Building a Brand Persona with Analytics & Segmentation

Just like every person has a personality, so does every business.

An individual’s personality naturally influences how others will view them and interact with them. Your brand’s personality has the same impact on your audience. Believe it or not, but your brand’s personality directly affects whether or not a visitor will click a button on your website, fill out a form, or make a purchase.

Delivering the right marketing message always means understanding your audience and their needs. Your brand personality and brand persona will serve as constant reminders of who you are trying to reach.

How can you create a brand persona that compels your audience to stay and convert?

What is a Brand Persona?

A brand persona is a compilation of the personality traits, attitudes, values, and beliefs that your brand showcases on a regular basis to better relate to its audience. Brand personas give a literal face and voice to your business in the form of a recognizable and relatable character or idea.

A brand persona has the potential to create an authentic connection between your business and your customers. Successful brand personas also help your business better connect with your audience segment and form a lasting relationship. However, the opposite is true as well. A brand persona also has the potential to irritate, bore, or displease your target audience when they are poorly crafted.

Consequently, the best brand personas are created when a business first considers its brand in terms of its relationship to the consumer. Why? Because the personality traits, attitudes, values, and beliefs of your target audience tell you exactly what your customers want to hear and how they want to hear it. As a result, part of your marketing strategy lies in discovering your target audience’s personality and knowing the precise tone and voice needed to initiate meaningful customer conversations.

What Personality Trait Would Best Fit Your Brand Persona?

Well, it all depends on your customers.

Your brand persona’s personality will aim to elicit an emotional response from your consumers—specifically with the intention of inciting positive actions, whether that be interacting with your social media, leaving a glowing review, or making a purchase. Customers are more likely to purchase from a brand if its personality is similar to their own. There are five main types of brand personalities—do you know where your customers would fit in?

Sincerity: This is a down-to-earth brand personality that usually emphasizes family values, sincerity, honesty, wholesomeness, sentimentality, family ownership, handmade craftsmanship, or small town roots.

Excitement: This is a spirited brand personality that best appeals to those who love innovation, originality, and imagination. It is progressive, cutting edge, trendy, daring, and has a particular appeal to youth.

Competence: This brand personality emphasizes trust and security. This is best for brands that want to project their expertise and capability in their field. These brands want to be viewed as reliable, intelligent, and as successful leaders.

Sophistication: This is a brand personality that appeals to luxury, exclusivity, and class. These brands evoke upper-class glamour, femininity, and sophistication. Contrary to its initial impression, this brand personality doesn’t always mean a higher price, but a more stylish, refined brand experience.

Ruggedness: This brand personality emphasizes masculinity, toughness, strength, and the outdoors.

The Need for Analytics & Segmentation

The purpose of brand personas is to infuse your brand with a memorable personality. Your brand persona creates realistic representations of your target audience that they can relate to and connect with. As a result, these representations need to be based on customer research and analytics to build accurate customer representations. For this reason, your brand will need to research and understand your audience with data analytics, demographics, and even psychographics.

Demographic segmentation will categorize your audience by statistical data about: age, gender, income, location, family situation, education, ethnicity, etc. It is an important tool needed to divide your market in broad strokes and build audience profiles. Will your brand persona need to cater to an older or younger crowd? To married couples or single individuals?

Psychographic segmentation will categorize your audience by factors that relate to one’s personality or character, such as: personality traits, values, lifestyle, interests, motivations, priorities, and even conscious vs. subconscious beliefs.

Are your customers introverts or extroverts? Optimists or pessimists? Spontaneous or planners? Old fashioned or trendy? Learning your customers’ core personality traits, hobbies, behaviors, values, mental outlooks, and lifestyle choices will help you build a highly-effective, relatable brand persona that attracts your audience.

Do You Know Your Customers?

Your marketing strategies derive strength from knowing your customers. Is your business ready to create highly-precise marketing campaigns that truly connect with your audience and transform them into loyal customers? Sun Sign Designs will help you understand your audience and tailor your digital marketing tactics, so your business is the clear solution to your customer’s problems, wants, or needs. Contact us today for a consultation.