What is it that attracts us to our favorite brands? Why do we welcome them into our family or show them loyalty? Every interaction with a customer tells them a little about your brand. That personality is your persona or brand voice. An inconsistent voice or brand persona can impact whether a customer engages with your call to action. In other words, your brand persona humanizes your business and creates a story that your customers can connect to. There’s just something about the brands we connect with. We have an affinity with them that’s hard to put your finger on. It’s as if we know them. In some cases, it’s as if we love them.
A Brand Persona is a collection of personality traits, attitudes and values that exist within your audience.
A Brand Archetype helps you craft the emotions and desires your audience experiences when they connect with your brand.
So what brand persona is right for you? And how do you create it? Here's a place to start. We all have basic human desires. We aren’t taught to want or need them. We just do. They are instinctive and primitive. I’m sure you can relate.
Here are the basic human desires that each match with a specific brand voice archetype;
LIBERATION > THE OUTLAW
POWER > THE MAGICIAN
MASTERY > THE HERO
INTIMACY > THE LOVER
ENJOYMENT > THE JESTER
BELONGING > THE EVERYMAN
SERVICE > THE CAREGIVER
CONTROL > THE RULER
INNOVATION > THE CREATOR
SAFETY > THE INNOCENT
UNDERSTANDING > THE SAGE
FREEDOM > THE EXPLORER
Behaviors match specific desires. What is the core feeling your service provides?
Step 1: What problem does your service solve?
Step 2: What desire and emotion best match that solution?
Step 3: What is the mentality of the person looking for this feeling? And just as important, what feeling are they trying to avoid?
From there, you are off to create a character in a story that your ideal customer can relate to.
We’ve been helping companies design their voice since 2004. We train your team to manage an Influential brand that resonates with your unique market. We provide a framework for your Brand to capture the heart of your audiences. Our mission is to guide our clients to build an emotional connection between their brand and their ideal customer.
Reach out now to learn what questions you should be asking.