A brand persona is a set of personality traits, attitudes and values that a brand displays on a regular basis to help connect with your brand or business audience segment. Or in short and easy, brand persona is the way you describe a brand if it's a human being.
Brand personality is what people feel about a brand whenever they interact with products, social media content, and customer service. This brand personality can be a person, character, mascot, or idea.
The Brand Persona Dimension
In The Journal of Marketing Research, Jennifer Aaker outlines five dimensions of brand persona, namely: sincerity, fun, competence, sophistication, and toughness. These five dimensions or pillars can be a starting point when you identify brand personality for your business.
Let's explore some of the specific personality traits included in each dimension. Watch below!
Sincerity: This persona is associated with empathy and good nurturing.
Competence: This persona is an influential leader who can assist users or influence them to act.
Passionate: This passionate persona is happy to do anything and starts adventures with ease.
Rugged: This more muscular personality is athletic and tough.
Sophisticated: This persona exudes elegance, style and prestige.
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