Personas are part of the bigger Brand strategy and should not be overlooked.
A buyer persona is a character that represents your target audience. It takes into consideration the user’s goals, desires, and limitations that guide purchasing decisions.
Think of your brand persona as your company personality
Create a design persona that represents your brand. Your company’s persona should mirror how you want others to see you.
It should be personal, memorable, and invoke an emotional connection. As a result, it will help draw customers to your company and what you can offer them.
Persona Dimension and Attribute examples
- Competence; reliability, hard-working , secure, intelligence, successful
- Sophisticated; upper-class, good-looking, charming
- Exciting; daring, spirited, imaginative, daring
- Honest; wholesome, sincere, friendly, down-to-earth
Wondering how to create a strong brand persona and discover the benefits to your company? Herring helps companies from large to small focus their strategic brand, let us help you.
When the executive creative director of one New York’s top branding agencies agrees to share his stories and advice on branding, you listen. You listen very closely. AIGA Houston invited Leland Maschmeyer, co-founder of Collins, to Houston Design Week and asked him to shed light on how his team faces challenges and how, as a company, they are always trying to push things further.
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Branding can bridge the unknown to the familiar. It does so by embodying an idea that people embrace. It is an integral part of culture because messages are adopted and become the social norm. As part of cultural foundation, interpreted messages drive perceptions and help connect us with the unfamiliar.
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The past few weeks have been anything but boring. This office is a playground for the detail-oriented multi-tasker. Coffee included. My tasks range from proofing work, assisting in the development of projects, and translating my experience at Herring into this blog. A large part of this is simply listening to what is going on around me. I’ve gathered knowledge about client relations, Houston factoids, and life advice.
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I was at a birthday party this past weekend, and ended up on the porch with some friends. A friend started telling a story of when he went backpacking around Germany as a teenager with his girlfriend. I leaned in to hear his tale. His girlfriend spoke fluent German and he didn’t speak any. As he told it, I was brought back to my own time visiting Germany as a preteen. I found myself feeling sorry for him and laughing at the funny predicament of not speaking the language in a foreign country. Read more »
“Where do your ideas come from?”
That’s a question that comes up frequently from both clients and friends. Concepts and ideas come from a variety of places and everyone has a different way of developing or processing them. This is just one example of a thought process behind an idea.
About a year and a half ago at Herring, we began to re-evaluate our identity and brand. One of the elements that kept coming to the surface was the idea of “Lead & Follow”. This is our philosophy of working in a collaborative way with our clients. In any relationship there will be times you need to lead and other times when it’s best to follow. Over the course of 40-plus years Herring has learned to identify when best to do either.
Once we embraced the idea we decided to have a little fun with it. We started mixing up type and image. As you can see here, we had just started using our new signature color (yellow) but hadn’t quite figured out if we wanted to use an “&”, “/”, or “and” with Lead & Follow.
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Over the last few years, we’ve noticed the term “refresh” frequently being applied to Web projects. Unfortunately, like many digital labels, it’s being heavily marketed but not terribly well defined. Granted “refresh” is a friendlier term than “do-over” but unfortunately this can land a well-intentioned team in a sticky situation when they find that the “refresh” they thought they were getting (or didn’t understand) isn’t going to provide long term strategic or functional value and is often a stop-gap solution that will incur a large collection of fragmented expenses and cosmetic corruption over time. Read more »
It’s a common conversationalist experience that when someone is talking about something they are invested in, they are frequently more pleasant to listen to. Even if the subject or topic is something you don’t particularly understand, it’s the authenticity that you are drawn to and in a way the context of the conversation and your contextual proximity to the person (friend/cafe, co-worker/office etc). You are more inclined to listen, learn and perhaps reciprocate.
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One of graphic design’s biggest stars (if there really is such a thing as a graphic design star) is Paul Rand (1914–1996). He is known for creating some of the best known corporate logos that are still in use. Logos such as IBM, ABC and Westinghouse. However, Rand knew that the logo was only a identifier of a company. From an essay originally published in 1991 (and later in his 1994 book, Design, Form and Chaos) Rand wrote, “A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.” He went on to say that, “A logo is less important than the product it signifies; what it means is more important that what it looks like.” Read more »
About twelve years ago I decided that it was time to do something I had wanted to do for over 30 years—become a pilot. Since then I have discovered that piloting has a lot in common with managing digital projects. There are a few things you can let slide, but both have to be respected from the very beginning. Here are a few lessons I have learned.
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