What Is A Brand Persona? 4 Steps To Create A Brand Persona For Your Business

November 3, 2021
Authored by:
Kari Amarnani
Featuring:

Every conversation you spark with a consumer, whether online or directly, tells them a little about you and your business—and this personality is called a brand persona.

Truth be told, a brand persona has the potential to impact whether a customer makes purchasing decisions, and in the best-case scenario, becomes a loyal and returning buyer.

So, how do you build the right brand persona for your business? How do you go about finding it? This is precisely the place to start.

What Is A Brand Persona?

A brand persona is a set of personality traits, values, tones, and attitudes that your business takes on to connect with a specific market demographic. 

The business strategy is reminiscent of organic everyday human interactions, making it an intuitive process with marketing-centered fine-tuning, of course. 

For example, if you talk to a child, you would naturally engage with them in a fun, light-hearted yet authoritative way. If you are conversing with a senior citizen, you would communicate in a soft, gentle, and clear manner. 

The same goes for brand personas—what are the attributes and qualities you need to embody to reach your audience?

Luckily, your options are vast. The creation of a brand persona is not the most challenging part. The hurdle lies in having extensive knowledge of your brand and industry, enough to ascertain the tones and personalities that would suit it the best.

If you own a daycare business, you know that your target demographic is parents. Instead of going for a strong and confident stance, you would likely get more results with the brand persona of caretaker with a reassuring and professional tone.

What if you own an event planning business? The reassuring and professional tone may not do the trick. Potential customers need a strong personality that can multitask, talk to people, and get results. This is when a bold and charming personality can work in your favor.

A compelling brand persona is a business entity that customers feel like they personally know. One of the easiest ways to build a brand persona is to visualize the type of person that you think would be interested in your products and services and create a message just for them.

You don’t have to abide by the laws of strict professionalism (unless that is the brand persona you have chosen). Your primary focus here is building a connection with them. It lets them know that you understand their holdups and are ready to help make their lives easier. Regardless of whichever brand persona, this focus must always remain.

Having loyal customers is one of the most significant achievements in a business. Not only does it boast an excellent brand reputation, but it also does wonders for sales. 

Statistics show that loyal customers spend 67% more on a business than new customers. And how do you get loyal customers? Your brand persona helps.

The 5 Main Brand Personas

A brand persona is a framework that guides a business in shaping the way people feel about its products and services and the company as a whole. Much of this mission involves eliciting emotional responses and inciting positive actions that benefit the customer and the business. These five brand personas are an excellent place to start.

1. Excited - This brand persona is engaging, adventurous, and willing to undertake all tasks to help their customers.

Brand tone:

  • Carefree
  • Happy
  • Adventurous
  • High-spirited

2. Caring - This brand persona is highly reassuring and genuinely cares about their customers’ needs and preferences.

Brand tone:

  • Empathetic
  • Kind
  • Nurturing
  • Thoughtful

3. Competent - This brand persona is a highly skilled and professional leader, ready to solve problems at the bat of an eye and sway users to act.

Brand tone:

  • Professional
  • Formal
  • Accomplished
  • Influential

4. Rugged - This brand persona does not live in a box. Edgy and rebellious, this person jumpstarts action to get things done and live in liberation.

Brand tone:

  • Strong
  • Tough
  • Outdoorsy
  • Athletic

5. Sophisticated - This brand persona exudes excellence and prestige, inspiring customers to give themselves high-life experiences.

Brand tone:

  • Elegant
  • Prestigious
  • Thorough
  • Lavish

These are among the many types of brand personas, so don’t limit yourself with options. If one inspires you the most, feel free to go for it and tweak the personality. As long as your brand persona embodies your business, you are good to go. 

Studies show that people want personalized interactions when it comes to how they do business with companies, so choose wisely and move according to their needs.

4 Easy Steps To Find Your Brand Persona

So, what are some simple steps you can take to start developing your brand persona? Consider these four steps as a strong jumping-off point.

Step 1: Talk to people.

Sounds simple, doesn’t it? But it’s so much more than that. This step is essentially the research phase, and your goal is to gather as much information about your market audience to create the most accurate brand personas.

Even if you have solid and lasting relationships with your customers, it would still do you well to remove the guesswork from the equation and go straight to the source. Get information (via chats, calls, emails, feedback forms, surveys, etc.) from your existing customers, such as their:

  • Name
  • Age
  • Gender
  • Job title (if any)
  • Channel - how did they find you?
  • Pain points - what hinders them from their needs?

Keep your questions as simple as possible. You may also want to consider asking them how your products and services impacted them and solved their problems. This will give you insight into how you would construct your messaging and content. Document your findings, and move on to Step 2.

Step 2: Consolidate your customer responses.

You have all your information, and now it’s time to organize and categorize every entry. Gather your team and start listing out the customers’ ages, pain points, etc. It doesn’t need to be perfect right away. You can always refine your list later. Right now, the goal is to see the bigger picture and get a good grasp of your target audience.

During this stage, it is fundamental to identify common themes, phrases, and keywords in your customers’ answers. You may even find yourself seeing challenges, pain points, and impacts you had not noticed before. These answers are crucial elements in developing your brand personas.

Step 3: Create a rough draft.

Set aside an hour or two with your team because you are now at the core of the process. First, come to an agreement on how many brand personas you need for your business. A typical number is 3 to 5; any more than five could potentially get you off track.

Second, identify your audiences and create drafts. Follow this format:

  • Name - Give each brand persona a relevant and appropriate name.
  • Age - Include an age range for each brand persona. 
  • Gender - Ensure you have at least one male and one female brand persona.
  • Job title - Not every answer has one, so you may replace this with another defining attribute.
  • Channel - Identify where they spend the most time on the web.
  • Pain points - There may be multiple pain points per answer, so consolidate them by including the 3 to 5 most common overall pain points.
  • Impact - Include their information on how your products or services alleviate their pain points. 

By the end of this process, you should ideally have a distinct set of specific brand personas. Take note that this step does not have to be finished right away. Take as much time as you need.

Step 4: Finalize your brand personas.

Once you have your draft personas, it’s time to test them out. Feedback is one of the most critical aspects of managing a business and its branding structures. You don’t truly know if something works until you see it happen before your eyes. 

Give out and circulate your brand personas for feedback and critique from suitable people, such as your branding team, sales team, consumers that fit these demographics, etc. Receive their feedback, and refine as needed.

You may also use the information you’ve collected for each brand persona to curate a simple story that truly captures who your target customer is. This can help bring your brand persona to life and have it stick out in people’s minds as a real being.

Once your brand personas are finalized, incorporate them into your content, social media, and brand marketing strategies.

Finding Your Brand Persona

A compelling brand persona can take your business to new heights with the flourishing connections that it instills. A valuable bond between a brand and its customers is the pinnacle of many business achievements—and a brand persona nurtures this relationship effortlessly. 

At the end of the day, a brand persona is about wanting your customers to feel like they know you and are a part of your experiences as a business. A friend, a guide, a mentor—your brand persona is the bridge to long-lasting relationships that build your business to its fruition.

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