Your brand persona represents your brand that will help you create the right voice for your marketing. The way you speak and interact with customers should align with what you want them to think about when they hear from your company. If there’s no consistency between how people interact with your brand, it’ll be not very clear for your customers! This blog post talks about developing the perfect Brand Persona and finding the right tone of voice for all of your marketing efforts.

Developing a strong brand is an essential part of running your own business. To do this, you may need to create a Brand Persona or, as we also know them, Brand Personality.

But what is a Brand Personality?

Brand personality defines your company and the essence of its image in the minds of its customers. It is used as a guiding principle in designing marketing communications. Brand personality provides a way for companies to show how they really are, not just how they say they are. A brand persona assigning human characteristics to a brand (Aaker, 1997) is also known as anthropomorphization (Aggarwal & McGill,2012). A Brand Persona tells people what you stand for – your values, strengths, and beliefs. A Brand Persona is an extension of your company’s brand that creates a consistent perception and helps you maintain a distinctive voice with customers.

Historically, marketers have recognized five distinct personality types for brands.:

• Sincerity

• Excitement

• Competence

• Sophistication

• Ruggedness

This is just an example of the different alternatives. You can be creative when thinking about the personality of your brand.

Brand tone of voice

Once you have a description of this persona, you can design your brand tone of voice.

A brand’s tone of voice is the way they speak to their customers. It’s a reflection of who they are and how they want to be seen. The tone of voice for your company should match that of your brand persona. Your tone of voice will help you maintain a consistent image in the minds of customers and will create a distinct identity that can increase customer trust.

The table below gives an example of 7 different tones:

Laidback

Start-up

Formal

Friendly

Casual but professional

Sophisticated (high culture)

Authoritative

Again these are just examples; you can be creative with the tone you want for your company, what you want to represent. The more you develop your Brand Persona and Tone of Voice, the better. But it’s not an easy process, so if you’re struggling or need help with these two things, then please don’t hesitate to get in touch!