The Secret to Building Authentic Connections with Your Audience

In today’s competitive market, consumers don’t just buy products, they buy brands. They seek authenticity, relatability and emotional connections. That’s where a brand persona comes into play. A well-defined brand personality helps humanise your business, making it more engaging and trustworthy.

We are often drawn to, and remember people with strong, positive personalities. Using this psychology, personifying your business helps to connect with audiences in a more meaningful and memorable way.

Whether a brand purposely builds a persona, or one is created through chance, every brand will have a persona that it portrays. By purposely developing a brand persona, using one of the 12 archetypes above, we can develop a brand that communicates in the right way.

Create Consistency

A defined persona ensures your messaging stays uniform across all platforms from websites, social media, ads to customer service and right through to the person that answers your phone. With one of the 12 archetypes in mind, look to develop your persona across every touchpoint with your audience.

That’s just for consumer brands, right? Wrong, Brand Persona in B2B Humanise Your Business and Build Trust

In the B2B world, transactions are often seen as purely logical, focused on ROI, efficiency and bottom-line results. But behind every business decision is a person making choices based on trust, credibility and emotional connections. That’s where a strong brand persona comes into action!

A well-crafted B2B brand persona helps you:

• Stand out in a sea of generic corporate messaging.
• Build trust with prospects and clients.
• Create consistency across sales, marketing, and customer experience.
• Foster long-term relationships by being relatable, not robotic and memorable.

Where do you Start?

A good starting point is to think about the internal culture you are trying
to create and the brand archetype (personality) you are trying to express to your customers. Understanding your audience, especially the decision marker is key!

Do you share a brand persona with Harley Davison, ‘the outlaw’, The NHS ‘the caregiver’, Disney ‘the magician’, Cisco, ‘the hero’ or IBM, ‘the sage’?

Final Thoughts?

Creating a brand persona is also a good starting point in developing or refreshing your brand identity. It can create a defined direction, aid in tone of voice and can set you apart from the competition.

Remember harmonising your mission, vision and values, as well as your culture and personality, creates a brand with strong foundations. Could your brand persona be part of your unique selling proposition?