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.
