Much like a customer persona, the brand persona is a model for the person talking to the customer at each of the customer experience touchpoints. As illustrated above, the brand persona, together with other models, guides the persona messaging platform and information architecture at each touchpoint.
The brand persona consists of attributes like those to the right.
Talking at the Customer
Many websites and touchpoints are still very company-centric. Brands tell customers who they are and what products they have with little regard for the user’s needs. This is the equivalent of “talking at” the customer. We see this when the “About” page appears as the first menu item, and when the callouts on the homepage are prizing the company or products with no concern for the customer’s problems.
The User-Centric Conversation
A user-centric approach models a conversation between the customer persona and the brand persona. This may be implemented as self-identification callouts linked to pages where the brand has a specific conversation about a solution that fits that user’s need. These conversation patterns are documented in the messaging platform which is a collection of helpful ideas in a language that the customer can consume and respond to.