In this article you will find more information about actionable buyer personas. On behalf of Traffic Builders, I am regularly involved in the development of market analyses, customer profiles and therefore actionable buyer personas. I always get very enthusiastic about it. The insights and principles reveal promising touchpoints , feed creativity in a multidisciplinary way and give relevance and direction to the content and advertising campaigns of our clients.
Inside-out: brand personality
A brand personality or brand persona is a collection of personality traits, attitudes and values that your brand regularly expresses and demonstrates to connect with target groups.
The brand persona, as a 'brand personality', defines the way in which the brand communicates and interacts with prospects and customers on a regular basis, at every touchpoint.
From shared properties to recognition
Your brand personality is above all a metaphor for the relationship with your target group. Central is what binds you, where you overlap. Your brand personality must therefore consist of a combination of various human values and characteristics.
A promising brand persona is one – from the target group’s perspective – ‘that you can almost visualize as someone you know’. Your target group should see a kind of mirror image of themselves during contact moments and interaction with your brand.
girl looks in mirror.
Such a brand personality makes it possible to really resonate with the personality of your target group, because they recognize themselves or the best version of themselves (and therefore also their ambitions) in you - the brand. That is why you should first have a detailed buyer persona (building block 1)!
5 basic flavors for your brand persona(lity)
Historically, brand personas have been categorized into five “flavors,” based on human behavior. If you’re new to working with a brand personality to strengthen your brand identity, the list below is a useful place to start.
Refined : This personality exudes elegance, style and prestige.
Caregiver : This caring personality is empathetic and kind.
Enthusiastic : This lively personality is open to many things and easily goes on adventures.
Competent : This persona is an influential, intelligent leader who can help or persuade users to act.
Robust : This more muscular personality is athletic, dynamic and tough.
More options: fire archetypes!
In addition to the above-mentioned 5 personas, there are more possibilities to give yourself a (for target groups recognizable) personality with matching characteristics, features and tone of voice as a brand. The Brand Archetypes model of primarily Carl Jung, designer of modern psychology, is extremely suitable for this. More about this later in this article. First, let's continue with brand persona.
How do you build the brand persona(lity)?
With sound target group knowledge as a starting point, you take a good look at yourself as a brand and look for what overlaps or complements each other well.
A brand personality is a combination of elements. You can bring these elements together in a layered way.
pyramid brand personality
( source )
Follow the steps below.
1. Brand Pillars
First, form keywords that are very representative taiwan telegram data of your brand. Your brand pillars, so to speak. Three to four words can be enough. Coherence does not have to be there immediately or necessarily. Think carefully about what your brand stands for or wants to stand for, about what the appearance should be. That must be highlighted.
The Brand personality framework (Aaker, 2001) can help you with this. Do you perhaps recognize your own (favorite) brand already?
Brand personality framework Aaker, 2001.
( source )
Also, in this phase, try to shape the actual visualization of your brand. What would the brand look like if it were a person? Or maybe it is an animal, an object?
2. Essence of your brand
Describe the essence of your brand. That which truly defines your brand at its core. Again, do this in just a few words.
