What Is a Brand Persona, and Why Does Your Business Need One?

Savvy small business owners recognize the need to differentiate themselves from their competition, and establishing a brand persona is one way to accomplish this goal. In a competitive marketplace, customer loyalty is essential, and 56% of consumers stay loyal to brands they identify with.

Businesses that lack an outward personality are bland, faceless, and unappealing. By establishing a persona that positively resonates with your customers, you’ll give your brand a competitive edge. 

Tips for Creating a Brand Persona

Before you start developing a personality for your business, think about the demographics of your customer base. Gather as much background information as you can about their average age, income, where they live, etc. The more details you have, the better off you’ll be. 

Crafting a brand persona also requires some creativity. Imagine if your brand was a person. Jot down some characteristics you want people to perceive when they think about your company. 

  • Are you friendly, down-to-earth, funny, dependable or edgy?
  • What style does your brand prefer? Are you traditional and buttoned-up, or do you tend to be more laid-back?
  • How would your brand relate to others? Do you take a more serious tone, or are you playful and humorous?

Always Be Authentic 

As you work through this exercise, remember that your brand’s persona should closely align with your company’s mission, goals and values. If there’s a mismatch between your outward-facing personality and the customer experience you provide, it will ring hollow. 

For example, if your target audience is large corporations and your social media posts mostly consist of jokes and memes, you run the risk of looking unprofessional and inauthentic. However, publishing funny, frivolous content would be appropriate for a business that focuses on entertainment or leisure.

You should also consider your message and the language you use to convey it. If you’ve done your homework and determined your target audience skews mostly younger, it’s probably OK to take a more casual or lighthearted tone with your marketing.  

Finally, remember that even the most carefully crafted content is irrelevant if nobody sees it. To that end, meet your audience where they are. If you’re running an online ad campaign targeting Baby Boomers, Facebook is likely to give you the most bang for your buck, but if you’re hoping to expand your brand awareness to Gen Z, you’ll probably have more success on platforms like TikTok and Snapchat. 

Your Digital Marketing Partner

Building a distinctive brand persona is only one component of a complete online marketing strategy. That’s one reason you could consider outsourcing your marketing to an expert team

At Salesboxer, we are a woman-owned business with decades of combined experience in digital marketing and advertising via social media, email, and SEO blogging. Rely on us to help you share your success stories with a broader audience. Reach out today to ask about our package options or learn more about what we can do for you. 

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