If you could describe your brand using a comparison with a public persona, would you say it was an attention seeker like Miley Cyrus, obnoxious like Donald Trump, inspirational like Elon Musk or happy-go-lucky like Katy Perry? One thing is for sure, your brand needs to have a brand persona in order for you to be able to answer this question.
A brand persona is, by a definition, the sum of characteristics and the personality of a brand. In other words, it is the way your brand communicates, sleeps, the way it takes its coffee, the kind of sport it does - all the things your consumers can relate to.
One main rule about a brand persona is that it needs to be consistent. Let's take Nike as an example. Their official company profile states: NIKE, Inc. fosters a culture of invention. We create products, services and experiences for today’s athlete while solving problems for the next generation. Furthermore, their mission statement says that they want to bring inspiration and innovation to every athlete in the world, with an indication that, if you have body, you are an athlete.
If we take a few steps back - their name, Nike is the name of the Greek goddess of victory and their slogan is Just do it! If we sum up all of these facts, Nike is a motivator - that is their brand persona.
Nike wakes up in the morning before you and makes you get up, put your shoes on and just run. And while at it, it makes you feel like a champion because just doing it is your little victory for today. In fact, one of their viral video ads is about an 86-year-old nun competing at Ironman. Their only message here is - anyone can do it! Just do it!
This is the continuity that each brand needs. It is relatable and understandable, as well as inspiring and motivational. The brand persona needs to stay stable in order to be able to live in a variety of worlds. The brand values need to appeal to a vast audience. This can be projected through some human traits that a brand can communicate via advertising. Nike, for example, is dedicated, courageous, perseverant. Everything Nike does has to fall within the frames of this particular persona. However, a well-thought and standing of firm ground, it can grow, i.e. you can build more complex parts of its personality. This is exactly why Nike is good for Zlatan, as well as your 13-year-old neighbour dreaming of becoming like Zlatan one day.
If you want to build a brand you need to create a strong brand persona, that your customers find relatable, as well as:
- know what you want
- be relatable to your audiences
- communicate what you care about
- define the characteristics of your brand and its personality
- never underestimate the power of consistency
Two very important and strong components of a brand persona are: brand language and brand story. Read more on those topics in the next few blogs.
If you need an advice, or help in creating your brand persona, don't hesitate to ask us at firstname.lastname@example.org.