The Art Of Creating Memorable Brand Personas

The Art Of Creating Memorable Brand Personas

Creating memorable brand personas is more than just the text on a business card or website. To create a memorable brand persona, you need to consider all the different facets of your brand—from how you present yourself in blog posts and social media to your website copy and even your business card design. 

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In this article, we’ll discuss seven steps to creating a memorable brand persona that will help you develop a clearer overall vision for your brand and gain deeper trust with customers. In addition, we’ll cover some online tools that can help you make the most of your brand persona creation process.

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Step 1: Identify The Key Differentiators For Your Niche

Once you’ve established your brand with a solid foundation, you can start identifying the differentiators that make you unique. These are the things that your customers will remember and value about your brand. Your key differentiators serve as a foundation for your brand identity and should be represented in all aspects of your marketing. 

Once you’ve identified your key differentiators, you can begin to shape your brand identity. Your key differentiators should be easy to communicate and be represented somewhere in your marketing—whether in the form of a logo, a slogan, or a product name.

Step 2: Map The Human Touchpoints For Your Product

To create a memorable brand persona, you need to map out the human touchpoints for your product. Your product may be used to solve a problem, provide a service, or be an exciting technology piece. Regardless of your product’s existence, you need to consider what the user experience should be like and how you can make the process easier for your audience. In mapping out the human touchpoints for your product, you should consider the following;

    • The problem your product was designed to solve
    • How can you make the customer experience better
    • The features your product provides
    • How can you encourage the customer to use your product
    • The types of people your product is designed for
    • How you can position your product in the marketplace
    • The pricing for your product
    • Who is your target audience is
    • How much you spend on advertising
    • How do you measure the success of your product

Now that you have a clear idea of who your audience is consider what experiences they might have and what would make your product memorable. You might have a clear picture in mind of a person who is likely to be interested in your product, but you don’t know what will make them remember you. This is where you need to start. Once you’ve got a sense of what will make your product memorable, you can develop ideas for blog posts, social media, and marketing collateral, like your business card and website. Remember: your key differentiators, your target audience, and their experiences are all intertwined.

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Step 3: Identify Key Performance Indicators (KPIs)

Using your key differentiators and human touchpoints, you can create key performance indicators (KPIs). These are the metrics you’ll use to determine your product’s performance. The metrics should be:

    • Measurable (i.e., there’s a clear way to determine how much you’re improving as a result of your efforts)
    • Realistic (i.e., it’s something you’re able to track easily, and the results should make sense)
    • Tangible (i.e., it’s something that can be felt or seen)
    • Accurate (i.e., the results should be fairly straightforward to calculate)
    • Actionable (i.e., you’re able to take specific action based on the results of your analysis)
    • Tracks change over time (i.e., you’re able to see how different variables impact results)
    • Integrated (i.e., it fits within the overarching goals and objectives of your marketing plan)
    • Measurable (i.e., there’s a clear way to determine how well you’re performing)

With a sound understanding of KPIs, you can consider best positioning your product in the marketplace. The better you understand your key product metrics, the better you’ll determine how well your product is performing in the marketplace. 

In considering KPIs for your product, you should also be thinking about how you’ll track and analyze your results. Your marketing team should have a clear idea of how they’ll track and analyze all the data stemming from the different marketing channels you’re using—social media, SEO, or content creation for publications like blogs and magazines. 

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If you’re just getting started, try using a tool like HubSpot to get all your marketing communications (i.e., everything from social media posts to email marketing) under one roof. This type of centralized database makes it much easier to track and analyze all your marketing efforts—ensuring you hit your target audience with the appropriate messages and get the most out of your marketing dollars.

Step 4: Set Up Regular Reflections

Setting up regular reflections is essential in creating a memorable brand. As part of your reflection process, you must consider what you’ve accomplished and how you can grow your business. What worked well? What could you do better? The key is to pick something you’ve done that you’re not particularly proud of and examine it with a fresh set of eyes. This will help you identify the mistakes you made and the areas you need to revisit.

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For example, you might realize your social media strategy was ineffective because you didn’t target the right audience—or you found the perfect niche and ran with it but didn’t develop the right strategy to make the most of it. Whatever your mistakes, there’s always something you can learn and apply to future endeavors. You need to look at your past to ensure you don’t repeat it while also considering all the changes that have occurred since then.

Step 5: Create A Brand Voice

Your brand voice should embody your brand’s overall message and the individual voices or styles of your products or services. Building a brand voice entails creating the impression in the mind of your customers, potential customers, and other stakeholders that you’re a confident, authoritative, and consistent marketing voice. 

Your brand voice should be easy to understand and memorable so that your target audience knows exactly what you’re trying to convey when they hear, read, see, or experience your brand. Your brand voice should be unique to you and your company so that customers know exactly who’s behind the messaging. Your brand voice should be supported by the following:

    • Logos
    • Colors
    • Fonts
    • Bold
    • Italic
    • Shade
    • The style of your marketing materials, like your website, social media posts, and advertisements
    • Your pricing (i.e., announcing a new price or a discount, etc.)
    • Your tone of voice—how you present yourself online, through social media, and even in business conversations
    • Your advertising (including your billboards, bus stop ads, and digital banners)
    • The design of your business card and letterhead
    • The type of person you are
    • The style of your website
    • The style of your product packaging

Once you’ve got a clear idea of your brand identity and the key differentiators for your business, you can start to craft the individual voices that will help your customers remember you. This might be as simple as changing the wording on your website’s homepage or social media posts—or it could be as involved as designing a logo, color scheme, and even a new marketing flyer. 

Remember: your brand voice should be accessible through all marketing channels—whether social media, SEO, or even a meme or witty saying. You should strive for a harmonious marriage between your brand’s identity and the individual voices of your marketing materials—ensuring a cohesive whole rather than a cluttered appearance. When communicating your brand identity, always ensure your sound matches how you look—because, ultimately, that will persuade people to buy your product. The better your brand voice, the better your overall marketing strategy will be received by customers.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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