Desingnviva firstly explains what brand persona means
Put another way; it’s an image of a person who represents the company’s ideals, traits, and voice. You build a fictional character, complete with a fictitious name, interests, and dislikes, much like a writer may create the character profile. Now that we know what a brand persona is, how can companies make use of it?
Internally, it provides staff with a point of reference for the brand’s appearance, making it easier to represent it correctly.
Externally, it provides clients an identifiable face to connect with the brand, which is more effective than a logo or a writing style in conveying the essence of a company. Consider how a brand persona relates to other important brand themes to understand this concept.
It is how Designviva differentiates between a brand’s persona and its identity.
Using visual features, a brand’s persona and identity create its distinctiveness. On the other hand, brand identity is a broad word that encompasses all the elements to make a brand’s image.
A logo, website, font style, and color palette all belong to a brand’s identity. As a result, the brand persona serves as another visual element in the overall brand identification strategy.
The difference between a company’s persona and its personality
The terms persona and personality are similar; however, persona refers to a visual avatar, while personality refers to a general feel. As an example of a brand’s personality, describe its writing tone (its voice), whether it is professional or casual.
A brand persona will go one step further and create a character based on these personality traits. If this is the case, then a brand’s personality comes before its persona.
Now, here Designviva has explained the difference between brand and buyer persona.
Portray a client segment as a person by creating buyer or user personas. Replace demographic data like age, education, area, and so on with names and faces of specific categories of consumers thanks to this technique.
To put it another way, a buyer persona is like a brand persona, focusing on consumers rather than the company.
Buyer personas will come in multiples rather than distilling a whole consumer base into a single persona, which is an important distinction to make. Instead, they come up with four distinct categories of customers: high earners, middle-class, low-income, and those who engage with them only sometimes.
Another difference Designviva states between a brand mascot and a persona
A mascot is a fictional figure used in advertising and branding materials to symbolize a company. The individual might be a cartoon character or a real person (e.g., Flo from Progressive Insurance). It might also originate from the emblem itself.
Mascots and brand identities, which generate distinctive characters to serve as a company’s public face, are often used interchangeably. However, there is a critical distinction in their aims.
An authentic brand persona aims for the most realistic depiction of a brand feasible. The appeal is the focus of a mascot. It aims to create a sympathetic persona for the intended audience.
Mascots are frequently cartoon characters created to be friendly and approachable because of this. Remember that these objectives may conflict with one another since a genuine persona may not be the most adorable.
Designviva has curated few steps to create a brand persona
Now that we know what a brand persona is and how it relates to other aspects of branding, let’s talk about how to make one for your company. To begin, develop your company’s image.
The first step in creating your company’s brand identity is to get the company’s name out there. Feeling confident in your brand is easy, but only if your approach is well-articulated.
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Developing a brand strategy is not a simple procedure since you do not have complete control over every aspect of it. In many respects, your brand creates your consumers’ perception of you, which means you must research the audience and work with the already existing perceptions.
At the same time, it’s how you tell your own story about what your service, objectives, communications, and workplace culture all say about you and your beliefs. Creating a persona begins with knowing yourself and what makes you unique.
We at Designviva would suggest you define the personality qualities of your brand.
While planning is important, it can come out as cold and impersonal. Personality comes into play here. You want to think about human characteristics that accompany your business.
It’s a good idea to start with Jennifer Aaker’s study on brand personality aspects. The “Big Five” are defined by her in the essay as follows:
Sincerity is the brand personality that emphasizes (for example) handcrafted goods, small-town heritage, or family ownership.
Excitement: Is a brand personality that is outspoken and cutting-edge. These businesses frequently appeal to people’s feelings of wonder and curiosity.
Competence: This is a brand’s personality that stresses safety and security. Refers to the brands that are well-versed in their fields and aim to give the same impression.
It is a high-end brand that caters to people who appreciate luxury and good taste. It does not necessarily have to be about the cost. May also express a broad sense of taste.
Roughness: This is a company that values toughness and the great outdoors.
Analyze the brand’s relationship with the client
Branding and customers inextricably link since the impression of the firm by customers shapes the brand. So, to create the most realistic character, think about your brand in terms of how it interacts with customers.
Roles are an excellent approach to thinking about this relationship—what function the branding provides in consumers’ lives. Even though your brand may play several functions, you should focus on the one that stands out as the most significant.
Designviva has enlisted some examples. Here check them out:
Nurturer: The person you turn to for guidance because they are compassionate and listen well. They also know when you need companionship since they anticipate your needs.
Someone who encourages you to attempt new things because they are spontaneous and uninhibited by convention.
Someone who constantly seems to be on top of the latest hot spots, like a bar or restaurant curator.
Create a persona profile for yourself
It’s time to formalize your identity now that you have all these characteristics. It is the point at which you transition from general characteristics to specific attributes.
All companies want to connect with their consumers, but their efforts often come out as forced and unauthentic, like a principal who uses slang to communicate with the students.
Because engaging with your audience is an ongoing, challenging effort, creating a brand character won’t fix this problem.
However, treating your brand as a real person puts you on an equal footing with your clients. Even if you devise the most comprehensive marketing plan, certain things will always be subjective.
