There are many reasons why customers relate with brands, the same way have reasons for choosing the closest people in our lives. There are certain things about these people that you seamlessly connect to. It could either be a shared interest or passion, a belief or some other common grounds.

The same way humans have a personality, brands do too.

Every piece of communication that your brand has with a customer tells them something about your business. Each piece is a part of an overall puzzle. Audiences always know how to make sense of collective information. This is why companies need to purposefully and consistently communicate what they are all about.

With a brand persona, it is easy to do this, and in this article, we will go through the basics of a brand persona and why you need one.

What Is A Brand Persona?

A brand persona collects personality traits, values, and attitudes that your brand showcases regularly. Brand persona helps you to effectively connect to your audiences. This is because it enables you to identify various audience segments and helps them connect with your organization.

Just as humans have personality traits that make them likable or otherwise, each brand has a unique personality. In marketing, your persona is the foundation upon which the rest of your marketing efforts are built.

Your brand's persona will help audiences to create an overall perception of your brand. This will influence the way people feel about your brand.

When developed successfully, an organization's brand persona will help to correctly answer fundamental questions, such as;

- Who are we?

- What are we passionate about?

- What do we stand for? Etc.

Why Do I Need A Brand Persona?

Without brand personas, it is difficult for businesses to appeal to the needs of their target market. Moreso, without a persona, businesses may not recognize their target market.

A well-defined persona can go a long way in helping you build a great marketing plan. It also allows you to effectively target your value proposition to the right groups of prospective customers.

With a brand persona, it is easy to understand your customers’ needs and wants. This makes it easier to reach your target market and build strong relationships with customers.

Also, an authentic persona can help you to establish trust with users. This is a great way to maintain loyalty and turn customers into fans of your brand.

Benefits Of Brand Persona

Apart from these general benefits of a brand persona, there are some other specific gains. They include;

Differentiating Your Brand

There is no business without competition; it is the way life is. This is why businesses need to ensure that they find ways to differentiate their brands. Marketing is all about differentiation, and a great brand persona can help you build rapport with customers.

In most cases, customers make purchasing choices based on how much they trust and identify with the brand. A distinct brand persona can help you to effectively stand out from your direct and indirect competitors.

Showing The Real Benefits Of Your Brand

There are specific facts about your brand that customers look out for in a product like yours. Your brand persona can show customers all the juicy details they need to know about your offer. Your brand persona can also inspire customers to feel a certain way because they feel more connected to your product or service.

For example, think about Nike and the ‘just do it’ tag. It is a persona that inspires greatness and helps people seek to be the best they can be. The brand benefits from this persona because it suggests that they make the best possible products.

Keeping Customers Close

Long terms customers are people that keep coming back for your product or service. When it comes to keeping your customers close, your product or service's quality is never enough. This is why you need to gather data and use it to get close to your customer base.

Understanding customer data can help you understand the intentions and perceptions of your customer. A well-defined brand persona helps you communicate with your audience. This back and forth communication makes it easy to gather crucial information about your customers.

Prioritizing Leads

Customer targeting is one of the most important aspects of a business. You need to understand your potential customers and the best way to find them. A brand persona helps you to better target customers and get potential leads.

It is easier to find more leads when you target leads whose personalities align with your brand’s persona.

Reviewing Your Brand Persona

Creating a brand persona is not the last lap of the job; if anything, it signifies the beginning of regular work.

Your brand is like a baby, and over time, it is bound to change in some ways. This is why you need to plan to review and update your brand persona as your business changes and improves 

As your persona changes, you may also need to change your marketing campaigns and the type of content you produce.

Your brand's tangible and intangible assets are influenced by your brand persona at every point in time. A well-developed persona will help you build the best products and services every time. (In this case, "best" refers to the exact needs of your customers)

Rounding Up…

Marketing is not what it used to be. Back in the days, customers formed impressions about businesses by listening to what the business owners had to say.

However, these days, customers expect that every business would say great stuff about itself. Therefore, it isn’t really about what you say but about the aggregation of your actions.

For every action that brands take, an impression is formed in the mind of the audience. Therefore, a brand's personality refers to the overall perception of the brand in customers' minds.

This is why it is essential that you purposefully set out to create a stellar overall impression of your brand.

A stellar brand persona can help you to achieve fantastic results in your branding and marketing efforts.

In subsequent articles, we will go through the process of creating your unique brand identity.

Thank you for reading; we hope you learned a thing or two?