Your brand is probably the most important part of your business. It’s how you share what you’re about with the outside world. Potential clients look at how you represent your attitudes and values through design.
Of course, this is just one element of many digital marketing decisions you’ll make for your business.
You also have to remember that it will take time before your audience recognizes your brand and its meaning. So add “patience” to that laundry list of brand building.
Finding the Right Brand Persona
A brand persona helps your audience get a clear picture of who you are, and what your brand is about. One key to finding the right answer to the brand persona question is assigning human characteristics to your brand.
For example, your business sells fresh, organic produce, and competition in this market is fierce and crowded. The right brand persona can be a key differentiator between you and other businesses like yours.
A smiling farmer with his arm around a huge, happy tomato instantly clues your audience into the fact that you perceive your brand as friendly and approachable. You’re also creating a connection between the farmer and the produce they grow and sell. By making your brand persona relatable, it’s also unforgettable.
Questions for Success
Before you create your brand persona, it’s important to know what story you want to tell. It should resonate deeply with you and your employees if you have them. That way, it will resonate with your customers.
So, where do you begin? Here are a few questions we often ask our clients:
- Do you want your brand to be represented by a person or object? If so, what would it be? For instance, it might be an animal, a plant, or even your own face!
- If your brand was a person, what type of personality traits would it have? List out a few of them and see if they align with how you want people to perceive your business.
- Think about brands you trust and respect. What is it they are communicating that resonates with you and does any of that apply to your own brand identity?
- How does your brand speak to others? Do they hear a soothing voice or one that’s confident and strong?
Just as important as your brand persona is how you represent that visually. Colors, fonts, icons, and text all work together to tell a story.
For instance, Amazon’s logo consists of one word, an easy-to-read font, and a bold arrow that also resembles a smile. (And, lest you think that was created quickly, think again.)
Using Your Brand Persona
How do you get the most out of your brand persona?
Websites, social media posts, and email signatures are excellent starting points. You want to share this brand persona with the world, but don’t fall into the trap of overuse.
A brand persona can have an impact outside of the digital medium. Real-world impressions count as much as website visits.
Excellent places where your brand persona can shine include:
- Signage
- Business Cards
- Employee uniforms
- Sales and giveaways of t-shirts, hats, mugs, and stickers to customers
You’ll learn as you go! There are literally dozens of ways to apply the brand persona. It takes a while to get traction, so don’t get discouraged. Stay true to your brand persona, and it will work for you.
Get help from brand experts.
We have the right plans that can help you promote your brand, and scale up the success of your business. Contact us for your free consultation today! Be sure to ask for help with creating a logo or brand identity, too.