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Using Style and Persona in Your Visual Branding Strategy

Monday, September 03, 2018 7:30 AM | Christy Hendricks (Administrator)


Do you want to attract your ideal customer? Start with your brand.

More specifically, start with who you are, what you offer, and why you exist. These are the first steps towards effectively communicating your message to the people you want to attract. Once you’ve hammered out these very important points, you’ll be ready to move on to the visual representation of your brand.

How do you want your brand to be perceived? What is your product or service offering, and who are your customers? Use the answers to these questions to guide you in selecting the style and persona to represent your brand across mediums.

Your visual branding strategy is how your brand is represented in style, persona, color, and font. It is more than simply a logo. For now, we’ll concentrate on style and persona.

Style Communicates the Overall Feel or Emotion of Your Brand

Styles most familiar might be:

  • rough; rugged
  • contemporary
  • whimsical; airy
  • casual; laid-back
  • professional; classic
  • minimalist; uncluttered

Style is most typically apparent in fonts, but color palettes and the use of color blocks or negative space will also influence style.

If you’re in the business of fitness for women over 40, what style might you use to attract that audience? How do you want them to perceive your service?

Persona is Your Brand’s Mascot

Again, if your business is helping women over 40 achieve greater fitness, do you think you’d grab their attention using images of college students drinking beer? Of course not! But they might be drawn to the image of a woman their age working to stay in shape.

Think of personas you’re already familiar with:

  • Mr. Clean
  • Rosie the Riveter
  • Pillsbury Doughboy
  • Geico Gecko
  • Colonel Sanders

What comes to mind when you see these personas? When creating your own, pay attention to its consistency with your style, especially your use of fonts.

While your persona doesn’t necessarily have to match your product (what do geckos have to do with insurance, anyway?), be sure your visuals and message make sense to your audience. If you want to brand in such a way, it would be to your great benefit to consult a professional so you don’t end up confusing your audience.

Next week, we’ll look at the use of color and font in defining your brand.


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