The Relationship Between Buyer Personas & Brand Identity

E-mail. Social media. Paid ads. Chatbots. With more avenues than ever before to reach prospective customers, companies are in a great position to nurture relationships with leads and grow their business — if they are able to create a cohesive experience for their audience...

Consider this stat: Brands with consistent branding expect to earn 23% more annual revenue than brands that are inconsistent.

While brand inconsistencies can surface in a variety of ways, such as disparate logos and undefined color schemes, they are often attributed to the messaging used across different channels. If your voice constantly wavers between fun and buttoned-up, or there’s a lack of clarity on your values between touchpoints, it’s natural for prospects to be confused by your brand identity — and with this confusion comes a hesitancy to trust and invest in your product or service.

So what does it take to build a consistent brand identity? One of the first (and most important) steps is establishing buyer personas.

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