What is brand awareness and how can you use it to grow your business? (Free infographics)

When you’re posting to social media, sending emails, or creating blogs — are you thinking about who you’re communicating with?

Your audience gets a little bit of insight into your brand with every piece of content you share and will determine your value based on this insight; this is part of your brand persona.

Copyright Lauren MacNeish

Your brand persona allows you to advertise in a whole new way; you can strategically change the minds of consumers just by thinking about the personality you are using in your content and communication. Having an authentic persona for your brand proves to have a positive impact on sales and client growth.

I’ve put together five key steps that can help you to figure out how to develop your brand persona, but first, let’s take a look at the five main personas.

The five main personas

There are five key brand personalities, and although they can be fluid, they are a good place to start when deciding on your business voice:

  • Sincere: honest; down-to-earth; wholesome; cheerful
  • Excited: daring; spirited; imaginative; contemporary
  • Competent: reliable; intelligent; successful
  • Sophisticated: glamorous; charming
  • Rugged: athletic; tough

Step #1: Know your audience

Your brand persona helps you to create real connections with your audience, so it’s important you have a good idea of the impression you’re sending. Figure out who you’re speaking to. What do they want? What do they need? What’s going to make them want to be your customer? What real solution can you provide them? Knowing these answers will help you to have meaningful dialogue with the audience you are trying to speak to. You can begin this by getting to know the basic demographics such as age, gender, occupation, and location of your audience — this information will help you tailor your voice.

A great way to delve deeper into knowing your audience is by developing user personas. You can find great exercises to do this here and check out my example brand book here.

Step #2: Show the real you

Be authentic. Show people what you’re up to behind the scenes and don’t just share obvious advertisements. Your personal brand matters just as much as the product or service you provide, so you should only promise things that you can deliver. Your personal brand is about how you make people feel and think, so make sure they are thinking great things about you. Authenticity always wins.

Step #3: Stand out

Know what your strengths, weaknesses, opportunities, and threats are and don’t be afraid to ask friends and family for their impression of your business. Using the answers, what areas can you use to stand out against your competition? Your persona is effectively the “friend” your customer will use to guide them through their purchase journey. Don’t try to be hip and funky if it’s not who you are — you want your business to feel authentic and natural, so be authentic and natural. In today’s world, it’s important to show your human side on your website to show transparency with potential customers. This could quite simply be a bio page with your photo.

Step #4: Be accessible

Show people your human side. Network, network, network. Be active on social media, hold live QA sessions, and interact with your followers. Be mindful of two-way networking. Don’t just focus on your own needs and personal benefit, make sure you give the other person an opportunity to benefit from the relationship as well. You’ll build better connections and strengthen your personal brand.

Step #5: Build connections

Once you know your audience a little better, you can create messaging that speaks directly to them. Be consistent in your messaging; connecting on an emotional level ensures your brand persona is put across the way you want it to be. Brand personas are, ultimately, a collection of your personality traits; the actual persona can live in the form of an actual person (say, the person that runs your social media), a character/mascot, or just simply an idea.

Brand persona building is all about building trust and showing the human side of your business, and what better way to do that than through the content you choose to showcase.

Ready to put all this brand persona knowledge into practice? Jump into your website and give it a little self-audit.

Not sure where to start? Contact me to start turning your business into a brand.

Photographer and writer. Based in Scotland. Using Medium for opinion pieces, marketing advice, and motivational articles. https://www.laurenmacneish.com/

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store