A lesson in brand power

“Hapchooo!!”
“Would you like a tissue paper?”
“No, but do you have a kleenex?”

If you’re an english major, cue the well-deserved rolling of the eyes, but if you’re in marketing and your job is building brands that rise above the crowd, every square inch of your being is now overcome with a deep sense of admiration and enthralling envy.

Of course, it helps that Kleenex was the first product to suggest an option to wiping noses on the back of hands and clothing.

The thing is you don’t have to be first on the market to become a household name. However, you do need a strong brand persona that resonates with the consumer.

A strong brand persona is an essential component of a successful brand. It helps businesses differentiate themselves from competitors, create a unique and memorable identity, and establish a connection with their target audience.

Here are some steps you can follow to build a strong brand persona:

Define your target audience

To effectively build a brand persona, you need to know who you’re trying to reach. Identify the demographics, interests, and pain points of your target audience to create a persona that resonates with them.

Determine your brand values

Your brand values should reflect the beliefs and principles that guide your business. They should be authentic, relevant, and meaningful to your target audience.

Develop a brand voice

Your brand voice should be consistent across all communications and reflect your brand values and personality. It should be engaging, authentic, and appropriate for your target audience.

Create a visual identity

Your visual identity should include elements such as your logo, color scheme, and typography. These elements should be consistent and reflect your brand persona.

Communicate consistently

To build a strong brand persona, you need to communicate consistently across all channels. This includes your website, social media, email marketing, and any other touch points with your audience.

Understanding these basic principles that create everlasting brands coupled with the widespread reach of social media, you too have the opportunity to become the next Kleenex.

BUILDING BRANDS THAT STAND OUT & MARKETING CAMPAIGNS THAT ATTRACT DREAM CLIENTS:

Tanya Ganian is the founder of LuxBrand Agency and the author of The Ultimate Branding Workbook and The 50 Marketing Strategies to Build Your Brand & Boost Online Sales. Over the last 15 years, she has helped business owners build brands and campaigns that attract, nurture and lead clients throughout the customer journey.