[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-persona":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",38296,{"id":24,"name":25},"author-0301142015","Canto","2020-01-07T05:25:58","2026-07-10T17:54:53","Brand personas: A complete guide to humanizing your company","brand-persona","Brand persona – A guide to humanizing your company","A brand persona drives customers to and from a company's products or services. With this in mind, learn everything there is to know about this concept.","What is a brand persona? Brand personas are the human characteristics, values, and personality traits attributed to a company that shape how customers emotionally connect with and relate to it. They serve as a strategic foundation, guiding how a brand communicates, behaves, and differentiates itself at every customer touchpoint. Building a strong brand persona is […]","What is a brand persona? Brand personas are the human characteristics, values, and personality traits attributed to a company that...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-brand-persona\">What is a brand persona?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand personas are the human characteristics, values, and personality traits attributed to a company that shape how customers emotionally connect with and relate to it. They serve as a strategic foundation, guiding how a brand communicates, behaves, and differentiates itself at every customer touchpoint. Building a strong brand persona is a core part of how companies earn lasting recognition and loyalty. \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-makes-a-good-or-effective-brand-persona\">What makes a good or effective brand persona?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A strong brand persona is usually relatable to a customer base and makes them feel as if your brand is just like them, personality-wise. If you’re active, hard-working, outgoing, sympathetic, environmentally-aware, or friendly, you want a company to mirror these traits.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With this in mind, aim your \u003Ca href=\"https:\u002F\u002Fcourses.lumenlearning.com\u002Fclinton-marketing\u002Fchapter\u002Freading-defining-the-message\u002F\" target=\"_blank\" rel=\"noopener\">messaging and goals\u003C\u002Fa> at the people who are likely to try your products. For example, if you are selling food products designed for on-the-go eating, you might try to create something that embodies hardworking, busy people who prioritize getting things done over sitting down and relaxing during a big meal. When customers think of your company as a mirror image of their character, they buy into the idea that the product you create is the right one for them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-38306\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"397\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-2.jpg\" alt=\"A stamp that reads, 'Do you know your customers?'.\" class=\"wp-image-38306\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-2.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-2-450x223.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-2-768x381.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Make sure to understand who you’re targeting.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--why-do-i-need-one\">Why do I need one?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Your brand persona gives your company a chance to have powerful relationships with customers. What will customers visualize when they see your logo and products or hear your jingle? Will yours be one that portrays the positive values, mission and goals of your company? Remember that if you fail to strive for the right identity, it’s inevitable that the wrong one will be bestowed upon you. Make sure you guide yours from day one.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To see how powerful it is for a company, imagine a young girl and her mother are shopping for volleyball equipment. They see two different brands are selling gear. One company represents a tough, hard-nosed athletic girl who fights to win every game. The other brand’s persona is absent and gives no insight into their \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>. It seems obvious from this example that the right persona makes companies successful, especially over their competitors.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-38303\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona.jpg\" alt=\"A group of people playing beach volleyball.\" class=\"wp-image-38303\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona.jpg 800w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-450x253.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193018\u002Fbrand-persona-768x432.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Try to embody what your customer feels inside.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--creating-distinct-awareness-and-concrete-understanding\">Creating distinct awareness and concrete understanding\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s not always easy to know what your brand persona is. Fortunately, there are a few ways to work with your teams in order to better understand it. The easiest way to help everyone in your company visualize your persona is by having them imagine seeing a personified version of your brand. What would your brand look like if you closed your eyes and made them human? Would they be short, tall, rude, friendly, exciting, boring? Take these cues as hints to what you’re doing right or wrong and go from there.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once your brand becomes more concrete, spread the ideal version of it across your company to ensure everyone continues to work towards spreading it at all times. The only way to maintain one is by having all team members aware of it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Remember that your brand persona not only signifies important values of your company, it also helps customers choose you over your competitors. Keep this in mind as you build your future campaigns.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_persona\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",3,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193017\u002Fbrand-persona-4.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193017\u002Fbrand-persona-4-450x233.jpg","A block of letters that read, 'Personality'.",414,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19190722\u002Fbranding-websites-16-450x294.jpg",37751,"branding-websites","Unlocking your potential with branding websites: A complete guide","Branding websites give you the extra push needed toward success. Which ones truly deliver the goods? Here are seven great examples.","\u002Fblog\u002Fbranding-websites\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193035\u002Fbrand-value-450x239.jpg",38091,"brand-value","Measure brand value: What it is, why it matters, and how to improve it","Brand value is the unique way companies measure brand success. There's a lot to it, so make sure you have a complete understanding. Here's a helpful guide.","\u002Fblog\u002Fbrand-value\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19191103\u002Fbrand-compliance-33-450x283.jpg",25438,"brand-compliance","Brand compliance: How to protect and enforce your brand standards","Brand compliance paves the path to important branding principles, such as consistency and image. Here are five strategies to guide you.","\u002Fblog\u002Fbrand-compliance\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1788170298175]