Do you know what Coca-Cola is? Absolutely, a soft drink brand that serves their drinks all over the world. It is the Brand persona. The image that is created in your mind about Coca-Cola is its brand image. This image is created by Coca-cola with the help of their marketing campaigns, appealing stories, etc.
You can also make your brand like coca-cola in just 4 steps:
- Research your target audience
- Create and enhance your visibility
- Research your competitors
- Deliver your message
Lets deep into these concepts:
1. Research your target audience
Why do you want to build a brand persona?
Answer is for your audience. To accomplish this question, you need to research your target audience.
This is essential because if you start building your brand without any target audience, then it can’t become successful.
This concept is also described by Philip Kotler named as ‘targeting and segmentation’. Therefore, it always starts with market segmentation. A single business can not satisfy everyone.
So firstly, you need to identify the profiles of different buyers in your niche who might prefer your goods and services.
Market segments can be identified by examining:
The firms then decides which segments presents the best customers.
You can take help of a well-known tool- Survey money. With the help of this, you can conduct surveys in different cities according to your niche to research best audience.
After selecting your targeted audience, you need to find that what your audiences mostly prefer to buy? What brands are they like? What they don’t like?
You can our another blog on What is STP? – it will guide you through Market Segmentation.
Let’s take an example of market segmentation of famous shoes brand persona- Nike.
Nike primarily targets consumers who are between the ages of 15-40.
The company treats to both men and women athletes, They are now increasing focus on teens to build long-term brand persona loyalty.
Nike labels this segment by creating marketing campaigns about young adults who aims to be like their athlete idols.
For example, right before the 2014 World Cup, Nike sponsored soccer athletes with teenage soccer players.
Nike uses this segmentation to address nations, regions, cities etc.
For example, Nike focuses on American football and baseball in the U.S.A. It deploys many advertisements and marketing campaigns about football and baseball products.
Nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities.
Nike targets individuals who enjoy sports to use this variable effectively. It can be playing, watching or simply talking about sports, these activities give insights about personalities and lifestyles.
Nike’s marketing efforts are targeted at creating a “feeling” to g beyond the product. Nike encourage an attitude, it develops a lifestyle.
Targeting based on this attribute is the genius of Nike.
While Nike occasionally focuses on admire particular product features, the company largely focuses on feeling of buyer after using their product. The benefit expectations of the company’s products are clearly defined:
‘You are an athlete. Nike products make you feel athletic!’
2. Create and enhance your visibility
The second step is the visibility of your business. How your business will appear to the consumer whether online or offline matters.
You have to create visibility in a way that people treats as a brand.
To enhance your visibility, you need to focus on the following things:
Let’s elaborate these things for brand persona.
Combination of web pages is called a website. In this era, having an website becomes a necessary part of building a brand whether your business is small or big. It is like an online shop which shows your all business online.
If you do not own your business website, then you already lost many sales or leads.
Firstly create a effective website for your business which describes your business. You can add your products, services, blogs and other information.
Also, you have to optimize your website according to search engines or search engine friendly. Because, search engine mostly show optimized websites. You can outsource this service.
Second step for a brand persona is creating a professional logo for your business. ‘Logo refers to a graphic representation or symbol of a company name.’
You have to create a eye catching logo.
You can create logo of name of your business like Coca-Cola or you can select any symbol which represents your business like Nike. Nike has symbol of tick mark.
Also keep in mind the color scheme. You have to choose color which can relate your business. Lets take example of Netflix, it uses red and black color. Red symbolizes passion and energy while black is chosen as neutral symbol.
King of branding is social media. It is a platform which you can leverage to build a brand in less time. Social mdia includes facebook, Instagram, Snapchat, quora, Youtube etc.
Now there are steps which you can follow to build a brand:
1. Sign up on all social media platforms.
2. Complete your profile with all information.
3. Upload your compnay’s logo as profile picture.
4. Consistently upload different posts which can relate your business.
5. Engage with your audience.
6. Also, provide some free valuable information to users.
Slogan refers to a short and striking or memorable phrase used in advertising.
You can create slogans of your business to make memorable brand. Because some people identifies brands by listening their slogans.
Following are the slogans of some famous brands:
- Nike – “Just Do it”
- Apple – “Think Different”
- L’Oreal – “Because you’re worth it”
- KFC – “It’s finger lickin’ good”
- Coca-Cola – “Open Happiness”
- Dunkin’ Donuts – “America runs on Dunkin’”
- McDonald’s – “I’m lovin’ it”
Five tips to write effective slogans for your business:
1. Highlights the key benefits. It should differentiate your product or service from others.
2. Explain your company’s commitment or purpose.
3. Keep it short.
4. Organize it in a rhyme.
5. Stay honest.
It refers to the text or fonts you are using in your business. It should be in combination. The same font you are using in your online presence should also be used in your offline presence.
3. Research your competitors
Third step is to find out what your competitors are doing in the market. What type of campaigns are they running?
You had to analyze what are their strengths and weakness. You can adapt their weakness and the things which they are avoiding in their brand.
The things you need to follow for successful competitor research:
- Firstly, you need to find who your competitors are. You can take help of various tools.
Competition can be in various forms. They can be new start ups or any old established brand or also from other niches who are trying to expand in your category.
- In the second step, we need to research following things:
a. Clarity of message: You need to understand what message they are conveying to their customers.
b. Design and user experience: What type of digital and traditional appearance are they providing to consumers. You also need to find out about their customer support.
c. Channel efficiency: Which type of marketing channels they are using. It can be different social media, banners etc.
d. Reputation : How their customer treats their brands? What are their ratings and feedback?
e. Differentiators: What tools, medium and things they are using to differentiate their brand from others.
- You gathered the all information about your competitors. Now, you need to convert that data into an understandable form.
You can interrupt data in form of charts, diagram and tables etc. This is because; you had to take decisions on the basis of that report.
4. Deliver your message
Now, it is the time to take action. You have done complete research and optimize your presence.
You had to deliver your message to your audience. Message in the sense, why you enter in market? What problems are you solving? What makes you different from others?
You can take help of different marketing channels. But, you had to analyze that channels on which most of your audience is active. It can be online or offline.
You need to run appealing stories can make feel consumer friendly with brand.
One thing also keep in mind that don’t run ads which may hurt any specific category, religious etc.
Conclusion Of Brand Persona
In conclusion, we can say that building band is like creating an asset. For example, apple’s worth in market is 1 trillion, which includes more share of their goodwill or brand.
FAQs Of Brand Persona
Ans: Different channels for digital marketing:
PPC (Pay per click)
SEO (Search engine optimization)
SMM (Social media marketing)
Social media advertising
PR (Public relation)
Anybody can build a brand whether a small business or large business. In reality, Most of the businesses starts from small business and became large business by building a brand.
It depends on your marketing budget. It can be from $1 to $1 million. You can also take help of organic growth but it takes too much time.
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