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Date of Publication: 9 April 2023
Brand Persona: Why It Matters
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.
Anirban Guha
Digital Marketing Expert | Media Strategist | Entrepreneur
Table of Contents
What is Brand Persona?
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.
Creating Your Brand Persona
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.
Define Your Values
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.
Identify Your Target Audience
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.
Determine Your Unique Selling Proposition
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.
Establish Your Tone of Voice
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.
Create Your Visual Identity
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.
Some of the different Brand Personas with Definition, Character and Example
Traditional/Classic Persona:
- Definition: This brand persona reflects a sense of timelessness and heritage, emphasizing long-standing traditions, values, and history.
- Character: This persona tends to be conservative and has a strong emphasis on quality and craftsmanship.
- Example: Titan, a watch brand known for its heritage and craftsmanship, has a traditional/classic persona.
Modern/Innovative Persona:
- Definition: This brand persona reflects a commitment to cutting-edge technology, innovation, and progress.
- Character: This persona is forward-thinking and embraces change and disruption.
- Example: Ola, a ride-hailing company that is at the forefront of the technology-driven transportation industry, has a modern/innovative persona.
Youthful/Energetic Persona:
- Definition: This brand persona reflects a sense of energy, vibrancy, and youthfulness, appealing to younger consumers.
- Character: This persona is lively and enthusiastic and often associated with music and entertainment.
- Example: Red Bull, an energy drink brand known for its youthful and energetic branding, has a youthful/energetic persona.
Luxurious/Aspirational Persona:
- Definition: This brand persona reflects a sense of luxury, exclusivity, and aspiration, appealing to high-end consumers.
- Character: This persona is exclusive and often associated with glamour and sophistication.
- Example: Louis Vuitton, a luxury fashion brand known for its high-end products and exclusive clientele, has a luxurious/aspirational persona.
Sustainable/Eco-friendly Persona:
- Definition: This brand persona reflects a commitment to sustainability, environmental responsibility, and ethical business practices.
- Character: This persona is conscious of the impact of business on the environment and focuses on creating products that are eco-friendly and sustainable.
- Example: The Body Shop, a cosmetic brand known for its commitment to ethical and sustainable products, has a sustainable/eco-friendly persona.
Bold/Edgy Persona:
- Definition: This brand persona reflects a sense of rebellion, adventure, and boldness, appealing to risk-takers and those seeking a unique identity.
- Character: This persona is often associated with adventure, excitement, and creativity.
- Example: Harley Davidson, a motorcycle brand known for its bold and adventurous branding, has a bold/edgy persona.
Trusted/Professional Persona:
- Definition: This brand persona reflects a sense of professionalism, expertise, and trust, appealing to those seeking stability and reliability.
- Character: This persona is reliable and consistent and emphasizes quality and expertise.
- Example: McKinsey & Company, a global management consulting firm known for its professionalism and expertise, has a trusted/professional persona.
Trustworthy/Reliable Persona:
- Definition: This brand persona is associated with reliability, safety, and trustworthiness, providing customers with the assurance that their data and information are secure.
- Character: This persona is often associated with being dependable, stable, and secure, seeking to build trust with customers and establish a strong reputation in the industry.
- Example: Paytm, a digital payments platform that offers secure and reliable transactions, has a trustworthy/reliable persona.
Affordable/Value Persona:
- Definition: This brand persona reflects a commitment to affordability, value, and practicality, appealing to budget-conscious consumers.
- Character: This persona emphasizes affordability and practicality without compromising on quality.
- Example: D-Mart, a retail chain known for its low prices and quality products, has an affordable/value persona.
Stylish/Fashionable Persona:
- Definition: This brand persona reflects a sense of style, fashion, and trendiness, appealing to those seeking to express their individuality and sense of style.
- Character: This persona is often associated with glamour, trendiness, and creativity.
- Example: Zara, a fashion brand known for its fast-fashion approach and trendsetting designs, has a stylish/fashionable persona.
Quirky/Unique Persona:
- Definition: This brand persona reflects a sense of quirkiness, uniqueness, and eccentricity, appealing to those seeking a distinctive and individualistic identity.
- Character: This persona is often associated with creativity, originality, and unpredictability, and it seeks to stand out from the crowd.
- Example: Paperboat, a beverage brand that offers unique flavors and packaging that draws inspiration from Indian culture, has a quirky/unique persona.
Fun/Lighthearted Persona
- Definition: This brand persona is fun-loving and seeks to bring joy, laughter, and entertainment to its customers.
- Character: This persona is often associated with humor, playfulness, and spontaneity, and it seeks to create a positive and upbeat experience for its customers.
- Example: Amul, a dairy brand in India, has a fun/lighthearted persona. They use witty and humorous advertisements to promote their products, often incorporating current events and popular culture references.
Nostalgic/Retrospective Persona
- Definition: This brand persona evokes a sense of nostalgia and longing for the past, appealing to those who seek to relive or connect with a bygone era.
- Character: This persona is often associated with sentimentalism, authenticity, and familiarity, and it seeks to evoke a sense of comfort and belonging.
- Example: Amul, an Indian dairy brand that has been around for over 75 years and has a long history of nostalgic and memorable ad campaigns, has a nostalgic/retrospective persona.
Rebellious/Anti-Establishment Persona
- Definition: This brand persona reflects a sense of rebellion against established norms and values, appealing to those who seek to challenge the status quo.
- Character: This persona is often associated with nonconformity, defiance, and anti-authority, and it seeks to promote a sense of independence and freedom.
- Example: Fastrack, a popular Indian watch brand, has a rebellious/anti-establishment persona. Its advertising campaigns often feature nonconformist individuals who reject traditional norms and embrace their unique identities.
Humorous/Witty Persona
- Definition: This brand persona is known for its humor and wit, making their audience laugh and creating a memorable and positive impression.
- Character: This persona uses clever jokes, puns, and humor to appeal to their audience and create a fun and entertaining experience.
- Example: Amul, a dairy brand in India, is known for its humorous and witty advertising campaigns. They use puns and humor to deliver social messages and create a lasting impression on their audience. For example, one of their campaigns featured the tagline “utterly-butterly delicious” and a cartoon image of a young girl holding a packet of Amul butter.
Intellectual/Thoughtful Persona
- Definition: This brand persona appeals to the intellect and reason of the target audience. It values knowledge, learning, and thoughtful discussion.
- Character: This persona is often associated with expertise, wisdom, and insightfulness. It seeks to establish a strong reputation based on research and knowledge.
- Example: The newspaper, The Hindu, is an example of a brand that has an intellectual/thoughtful persona. The newspaper is known for its in-depth coverage of current events and thoughtful analysis of complex issues.
Adventurous/Explorer Persona
- Definition: This brand persona represents a sense of adventure, exploration, and discovery, appealing to those who seek excitement and new experiences.
- Character: This persona is often associated with daring, curiosity, and a willingness to take risks, and it seeks to inspire consumers to step out of their comfort zones and try something new.
- Example: Wildcraft, an Indian outdoor gear and clothing brand, has an adventurous/explorer persona. The brand’s products are designed for outdoor activities such as trekking, camping, and hiking, and its marketing campaigns feature images and stories of people embarking on adventurous journeys.
Patriotic/Nationalistic Persona
- Definition: This brand persona reflects a strong sense of national pride and identity, appealing to those who prioritize their country’s interests and values.
- Character: This persona is often associated with strength, loyalty, and patriotism. It seeks to highlight the brand’s connection to the country’s history, culture, and traditions.
- Example: Amul, a dairy cooperative based in India, has a patriotic/nationalistic persona that celebrates the country’s culture and values through its products and advertising campaigns. Its tagline “The taste of India” reflects this persona.
Health/Fitness Persona
- Definition: This brand persona promotes healthy living and fitness, appealing to individuals who prioritize physical and mental well-being.
- Character: This persona is often associated with discipline, motivation, and positivity, and it seeks to inspire and educate consumers about healthy habits.
- Example: Saffola, a health and wellness brand in India that offers cooking oil, oats, and other healthy food products, has a Health/Fitness Persona. The brand promotes healthy living and healthy cooking through its products and campaigns.
Emotional/Inspirational Persona
- Definition: This brand persona seeks to connect with customers on a deeper emotional level, often through inspiring or uplifting messaging that resonates with their values and beliefs.
- Character: This persona is often associated with authenticity, empathy, and a desire to make a positive impact on people’s lives. It aims to inspire, motivate, or comfort customers in a genuine and heartfelt way.
- Example: Tata Tea’s “Jaago Re” campaign, which encourages citizens to vote and be more socially responsible, is an excellent example of an emotional/inspirational persona. The campaign’s message resonates with people’s sense of duty and inspires them to take action for a better future.
Innovative/Solution-Oriented Persona
- Definition: This brand persona emphasizes innovation, problem-solving, and cutting-edge technology to offer solutions to customers’ needs and problems.
- Character: This persona is often associated with being forward-thinking, creative, and inventive, seeking to provide customers with unique and practical solutions that stand out from the competition.
- Example: Byju’s, an online learning platform that offers personalized and interactive learning solutions using innovative technology, has an innovative/solution-oriented persona.
User-Friendly/Intuitive Persona:
- Definition: This brand persona emphasizes ease of use, simplicity, and intuitiveness, offering customers products and services that are user-friendly and accessible.
- Character: This persona is often associated with being approachable, friendly, and customer-focused, providing customers with a seamless and hassle-free experience.
- Example: Zomato, an online food ordering and delivery platform that offers a user-friendly and intuitive interface, has a user-friendly/intuitive persona.
Futuristic/Forward-thinking Persona:
- Definition: This brand persona represents a forward-thinking, innovative, and future-oriented approach to products, services, and branding. It appeals to those who seek to stay ahead of the curve and embrace emerging trends.
- Character: This persona is characterized by its progressive outlook, technologically advanced solutions, and commitment to cutting-edge research and development.
- Example: Mahindra Electric, an Indian electric vehicle manufacturer, has a futuristic/forward-thinking persona. It focuses on creating advanced and sustainable mobility solutions for the future and continuously invests in R&D to develop cutting-edge technology.
Socially Responsible/Ethical Persona:
- Definition: This brand persona focuses on being socially responsible and ethical by promoting sustainability, fair trade, and social justice. It aims to appeal to consumers who value these principles and want to support brands that align with their values.
- Character: This persona is often associated with transparency, honesty, and a commitment to making a positive impact on society and the environment.
- Example: TATA Group, an Indian conglomerate with diverse business operations, has a socially responsible/ethical persona. The company has initiatives for sustainability, education, and healthcare that reflect its commitment to social responsibility.
Brand Persona meeting Buyer Persona - Few Situations
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:
Traditional/Classic Persona + Older, more traditional customers:
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.
Youthful/Energetic Persona + Young, active customers:
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).
Sustainable/Eco-friendly Persona + Environmentally conscious customers:
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).
Luxurious/Aspirational Persona + Affluent customers:
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).
Bold/Edgy Persona + Young, trendy customers:
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).
What Could be More Accurate than having Your Consumers Define Your Brand Persona?
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.
Learn about Buyer Persona → How to Determine Buyer Persona – Its Importance to Brands
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About the Author - Anirban Guha
Anirban Guha is an MBA graduate from Amity University, Noida. Starting his career with The Times of India Group, he has spent over 16 years in advertising and has been the founder-director of an award-winning digital marketing agency, Tejom Digital for over 6 years. He has worked with some of the top brands in India and beyond. He is an expert in creative design and digital marketing. He is passionate about helping businesses reach their goals. Beside his professional life, Anirban is an avid reader, a movie buff, a passionate gardener, an art enthusiast, and a foodie.