A brand persona is an internal resource that spells out the brand’s purpose, promise, core values, and attributes. Unlike a buyer persona, a brand persona isn’t a named avatar; it’s a personality based on a brand’s core values, mission statement, and aspirational goals.

At Leadline, developing a brand persona with a client is the first step in any creative project. We call it a “creative stake in the ground” for all of us to refer back to—it is your brand’s north star. Listed below are idea starters to reference when you consider your own brand’s persona.

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