Get to know Brand Persona and its Important Role for Business

Brands have a very important role in product development. A successful business is usually inseparable from the success of a brand in managing its marketing strategy. You may be building a brand from your business product. Until now, brands also have trends that continue to change from time to time.

There are many perceptions that someone believes in building a brand. However, basically the goal of brand management must be to represent the vision and mission of a business. Quoting from 99designs, here is Johnny Levanier's opinion regarding brand persona for a business.

Brand Persona vs Brand Identity

Both brand persona and brand identity define brand uniqueness through visual attributes. At the same time, brand identity is a comprehensive term that includes all assets that represent a brand such as the logo, website, typography and color scheme. Brand persona becomes another visual asset that is in line with brand identity.

Brand persona refers more to an avatar image as a brand visualization. Brand persona will create the tone of voice of a brand as a literal character. However, brand persona also does not mean mascot. Even though they both create unique characters as the face of a brand, they cannot replace each other.

How to Create a Brand Persona for Your Business

The importance of a persona can determine which elements are interrelated when you build a brand. To be able to create a brand persona, here are the steps you need to take.

1.   Create a brand with a clear strategy

This is of course obvious, but a brand presence must be built so that you can articulate a clear strategy. Developing a brand strategy is not a clear process because not everything can be controlled. There is a perception that results are different from expectations, so you need to reorganize your brand management.

2.   Build the personality of the brand you are creating

No matter how useful a strategy is, the impression of a brand will still feel calculated rather than personal. For this reason, you need to determine humanistic characteristics that are in line with the brand representation you want to create.

A brand's personality can appear as sincerity, competence, sophistication, excitement, or ruggedness. These five personalities emerged from Jennifer Aaker regarding the dimensions of brand personality.

3.   Evaluate the brand's relationship with customers

A brand is formed from perceptions that arise from customers regarding the business, customers and the brand itself. For this reason, it is important to get an accurate persona to be able to consider the brand and its relationship to customers.

4.   Create a profile of the desired persona

After considering these things, it's time to personalize the profile of the brand you create. From the abstract behaviors that have been described, start to turn them into real personas. You can even create visualizations in the form of general details such as giving your name, photo or illustration, age, hobbies, personality type, and even foods you like or don't like.

5.   Don't copy, build your own brand

Until now, many brands have attempted to build personal relationships with customers. However, these hard efforts often seem forced and do not appear naturally. This is like imposing a teenager's way of speaking on a school principal.

Creating a brand persona is not the same as imposing values ​​on customers. You still have to think about the same starting point for starting a brand with the beginning of customers being interested in your brand. That way, a personality will be formed that is more personal and remains targeted.