Strategies To Find The Perfect Brand Persona

A brand persona is the exact personification of your business; it is the story you wish to narrate to your customers to make them hit the purchase button. Building a brand requires the strength to influence new thoughts and visions in customers' minds. Your brand's selling point lies in the exact message you wish to impart from it.

What can the word "brand" signify apart from a mere logo? Brands are not just mere logos; in the age of social media, a person can also be a brand. The best example to support the above statement is the Kardashian family, who created their brand value through their decade-long reality show. They have used their name to launch media, cosmetic lines, perfumes, clothing, spinoff shows and more.

Your brand persona is the heartbeat of your brand. It resonates with your brand's ideologies and purpose. Just as one establishes a connection with a human, a brand crafts a connection with potential buyers through its distinctive message, quirks and unique selling point (USP) to attract a vast clientele.

In short, a brand persona humanizes a brand and allows your users to form a genuine connection with the brand. Brand persona companies are not just limited to marketing the set of values that your brand provides; they work for the overall growth of brands across a broader spectrum like your website design, the colours you choose, visual style, and many other intangible and tangible elements that shape your brand website.

What comes to your mind when you think about today's leading brand in the consumer market? Apple Inc. Yes, Apple has a trendsetting brand persona marketing strategy that goes with an innovative, sleek, and minimalist design. Yet, its main focus is to resonate with millions of customers worldwide without language barriers.

What’s Trending:

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Lamborghini's Iconic Logo Gets a 21st-Century Makeover!

Lamborghini is taking a new direction towards decarbonization and sustainability to redefine its image in the luxury car market. The recent logo redesign symbolizes the company's renewed commitment to eco-friendly practices and innovative approaches to manufacturing.

Brand creativity aligns with a brand's values. It features engaging storytelling and imagery that resonates emotionally with audiences and showcases the product attractively.

Nike

Nike's brand creatives are globally renowned for their powerful and inspirational portrayals of athletes conquering challenges and pushing boundaries. The legendary "Just Do It" campaign epitomizes motivational messaging, deeply resonating with consumers and compelling them to take action toward achieving their aspirations.

For nearly three decades, the iconic slogan "Just Do It" has resonated with people
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Nike's new campaign features a captivating film starring Serena Williams, "Voice of Belief," which showcases their impressive creative work.
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Apple

Apple's brand creatives are indisputably recognized for their sleek and minimalistic designs, emphasizing the elegance and innovation of their products. Through captivating visuals and simple yet powerful messaging, Apple captivates consumers who appreciate quality, style, and sophistication, arousing their curiosity to explore the world of Apple products.

Apple's former slogan, "Think Different," was a powerful call to embrace innovation and individuality.
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A campaign that evolved into a prodigy, the "Shot on iPhone" campaign was a marketing initiative by Apple that highlighted the photography capabilities of its iPhone devices.

The "Shot on iPhone" campaign’s snapshot posted by Apple featuring the pop star Selena Gomez for her music video.
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By highlighting that a professional-grade music video can be shot using an iPhone, Apple reinforced the message that their devices are not only for capturing everyday moments but are also capable tools for professional-level creative projects.

Coca-Cola

Coca-Cola is an expert in creating emotionally resonant brand creatives that evoke feelings of joy, nostalgia, and unity. Their holiday campaigns, epitomized by the beloved "Holidays Are Coming" commercial featuring the iconic Coca-Cola truck, have become cultural touchstones eagerly anticipated by audiences every year.

Coca-Cola’s bottle prototype from 100% plant-based materials.
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Dove

Dove's brand creatives are empowering and inclusive, challenging beauty standards with authenticity and positivity. Their groundbreaking "Real Beauty" campaign celebrates the diverse shapes, sizes, and ethnicities of real women, inspiring confidence and redefining beauty ideals with authority.

Dove introduced the "Beauty is Everywhere" concept and implemented it across all platforms.
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• About 81% of consumers consider building brand trust before purchasing a brand.

• About 77% of consumers prefer shopping with brands they explore from a social media account.

• Another important factor for brand consumers when purchasing is the brand's CEO and the employees.

• More than 55% of a brand's impressions are visuals, and there are more than 10k branding agencies worldwide.

• GenZ users use social media like Instagram to explore brands, which has raised the role of social media influencers in marketing brands on a small and large scale.

• As per Interbrand, Apple is the most researched brand in 2023.

• The value of this megabrand is more than 408 billion solely for its logo and brand name.

• Brand Directory states that Tech brands have a total brand value of over 1.3 trillion dollars.

Demographics and Psychographics

Demographics such as age, ethnicity, gender, and related factors provide valuable insights into the audience's makeup. However, it is equally essential to delve into psychographics, which provide a deeper understanding of the audience's values, beliefs, and similar aspects.

Behaviours and Decision-Making

Hobbies, TV shows watched, brands purchased, and similar factors are all classified as behaviours. Decision-making pertains to whether the audience members themselves make the decision to purchase your product or service or if someone else does it on their behalf.

Pain Points and Problems

These factors are related to the issues that affect the audience's emotional state, including money, time, and ease of use. Problems are the issues that your product or service can solve, which the audience may or may need to be made aware of.

Sources and Engagement Levels

Information sources are the means through which the audience acquires knowledge that can influence their purchasing decisions. Engagement levels refer to the degree of interaction your audience typically has with your brand.

Attitude and Outcomes

These factors represent the specific attributes of your product or service that are of significant importance to the audience and provide advantages to them.

Features

These factors relate to the specific attributes of your product or service that are particularly important to your audience and the benefits that are provided to them.

The brand persona you create markets your products and enhances your brand's reputation. Scaling becomes easier, and you can easily differentiate your brand from your competitors. Brand persona companies develop a voice of the brand and allow them to reflect their own story and form an emotional connection with audiences.

To understand better, we should keenly observe the reasons why creating a brand persona marketing strategy truly matters:

An Emotional Brand Connection

Establish an emotional connection with your audiences through your brand story. The thoughtfulness you put into marketing your brand wins customer trust. The target audiences always differ; for say, there is a wide audience pool for street fashion and a wider pool for luxe fashion.

Set an Ideal Brand Tone

The brand tone you wish to impart establishes your brand's marketing strategies. Your brand can incite a sense of security or sophistication. Businesses must ensure their branding and marketing strategies are in sync to achieve the right brand tone.

Fuse your brand story with the best visual elements

Almost 90% of the information that a brain processes is visual. Thus, a brand's visual experience is the key to impacting potential customers' minds.

Logo Design

The most important aspect of a brand persona is the logo design that signifies your brand. To explain better, a playful brand persona should have a vibrant logo full of colours. The more sleek your logo is, the more customers you attract.

Logo design template for business professionals
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Colour Palette

The true sense of connection for the human eye is the colour contrast witnessed; colours create an emotional connection like the colour red imparts strength, and the colour green imparts a sense of clarity to your brand. Muted tones like grey and blue signify a sense of sophistication and calmness to your brand.

Colour palette as an important visual element of branding
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Imagery and Photograph

Photography and imagery play key roles in branding, fostering a strong connection with your brand.
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The images used in your brand also hold importance; the choice of imagery should always resonate with the rest of your brand's values.

Personality Insights

Personality insights are like secret weapons that help you understand your customers better. They can help you figure out what they like and what they don't. It's all based on how they talk, like their personality, needs, and values. With this data, you can create super personalized stuff, like messages and campaigns, that will make your customers go, "wow, this is exactly what I need right now."

Online Searches

To optimize your online presence, it is important to understand your audience's habits. This includes when they are most active, how they connect online, what kind of content they like to share, and how they interact on different social media platforms. By exploring these habits, you can identify the best ways to reach your buyers through the channels they prefer during their active periods and with the most relevant content. This will help you to improve your location and content strategy.

Consumers' Trusted Brands

Identifying trusted brands, whether your own or a competitor's, is crucial in understanding consumer interests and tastes. This is especially true if a user has expressed interest.

Influencer Campaigns

Your best allies for marketing campaigns are the people who have the most influence over your potential customers. Gathering this data can give you reliable and realistic insights that you can use to create highly segmented influencer campaigns, as well as industry-favourite strategies such as influencer marketing.

You must ensure that your marketing strategies are in place to create a strong brand presence in the market. You have to aim to stand out in the crowd of competitors. You must use the latest marketing strategies based on the ongoing trends to connect with your audiences. For example, the current trend for many retail brands is using CGI campaigns or videos in modern AI-infused ways to gather more audiences. The use of headless CMS has also triggered the rise of providing an omnichannel experience, which can help store data in packets to represent across multiple channels effectively.

Most purchasers in Canada and the USA do not just consider the price tags or appearance of the service or the product; they scroll through the entire brand story before hitting the buy button. Earlier, the brand belonged to companies focused on shaping, growing, and monetizing a brand.

Introducing TBS 2.0

The Beer Store (TBS) is one of the leading alcohol providers in Canada. Tru’s digital transformation services, such as SEO and organic Marketing, Website Development, App development, PPC advertising, programmatic ads, and more, have impacted their brand and taken their revenue numbers to skyscraping heights.

Now, the tables have turned, and the consumers demand experiences before buying. The last two years were the year of the Metaverse, wherein brands switched to the Metaverse to market their collections. The Gucci Metaverse created a Metaverse and NFT collection to sell their virtual collections. This year, the demand is directed toward a meaningful customer experience boosted with a futuristic tech stack like artificial intelligence for customers. Brands should have a unified brand strategy to connect with their customers and build a strong brand community.