a strong brand persona helps to connect with your target audience. When properly honed, it can help direct your digital marketing efforts to reach your brand’s maximum potential. Brand Persona
3.Brand Identity – Defining your brand’s positioning and persona provides the base you need to give your brand an identity that truly resonates with your target audience. Your brand identity will touch on anything people see, hear, or read about you.
Consider the following for your brand identity:
Name – More than just your company’s name, your brand’s identity includes any names you’ve chosen for your products, product families, or various levels of your organisation.
Logo – Your logo is a visual portrayal of your brand. A strong logo needs no other indicator to be recognized. The golden arches will always be recognized as McDonalds and the swoosh as Nike. A brand’s logo should reflect the values and personality of your company and connect with your audience.
Tagline – What do you think of when you hear “I’m loving it?” What about “Just do it?” That’s the power of a brand’s tagline. Carefully craft a phrase that summarises either the persona or the benefits of your brand.
Merchandising – Your brand identity is strongly influenced by how your product is presented to customers. A brand can market its products to people in a variety of ways. You can decide to run your business entirely online and distribute your goods directly to customers, or you can choose to have a physical location.
Some businesses will only conduct business with branded shops, while others will only do business with resellers. To avoid comparisons, some even develop distinctive brands for goods with varying levels of quality or set different prices for each and sell them through different channels.
Regardless of how you choose to sell, the bottom line is this: how consumers interact with your product matters. It affects the perception of the brand.
Communication – From generating product and service awareness to guiding consumers through the sales cycle, a brand’s communication defines consumer interaction through every stage of the purchase and beyond.
Modern digital technology has fundamentally altered how brands communicate. While mass media, direct mail, and sales brochures have traditionally dominated a brand’s communication, digital channels (business websites, social media, and email) have emerged as crucial platforms for brands to use. Brand owners have a lot of control using digital technology to deliver the precise message they want.
The correct team must be assembled in order to establish a digital brand that effectively communicates your company identity online. Your online marketing techniques should be complemented by social media, email marketing, and digital advertising. Together with designers and content makers, create images, tales, messages, and digital media. Create systems for customer service responses. Work with web architects, developers, and designers to stock your eCommerce store.
Navigating the elements of branding can be a daunting task for many, but the demand for digital marketing experts is exploding.
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