What Is A Brand Persona?

Introduction

In this guide, you'll learn what a brand persona is and how to create one to develop a guide for your brand's human expression and win more customers through familiarity.

Why Do Brands Need A Human Persona?

We are in the age of the human brand, where brands communicate through human characteristics. Unlike the past, where brands could send out one-way messages, today’s consumers expect a dialogue and a human connection. Brands need a human persona to engage in two-way communication, build trust, and resonate with their audience.

How Do People Connect With Brands?

People connect with brands in the same way they connect with other people—through familiar behavioral traits. This familiarity represents safety, leading to trust, which is crucial for business relationships.

Brand Persona Vs Buyer Persona

• Brand Persona: Represents who the brand is.
• Buyer Persona: Represents who the audience is. The brand persona connects with the buyer persona by understanding and resonating with their traits and needs.

How Do You Develop A Brand Persona?

1. Identify Your Most Influential Buyer Personas

Determine which buyer personas have the most influence on your business's success.

2. Extract The Most Influential Traits

Identify the key characteristics that are most influential within your top buyer personas.

3. Identify The Role They Want From Your Brand

Understand the role your brand should play for your audience, whether it’s guidance, inspiration, or protection.

4. Align Your Brand To An Archetype

Use Carl Jung's archetypes, which categorize all human personalities, to align your brand with one that resonates with your audience.

5. Define Brand Tone Of Voice And Language

Decide on your brand’s tone of voice and language profile. Should it be soft and gentle or rough and gritty? Professional or slang-based?

6. Expand Your Brand Personality

Give your brand persona attitudes, opinions, and an outlook on life to make it feel like a real person.

7. Use Your Brand Persona To Guide

Use your brand persona as a guide for all brand communications, from website copy to social media and advertisements. Consistent use of your brand persona will help build familiarity and trust with your audience.

Conclusion

Developing a brand persona involves understanding your buyer personas and aligning your brand’s characteristics with what they are attracted to. By using familiar traits and consistent communication, your brand can build trust and stand out in the market.