How to Find Your Brand's Personality

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Creating a brand persona can help you reach your ideal target audience and expand your business, whether you're starting your own business, rebranding, or want to become a social media influencer. Kris Jenner will show you how.

 

What Exactly Is a Brand Persona?

A brand persona, also known as a brand personality, is a marketing strategy in which human personality traits are assigned to a specific company brand name via an idea, person, character, or mascot. A good brand persona aims to match potential customers' buyer personas to the product's brand identity, resulting in a strong brand-associated customer base.

 

Why Do Brand Personas Matter?

Brand personas bridge the gap between your company and the customers you want to reach by inventing a personality to which your ideal customer can relate. Especially if you own a small business or a startup, the messaging you use can be an effective tool for reaching out to specific audience segments and pique their interest in a new product. A brand voice will emerge even if you don't have a brand strategy.

 

5 Types of Brand Personas

Consider brand personas to be human archetypes, attracting customers who have positive associations with a specific persona because it matches their own demographic. The following are the most common types of brand personas:

1. Competence: If you are drawn to accomplishment and success through hard work, leadership, influence, and knowledge, you may relate to competence.

2. Excitement: A youthful, carefree attitude, adventure, and a free spirit are characteristics of an excited target audience.

3. Ruggedness: A rugged person enjoys the outdoors, toughness, athleticism, roughing it, and a do-it-yourself mentality.

4. Sincerity: Sincere customers value kindness, family, friends, nurturing, thoughtfulness, and empathy.

5. Sophistication: If you identify with sophistication, you value style, elegance, prestige, and wealth.

 

9 Examples of Brand Personas

Brand personas for major corporations can be found almost anywhere. Here are a few examples:

1. Disney: As encapsulated by Disneyland's tagline, "the happiest place on Earth," the Disney brand persona promotes wholesome family fun, excitement, and sincerity. The Disney marketing team only approves messaging to a family-oriented target market that is positive, friendly, and fun. Learn more about the value of brand from Disney CEO Bob Iger.

2. Good American Fashion: Khloe Kardashian cofounded Good American Fashion, which celebrates and manufactures clothing for women of all body shapes. Good American's brand persona is sincerity and inclusivity, and it arose from Khloe's frustrations with finding clothes that fit her shape and style.

3. SKIMS Shapewear: Kim Kardashian was inspired to create SKIMS for women of all shapes and sizes after struggling to find comfortable shapewear. Kim claims that "having that perfect first layer" makes her feel more confident and encourages her to experiment. This brand is driven by excitement, sincerity, and sophistication.

4. Poosh: Kourtney Kardashian's lifestyle website promotes products, recipes, and advice inspired by her personal experiences and commitment to wellness. Poosh is a nickname she gave to her daughter, and the website promotes sincerity, sophistication, and excitement.

5. Safely: Kris Jenner's participation in this plant-based cleaning product line was inspired by her love of cleaning and desire for natural ingredients. The line encourages honesty and competence.

6. Kylie Cosmetics: Kylie Jenner turned her cosmetics company into an extension of her personal brand by modeling her own products and marketing on social media with her existing fan base. Her brand embodies energy and sincerity.

7. Halfway Dead Clothing: Rob Kardashian's clothing line, Halfway Dead, celebrates life by describing it as "the balance of all things: happy and sad, winning and losing, life and death." The brand persona is a mix of excitement and toughness.

8. Spanx: Sara Blakely founded the Spanx empire in her apartment, and the brand persona reflects this. Spanx continues to dominate the world of women's hosiery, sophisticated but with a sense of humour, trailblazing but sincere. Get Sara Blakely's product marketing advice.

9. Starbucks: Starbucks relies on social media digital marketing to reach a wide audience. Sincerity, accessibility, friendliness, sophistication, and a sense of adventure are all part of their brand persona. Former Starbucks CEO Howard Schultz discusses leading a values-based business.

 

8 Tips for Creating a Brand Persona

Kris Jenner and the Kardashian-Jenner family have risen to prominence as a result of her branding expertise. Kris's top tips for developing a brand persona are as follows:

1. Be truthful. Kris believes that being honest and sincere about your brand builds trust between your company and its target audience. "Be honest with yourself. "Be the best version of yourself that you possibly can," Kris advises. "If you want to create something that isn't truly true to yourself, people will notice right away. The beauty of what I do is that 'Kris Jenner the brand' and 'Kris Jenner the person' are almost identical."

2. Be persistent and patient. Allow yourself enough time and make necessary adjustments to see progress. "Never give up! "It may take some time to get off the ground," Kris says. "It does take some time. And it does change. And it does require some adjustments. You must be willing to pivot and change direction on occasion."

3. Be precise. Spend time thinking about what you want your brand to be. "Monetizing a personal brand requires a lot of hard work and determining what you're going to sell," Kris explains. "So you have to be very careful about what you put out there in the world and what everyone desires and wants to see from you."

4. Find brand collaborators. Kris works with a number of companies whose products she uses and enjoys. "The best way to find a collaboration for a brand is to go after something that you admire," she says.

5. Discover your passion. Kris believes that knowing what you enjoy doing is the most important factor in determining where to begin. "I believe that if you really want to create a brand and figure out what your story is and where you want to start, you have to look inside yourself," Kris says. "Take some time to consider what truly makes you happy—what you adore."

6. Know and connect with your target audience. Your brand messaging will be determined by your target audience. "That's something that hopefully a lot of thought went into before you started with your brand, so you know who you're talking to," Kris says. "Once you've identified your target audience, you must work hard to connect with them and increase engagement."

7. Social media is critical. Use social media to "find consumers—other like-minded people who are engaged with brands similar to yours," as Kris explains. Engage your own followers by requesting their assistance in spreading the word, and send your product to friends and family and ask them to share it on social media. If you can become an influencer, you will increase your target audience while also enhancing your brand."

8. Use a vision board. Kris enjoys creating vision boards to help her focus on her goals. "I believe that anyone who wants to start their own personal brand should start working on a vision board as soon as they figure out what their story is," Kris says. "Who you want to talk to, who you're focused on, who your audience is... slowly mapping out where you want your message because there are so many options today," your board might say.

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