What make a good brand persona? Just ask Nike.
After more than 50 years of dominating the athletic apparel and footwear markets, Nike doesn’t just understand what a brand persona is – they’ve mastered it. From their iconic slogan, “Just Do It.”, which is recognized around the world, to their messaging that continues to inspire athletes of all shapes, sizes and abilities, it’s no wonder this famous brand is, well, famous.
As Nike has shown us, having a clearly defined brand persona can be a powerful asset. They’ve demonstrated the importance of remaining consistent while staying flexible enough to adapt to decades of changing styles and customer needs. A brand persona helps them and other companies stand out from their competitors, build customer loyalty and reach their target audience more effectively.
So what is a brand persona, really? In short, a good brand persona is a set of chosen personality traits and values that combine to tell a story. That story is then told through the company’s tagline, graphic design, mission statement and the interactions that occur between employees and customers every single day. Richard Lazazzera over at A Better Lemonade Stand explains it well in his blog post, “How To Build A Brand."
If you want to see for yourself what makes a good brand persona and how your company can utilize persona building, just check out how these three brands are doing it successfully right now in 2018.
Brand #1: Dollar Shave Club
Who They Are: Dollar Shave Club (DSC) is a subscription service that delivers high-quality shaving, showering and oral care products right to your door at an affordable price.
From Blue Apron to Bark Box to Book of the Month, subscription boxes have taken off in recent years. Established in 2011, Dollar Shave Club capitalizes on this growing trend and hits on two of consumers’ most painful pain points when it comes to shaving: 1), the high cost of razors and 2), having to go out and buy razors so frequently. And since their products are marketed for both men and women, they also provide women with an alternative to the flimsy pink razors that are often sold in stores.
So they’ve got the pain points covered, but DSC’s brand persona doesn’t stop there. They created a recognizable brand voice that’s apparent in all of their messaging, which includes provocative language and edgy quotes, such as, “Like most good ideas, the Dollar Shave Club started with two guys who were pissed off about something and decided to do something about it.”
When customers visit their website, receive the box in the mail, check out their social media pages and read the DSC’s blog, they’re getting that same attitude and personality that they signed up for. Even their marketing strategy is created with brand persona in mind.
If you’ve been on YouTube lately, you’ve probably seen some influencers promoting Dollar Shave Club. One such influencer, Shane Dawson, who makes self-proclaimed brand-un-friendly content, captures the DSC’s messaging through his own humor and lifestyle. With all these things combined, Dollar Shave Club is definitely winning the brand persona game.
Brand #2: Tesla Motors
Who They Are: A California-based vehicle manufacturer, Tesla Motors specializes in luxury electric vehicles.
While companies like Toyota and Chevy had already broke ground in the electric car market, Tesla’s high-end spin allowed them to differentiate themselves and create their own unique story for their brand persona. And with Elon Musk, a widely respected entrepreneur and businessman, at the helm, people can easily get a clear picture of what Tesla is and what they represent.
Their mission statement is to accelerate the world’s transition to sustainable energy. And this commitment to sustainability is evident in their solar energy and storage technologies and the fact that their cells are manufactured in-house. Meanwhile, their cars’ advanced specs and recognizable falcon-wing doors continue to attract luxury buyers.
Even their website radiates quality, boasting a clean, modern design. While it’s easy for car pages to become cluttered with text and images, Tesla manages to avoid that. The same cohesive imagery and messaging are portrayed throughout the company’s digital marketing presence, including social media, evoking a sense that Tesla is where the future is.
Brand #3: Peloton
Who They Are: Founded in 2012, Peloton offers a cycling experience like no other.
Forbes put Peloton on their list of Brands to Watch in 2018, and there’s a reason why. Like Dollar Shave Club and Tesla Motors, Peloton was able to carve out its own niche in order to set itself apart from SoulCycle and its other competitors. Peloton doesn’t just offer cycling classes in a studio. Instead, they allow customers to stream classes in real time, taught by real instructors, and ride from the convenience of a stationary bike at their home. They even sell bikes with advanced tracking technology and accessories to match.
But really, Peloton focuses on creating an experience. And it all starts with their company name. As noted on their website, the word Peloton means the main group of riders in a race. They write, “Riders in a peloton work together, conserve energy and perform better because of one another.” The messaging taps into readers’ emotions, which is so important for building brand recognition.
With the combination of fun, effective fitness with technology and social engagement, Peloton seems to have successfully infused their brand persona throughout their entire digital marketing strategy.
Build Your Brand Persona with Content Writing Services
Part of forming a cohesive brand persona is making sure every single piece of messaging aligns with your company’s core values and mission statement, including social media posts, blog posts and sponsored content articles. Specializing in tailored content writing services for virtually any industry, the team at Virtucom Group can help produce content that stays true to your brand persona. Speak with one of our expert content marketers today to learn more.