You have probably heard the phrases brand identity and brand persona. But what do these terms mean? There is a difference, and it’s one that you should understand to help build your brand.
The two terms are often used interchangeably, so understanding the difference will help you discover how to create a strong and vibrant brand.
What’s Brand Persona?
The term “brand persona” refers to how consumers perceive your business. It’s often used to describe a company as an individual with certain qualities, skills, and characteristics.
For example, if you ask people what they think of Apple Inc., they might say things like “innovative,” “premium,” or “sophisticated.” These are all descriptions of Apple’s brand persona.
A brand persona can be thought of as a sort of caricature or archetype. It’s not a literal description of your company; instead, it’s a way for people to describe the general feeling they get when they think about your business.
A brand persona is integral to your marketing strategy because it helps you connect with customers on a deeper level.
If you know your target audience and what they like and dislike, you can create content that resonates with them.
For example, if you’re marketing to gen-z, then it may be appropriate for your brand persona to be “funny” and “hipster.”
What’s Brand Identity?
The term “brand identity” refers to how your business wants to be perceived by others.
It involves creating a consistent visual language across all aspects of your marketing materials — including everything from websites and social media profiles to print ads and packaging materials.
This helps customers recognize your company wherever they see it and understand what makes you unique from other businesses in your industry.
The goal of a brand identity is to help your company stand out from its competitors and build a loyal customer base. It’s also important to consider how your chosen logo, color scheme, font, and messaging will translate for different audiences.
How your brand persona and brand identity work together
A successful brand requires both elements working together in harmony: The way you expect others to perceive you should match how you want them to perceive you.
Your brand persona and identity are both vital aspects of any successful brand. They need to work together in harmony to provide a comprehensive picture of what your company is all about.
Understanding how both elements work can create an effective strategy for building your brand. Your Brand Identity is the face or skin of your brand, while your Brand Persona is what drives that perception.
Is it necessary to have both?
Yes, it is!
A solid brand identity gives you a framework for creating relevant content that resonates with your target audience. A solid brand persona helps you connect with them emotionally by showing them who you are as an organization.
A strong brand persona and brand identity can help your company stand out from the competition
Brand Identity and Brand Persona are essential elements in a company or product’s visual presentation.
It’s not always easy to tell the difference between the two, but a brand identity should be remembered, whereas a brand persona is more focused on personifying a brand.