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 mistakenly believe a brand’s concept to be represented by its visual elements (logo, trademark, etc.), these are merely symbols that help people communicate what the brand means.
There is much more to a strong brand character than just a picture. While giving meaning, worth, and experiences through your products and services, it precisely reflects how stakeholders and customers view and perceive your business.
A persona is a particular avatar that stands in for a thought or a collection of unrelated facts. 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?
An accurate portrayal of a brand as a person, known as a brand persona, gives the fleeting characteristics, ideas, and voices that businesses cultivate a face. Similar to how a writer may develop a character profile, it entails creating a fictional individual with a made-up name, interests, and dislikes.
How can businesses make use of a brand persona? Similar to a document like a brand style guide, which outlines the various ways a firm should be represented aesthetically, a brand persona promotes consistency. 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 – Create your brand first – Despite the fact that it might seem obvious, your brand must first become well-known before you can create a brand identity. 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. Since, in many ways, your brand is built around how your customers see you, you must conduct audience research and work with their preexisting perceptions. 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. Reading Jennifer Aaker’s work on the characteristics of brand personality will help you achieve this. 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. Naturally, these need to be appropriate for the type of products or services the business provides. 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.
This relationship can be structured in terms of roles by considering what purpose the brand serves in the lives of the client. Even if your brand could have multiple functions, you should concentrate on the one that jumps out as being the most significant and important. 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. It is not required for it to be particularly formal or intricately designed as it would only be utilised internally. 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?
To increase customer, reseller, and public understanding of their brand, products, and services, businesses can use their trademarks in a number of different ways. These often include:
- Characteristics of a good or service, such as its composition, delivery method, and level of excellence
- Customers’ expectations and advantages
- the culture of the company
- photos of “personalities” that elicit strong emotions
- user personas are used to identify the target market for a product or service.
In the modern digital era, extending your branding online is crucial to creating a strong brand identity for your business.
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 considered as the foundational element of your brand. What sets you apart from the competition in particular? Your positioning now dictates the strategy behind your brand. The brand aspect is what helps you manage your brand’s reputation and public perception.
brand identity Think about 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 creation of your brand persona, the second element, is made simpler by a potent brand positioning plan that distinguishes your business from the competition.
2.Brand Persona – A brand persona addresses the image the brand holds in the minds of stakeholders. Your brand persona could comprise attitudes, values, or personality attributes that you emphasise to connect with your audience more effectively.
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 fine-tuned, it can assist in guiding your digital marketing activities to realize the full potential of your brand.
3.Brand Identity – The foundation you need to give your business an identity that truly resonates with your target audience is provided by defining your brand’s positioning and persona. Everything that people see, hear, or read about you will be impacted by your brand identity.
Think about the following when creating your brand identity:
Name – Your brand’s identity extends beyond the name of your business to any names you’ve given to different divisions of your organisation, product families, or product lines.
Logo – A visual representation of your brand is your logo. A strong logo can be recognised without any further cues. The swoosh represents Nike, and the golden arches stand for McDonald’s. Your company’s ideals and personality should be reflected in your logo, which should also appeal to your target market.
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. Create a term that concisely expresses either the persona or the advantages 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.
Whatever method you use to market your products, the fact remains that how customers engage with them counts. The way that brands communicate has been significantly changed by modern digital technology. 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. Digital technology gives brand owners a great deal of control to send exactly the message they desire.
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. Stock your eCommerce store by working with web architects, developers, and designers.
Many people find navigating the branding components to be a difficult undertaking, yet demand for digital marketing expertise is skyrocketing.
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