A brand persona is the purest representation of your company. This entity can come in the form of a young female professional who exudes confidence and showcases mastery of her craft, or an older veteran male whose charisma and paternal warmth charms your customers. It could even be a three-headed dragon that speaks in riddles—whatever you believe best suits the soul of your business.

However you choose to imagine their appearance, what makes a persona unique is the values by which they live, the voice with which they speak to your audience, and the personality you believe your brand has. In short, they are an avatar of your business (and no, not the element-bending type or the blue alien type.)

Okay, so what does a persona do?

To put it simply, when you write out social media posts asking your customers to avail of your goods, it is your persona that is talking. When your employee answers the phone to address an inquiry, it is with their voice and mind that they speak. Or, at least, that’s how it should be.

Your persona is the guiding spirit of your branding marketing. It determines how you speak, the language you use, and even the aura you project when it comes to advertising your business.

Without it, your communications from post to post, ad to ad, and even conversations with clients will be inconsistent. And that means one thing: the people who you want to buy your product or service won’t even know who you are!

If you think this sounds important, you’d be right.

We’d go as far as to say it’s essential for generating interest for your business, building trust and enthusiasm for your brand, and solidifying your corner in the industry.

Now you’re probably wondering how to get started on your persona.

Must be easy, right? It’s just an imaginary person, after all! Well, in some instances, yes, it’s easy. Especially when you have a grasp on who you are as a brand, where you want to go with your business, and what you don’t want to be. Considering a persona is essentially the personification of your business, that person must come with traits, quirks, interests, and even dislikes.

Anyone can make a persona, but the mark of an effective one is how clear they are in terms of identity, and how that translates to how admirable or inspirational they are, or even how relatable they seem.

At the end of the day, your persona is a tool for fostering meaningful connections, while developing your identity as a brand. And a business without a persona? It’s kind of like a human without a soul.

Want to develop your own brand persona? Send us a message and let’s talk about it!