From the course: Designing an Authentic Brand
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Do you have the right brand personality?
From the course: Designing an Authentic Brand
Do you have the right brand personality?
- As you manage your brand, like any relationship, it's helpful to think of your brand and customers as personas. I define brand persona as a literal collection of personality traits, attitudes, and values that help your customer connect with your brand. To avoid confusion and to create the most authentic brand, it's important to focus on one personality or persona per brand. That does not mean that your brand cannot show various personality traits, but there should always be one dominant persona. Here are the five types my company uses the most to help define brand personas. Caregiver, this brand persona is nurturing, empathetic, and kind. Competent, this brand persona is an influential leader who can help others or encourage them to act. Excited, this spirited brand persona is energized, ready to do just about anything, and embarks on adventures with no problem. Rugged, this brand persona is muscular, athletic, and…
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