How to Establish Your Brand’s Persona

By Sarah Hunter 

Establishing your brand's persona is crucial for success in today's landscape.

5 Key Steps to Establish Your Brand Persona 

In today’s competitive market, simply having a product, idea, or service is not enough to rival big name companies such as Amazon. A brand should support more than just what it sells –it should embody a mission and a unique voice that resonates with its audience. Your brand persona goes beyond its corporate identity or a logo. The persona of a brand should feel authentic and relatable, creating a unique identity that resonates with its audience while remaining open to everyone. 

1. Define Your Brand’s Core Values 

   
   

Your brand’s persona should be a direct correlation of your values and missions. In the early stages of building your brand concept, clearly define what the brand stands for and what it does not. One meaningful way to showcase a brand’s values is by supporting charities or social causes that align with the brand’s mission, reinforcing your brand’s commitment beyond just products or services. For example, using the brand’s platform to raise awareness about a cause, or donate to charity organizations that align with their values etc. Clearly defining core values helps establish a consistent brand identity that buyers can resonate with and spread awareness.  

2. Know Your Audience 

   
   

Your brand should have clear and consistent messaging that speaks directly to your target audience. To shape the tone and style of your brand’s voice, you should research your audience’s interests, behaviors, and buying preferences. This will give you an insight into your buyer’s personalities and habits. Social media may be a tool to measure your brand’s insight such as Facebook and Instagram Audience Insights. You can also use online tools such as Sprout Social which provides audience demographics, allowing you to see information such as age, location, and interests of the people interacting with your social media content. To create a strong brand persona, research your audience’s interests and behaviors using social media insights and online tools to tailor clear, consistent messaging. 

3. Visual Identity 

   
   

 Visual identity is a major indicator of a brand’s persona. When choosing the right colors for a brand it is essential to acknowledge that colors play a major role in how brands are perceived. Keep the psychology of color in mind-- warm tones like red or yellow convey energy or excitement, while cool tones like blue or green deliver trust and calmness. Typography is also a major factor in buyer perception of a brand. Modern fonts may convey sophistication while bold bubbly fonts appear more playful or approachable. A logo is the symbol of the brand and how people will recognize it and differentiate it from competitors. The design should be simple yet memorable, ensuring easy recognition across different platforms and sizes. Every element, from social platforms, websites, and packaging, should be cohesive to the brand’s visual identity.  

4. Share Your Brand’s Journey

   
   

Sharing your brand’s story makes the brand seem more personable. It also showcases the work behind the product or service. One way to share the brand’s story is by adding an “About Us” page on the business website that showcases the history of the business and the inspiration behind it. Additionally, sharing behind-the-scenes content such as workplace culture and product development process on social media platforms will make your audience feel like a part of the team.

5. Interact and Adapt 

   
   

After establishing an online presence on various social media platforms, it is important for a brand to engage with their audience. This might look like responding to comments, participating in meaningful conversations, or even going “live” to interact with people in real time. Engaging with your audience fosters loyalty between the business and the customer. It also serves as a great line of direct feedback for insight into how people feel about your brand.  

Adapting is important for a brand to stay relevant and effectively connect with its audience. Social media changes daily, what might be trending today, might not be tomorrow. That is why it is important for brands to be accustomed to not only platform updates, but to also be in tune with recent social media trends.  

Establishing a strong brand persona not only differentiates your brand, but it allows your brand to make human connections that ultimately leads to brand loyalty. A brand persona is all about understanding your audience and curating an identity that works together to shape an authentic presence.  

For more blogs like this, visit Meeman 901 Strategies.