Creating Your Brand Triangle: Brand Persona

Zach Vanasse | December 4, 2020


In our seventh video in the Bannikin Branding & Storytelling series examining how you can make your brand work for you, Zach Vanasse, our manager of creative & branding, takes a look at level three of your brand triangle; the brand persona.


In our previous brand triangle videos, we first established the the rational attributes and the emotional benefits.



Identifying and detailing your brand persona is an important step in properly realizing a charismatic brand. It’s important because people are much better at describing the characteristics of another person than they are at describing the characteristics of a company, destination or any inanimate object. It’s simply how our brains are wired. We have the most descriptive and communicative tools at our disposal when we describe people. Especially when trying to connect with consumers on an emotional level.

Which is why it’s useful to turn a brand into a person in order to help us more easily describe the characteristics of a brand in a way that other people can best understand. It also helps you and your team more easily communicate in your desired brand voice, because once you can imagine a specific person speaking, it becomes easier to “hear” if the brand voice sounds true to your persona.

In this video, Zach suggests some tips and tricks to help you and your team in identifying and describing your brand persona.

Bannikin Branding Videos

Video 1: What is a brand?
Video 2: What makes a brand?
Video 3: The importance of branding guidelines
Video 4: The right tools
Video 5: The brand triangle: rational attributes
Video 6: The brand triangle: emotional benefits
Video 7: The brand triangle: brand persona
Video 8: The brand triangle: UPS/UBS
Video 9: The brand triangle: The brand promise
Video 10: How to create buyer personas
Video 11: Why storytelling matters
Video 12: Finding your brand voice
Video 13: The value of workshops