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A brand's persona is the personality and character—its identity—as perceived by its target audience.

It is a way for a brand to differentiate itself from its competitors and create an emotional connection with its customers. The brand persona should pulse throughout your company, company culture, and services.

A brand persona aims to unify everything about your company—including its values and spirit—through its appearance and interactions.

When developing a brand persona, it's essential to remember the basic tenets of branding so you can represent your business effectively. For example, if you have multiple products under one brand name, you need to determine not only how each product is distinct from the others but also how they are all united under one overall brand persona.

Step 1: Consider the basics of branding

Before getting into the nitty-gritty of creating a brand persona, it's essential to know more about why branding is important.

Companies today saturate media with advertisements and marketing, but those efforts can't be directed at everyone. You must narrow down your audiences and communicate with them in a way that attracts their attention. At a time of media saturation, that's the hard part.

You can connect with your audience emotionally by branding. Sure, we live in a world where artificial intelligence tools such as ChatGPT can create tons of content. But there's something it lacks: wit, meaningful stories with nuance, and human emotion.

Your company needs to up the ante and bring more emotion, humor, and nuance into your work—and that includes your brand. That's why creating a brand persona that resonates with people is essential.

A brand persona allows you to create a visual and emotional representation of your brand that works as a bridge between your products, customers, and marketing efforts. By creating a unified brand persona, you distinguish yourself from your competitors.

Step 2: Consider the core elements of your brand

When developing a brand persona, think about the core elements of your brand. What values should your brand persona represent? Which ones are the most important? What are the most critical parts of your business?

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How to Create an Awesome Brand Persona: A Step-by-Step Guide

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ABOUT THE AUTHOR

image of Kristy Fontelera

Kristy Fontelera is the CMO at Elsey Enterprises, a boutique marketing agency based in Orlando.

LinkedIn: Kristy Fontelera