Brand Persona
This is a common term in ecommerce that is used to refer to the collection of a business’ personality attitudes, strengths, values, and traits. It represents human-like characteristics that customers can easily identify with and relate to. This term is not similar to brand identity, which is a cultivated image through visual brand elements like website design, fonts, colors, and logo. Nevertheless, a business’ identity should support and reflect the brand persona.
These are 5 examples of words brands could use to describe their brand persona:
- Exciting: Youthful, carefree, adventurous, spirited.
- Competent: Accomplished, a leader, successful, influential.
- Sincere: Genuine, family-oriented, friendly, kind.
- Sophisticated: Prestigious, elegant, pretentious.
- Rugged: Tough, athletic, rough, outdoors.
The Essence of Brand Persona
A brand persona is a company’s heart and soul. It communicates to consumers what an organization does and what it stands for. Therefore, an authentic and well-thought-out persona resonates with the target market of an organization and it develops positive emotional associations, trust, and loyalty amongst clients.
A brand persona also helps an organization to stand out in a crowded marketplace. Just like people, businesses have varying personalities—they do not connect with all clients the same way. Therefore, business owners should communicate and build a unique brand persona for their company in order to connect with relevant prospective clients.
If you need help honing in on your brand persona, check out our Ecommerce Branding Guide which will walk you step-by-step through your brand’s internal and visual assets.
