Why a good brand identity needs personas

What are (Buyer) Personas for?

By developing buyer personas, companies can better target their communication and marketing strategy and create a coherent brand identity that resonates with potential customers. (Buyer) personas are stereotypical representatives of a company's ideal customers. Through them, the company and its employees gain a better view of the target customers' demographic characteristics, needs, and measures of success. Across all departments, the use of personas promotes understanding of the target group. 

What is a brand identity?

Brand identity plays an important role in how customers perceive a brand. When we think of brands like Red Bull, Apple, or Mercedes, an image immediately forms in our minds. These brands have a successfully established brand personality that shapes their communication. With the help of a brand personality, a brand is given human characteristics. Recommendations for action and advertising messages are derived from this. Or to put it another way: How would a brand be described if it were a human being?

An example: Imagine what it would be like to have dinner with the Mercedes brand. And then imagine dinner with the Flixbus brand. Do you notice the differences?

A strong brand identity is critical to building customer trust and motivating them to buy. However, if a brand is inconsistent or its messages fluctuate between different channels, this can lead to confusion among potential customers. This reduces their willingness to spend money on the product or service.

Brand personality and personas - a strong team

Brand personality is necessary to create an emotional connection with customers and meet their expectations. A strong brand personality enables the marketing team to develop and communicate consistent messages.

When building such a brand personality, it is important to consider the values and interests of the target group. This is where personas come in, because they help to better understand the needs and preferences of the target group. By looking at the world from the perspective of their ideal customers and speaking their language, companies can create a deeper connection with them - which ultimately leads to stronger customer loyalty and more sales.

It is important to note that people and their values can change over time. Therefore, brand identity or brand persona should be flexible and able to adapt. Likewise, personas need to be updated regularly.

For a successful brand identity based on personas, it makes sense to continuously conduct market research and keep an eye on customer needs. With the Persona Profiler you can generate suitable data-driven personas for your use case even without your own market research.

Conclusion: Strong brands thanks to meaningful personas

A strong brand identity is essential for the success of a company. The development of such a brand identity is based on a profound knowledge of the target customers. Therefore: Use personas to sharpen your brand identity. This way, you can target your content to the needs and interests of your target group and communicate your brand messages more effectively. In addition, the use of personas provides a basis for product development, as you can better understand the specific wishes of your customers.