Protagonist Persona Model [PPM MODEL BY MEDEA ]
Every branding journey begins with a name—the foundation of a brand’s shape. Once the name is in place, the identity starts to take form, becoming the brand’s first handshake with the world. It’s this first impression that connects with the audience, shaping their expectations of what the brand experience will offer.
At Medea, we set out with a resolute purpose: to shape brand identities that are not only distinct but pulsate with life. To us, recognition is but the beginning; the essence of a great identity lies in its power to resonate profoundly.
Most founders and creative teams understand that identity is essential for launching a brand. Yet, what’s often overlooked is the deeper role it plays. A strong brand identity isn’t just a logo or design that’s easy to recognize—it’s the spark that intrigues, excites, and resonates with your audience. It’s what compels someone to pause, curious to know more, even before they’ve experienced your product. This is where the magic—or “spell”—is cast, a moment that either strengthens or falters depending on the product’s promise.
But before that moment of truth, it’s the identity’s role to create that initial connection, to weave that spell. So, how is it done? What makes certain brand identities feel so magnetic and alive.
Over the past year, our team at Medea has been working on this exact question. The result is our Protagonist Persona Model (PPM)—a strategy designed to make brand identities feel bold, engaging, and full of life. With PPM, your brand doesn’t just have an identity; it becomes the hero of its story.
Creating a brand identity is beyond designing a remarkable visually appealling logo—it’s about giving it a soul, a presence that can stand alone and serves as the brand’s ambassador, making a strong impression and sparking curiosity well before the product or service enters the conversation. The Protagonist Persona Model (PPM) brings this vision to life by providing a clear, structured approach for brands and designers to explore the narrative and emotional depth of their identity. With the PPM, an identity is no longer just a visual element—it becomes a dynamic character that sparks engagement, inspires trust, and connects on a deeper level. This model empowers brands to evaluate their identity’s performance, not as a static design, but as a living, breathing protagonist that captures attention and becomes more than a design—it becomes a story, a character, and a connection that drives lasting loyalty.
Now, how does this PPM model works?
To truly understand the foundation of our brand identity creation process, I encourage everyone to watch a captivating video by Jeremy Bullmore and Stephen King of J. Walter Thompson. Although the execution of the film reflects its era, the message it conveys remains incredibly relevant today. It emphasizes a crucial point that we uphold in our approach: consumers don’t just recognize brands; they connect with them as if they were people.
This insight is the foundation of our brand identity process at medea, where our focus extends beyond creating visually compelling logos. We believe that a powerful brand identity should function like a fully fleshed-out character—a protagonist—one that communicates deeply with consumers, forms emotional bonds, and sparks meaningful relationship like any living entity would.
Building on these principles, our PPM model considers key brand attributes, which we categorize into two distinct types: Default Attributes and Aspirational Attributes.
Default attributes are the inherent qualities a brand possesses from the outset—things like quality, value for money, functionality etc. These are the foundational traits that define the brand's current identity. On the other hand, Aspirational attributes represent the qualities the brand strives to embody over time. These are the traits it aspires to be recognized for in the future.
By expertly balancing Default and Aspirational attributes, our PPM model enables brands to create an identity that is both grounded in their present-day essence and boldly aligned with their future potential. This approach not only ensures that a brand stays true to its core values but also fosters the growth of the qualities that will propel it to new heights. The outcome is a transformative, visionary brand identity—one that captures the attention and loyalty of consumers today while laying the groundwork for lasting relevance and profound emotional connection as the brand evolves and flourishes over time.
When a brand's Default and Aspirational attributes are both well-defined and powerful, they cultivate a strong protagonist personality. A strong protagonist personality is akin to a person who radiates authenticity, confidence, relatability, an aspirational vision, and engagement. Such a brand identity or protagonist naturally feels alive, speaking directly to its audience and creating a compelling, dynamic presence.
When a brand's Default and Aspirational attributes are weak or unclear, they result in a weak protagonist personality. In this case, no matter how visually appealing the logo or design may be, the brand identity will fail to feel alive or resonate with its audience.
When a brand has strong Default attributes and non clarity in Aspirational attributes, it results in a boring protagonist personality. This type of brand personality is either too generic, predictable, or fails to evoke any strong reactions. It often feels flat, uninspiring, or disconnected from the audience.
When a brand has strong Aspirational attributes and non clarity in Default attributes, it results in a conflicting protagonist personality. This type of personality creates confusion or tension for the audience, as it appears to stand for one thing in one context and something entirely different in another. For example, a brand may try to appear both premium and budget-friendly at the same time. These contradictions undermine the brand’s credibility, making it difficult for consumers to trust or connect with it on an emotional level, as they can't determine the true essence of the brand.
Understanding the underlying brand attributes is fundamental in explaining why some brand identities resonate deeply with their audience, while others fall flat. Brand attributes—both Default and Aspirational—form the bedrock of a brand’s personality, influencing how it communicates with consumers. When these attributes are well-defined and in alignment, they create a sense of coherence and connection, allowing the brand identity to feel authentic and alive. On the other hand, when brand attributes are weak, contradictory, or unclear, the identity often fails to engage or leave a lasting impression.
For designers, the role of understanding these attributes is crucial. While they may not have control over the fundamental traits of the brand, recognizing which brands naturally possess the potential for a strong protagonist personality allows them to choose projects that align with their creative strengths. When a brand’s attributes indicate a powerful, relatable, and aspirational character, designers are in a unique position to use their visual and creative expertise to give that brand a face—one that embodies those attributes in a way that connects with the audience. They’re not simply creating attractive visuals, they’re shaping the brand’s story, amplifying its emotional appeal, and ensuring that the visual identity accurately reflects the essence of the brand.
Since 2020, Medea has been shaping bold and compelling brand identities with a vision to create brands that are impactful both nationally and internationally. If you're looking to give your brand a distinct identity, get in touch with us at hello@medea.in.
Let’s create bigger and better brands!
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