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Date of Publication: 9 April 2023
A strong brand persona can also help you improve your search engine rankings. Search engines like Google take into account various factors when ranking websites, and one of them is the quality of content. When you have a well-defined brand persona, you can create content that resonates with your audience and establishes your authority in your niche. This, in turn, can help you get more traffic to your website and improve your overall online visibility.
In this article, we’ll share how to create brand persona, understand few different brand personas and few examples of how a brand persona meets buyer persona to create brand connect.
Brand persona is the representation of your brand’s personality, values, and tone of voice. It’s how your customers perceive your business and what sets you apart from your competitors. Your brand persona helps you establish a connection with your target audience and builds trust and loyalty.
Creating a distinct brand identity may necessitate a deeper grasp of your company’s goals as well as your vision for the demographics you wish to target.
A brand persona can assist you in attracting specific groups of followers based on the type of voice and messaging you use to represent your business in all of your marketing efforts.
Now that you know the importance of a brand persona let’s talk about how to create one that will help you stand out from the competition.
Your brand values are the core beliefs and principles that guide your business. They reflect your mission and vision and are an essential aspect of your brand persona. Ask yourself what your business stands for and what you want to achieve. Your values should be clear, concise, and authentic.
Knowing your target audience is crucial for creating a brand persona that resonates with them. Conduct market research to understand your audience’s needs, preferences, and pain points. Use this information to create content that addresses their challenges and provides them with solutions.
Your unique selling proposition (USP) is what sets you apart from your competitors. It’s the reason why your customers choose you over others. Identify what makes your business unique, whether it’s your product, service, or customer experience, and highlight it in your brand persona.
Your tone of voice is how you communicate with your audience. It reflects your brand’s personality and can range from formal to casual, depending on your target audience and industry. Choose a tone of voice that aligns with your values and resonates with your audience.
Your visual identity is the visual representation of your brand persona. It includes your logo, color palette, typography, and imagery. Your visual identity should be consistent across all your marketing materials, including your website, social media, and advertising.
A brand persona is a representation of a brand’s personality, values, and style. A buyer persona, on the other hand, is a representation of a brand’s ideal customer. By aligning a brand persona with a buyer persona, a brand can create a more meaningful and authentic connection with its target audience.
Here are a few examples of how a brand persona can meet a buyer persona:
A brand with a traditional/classic persona may appeal to older customers who value history, heritage, and tradition. By using messaging and imagery that reflects these values, the brand can create a sense of familiarity and comfort for its target audience.
Examples of such brands include Tanishq (a jewelry brand) and Raymond (a clothing brand) in India.
A brand with a youthful/energetic persona may appeal to younger customers who are active, adventurous, and looking for excitement. By using bold colors, dynamic imagery, and messaging that promotes an active lifestyle, the brand can create a connection with its target audience.
Examples of such brands include Fastrack (a fashion accessory brand) and Xiaomi (a technology brand).
A brand with a sustainable/eco-friendly persona may appeal to customers who are passionate about protecting the environment. By using messaging and imagery that promotes sustainability and eco-friendliness, the brand can create a sense of shared values with its target audience.
Examples of such brands include Forest Essentials (a beauty and skincare brand) and Conscious Food (an organic food brand).
A brand with a luxurious/aspirational persona may appeal to customers who value high-end products and experiences. By using messaging and imagery that promotes luxury, exclusivity, and sophistication, the brand can create a sense of aspiration and exclusivity for its target audience.
Examples of such brands include Tanishq (a jewelry brand) and BMW (a car manufacturer).
A brand with a bold/edgy persona may appeal to customers who are fashion-forward, trendy, and looking for unique experiences. By using messaging and imagery that promotes individuality, creativity, and self-expression, the brand can create a connection with its target audience.
Examples of such brands include Royal Enfield (a motorcycle brand) and RAW Pressery (a cold-pressed juice brand).
You may find the attributes that attract customers to your business via surveys, market studies, social monitoring, and trend tracking. Develop a brand character based on the search terms they employ and their emotional space.
Your brand must strike a balance between how you describe it and what customers expect from it. It’s easier told than done.
With the use of sample surveys, you could manage this even after your product has been launched. As your customers try your product, ask them to describe its benefits and what sets them apart from ones they have used before. You can provide incentives to the respondents to carry out this survey. Soon, you’ll see patterns in their descriptions of your brand. Collate these responses and start creating your brand character from there.
Your brand persona is a vital aspect of your online presence. It helps you establish a connection with your audience, differentiate yourself from your competitors, and improve your search engine rankings. By defining your values, identifying your target audience, determining your unique selling proposition, establishing your tone of voice, and creating your visual identity, you can create a brand persona that will help you achieve your business goals.
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