35 BMC Brand Identity Version 06/13/22 Page. 25/ ©Copyright 2020-22 BMC Software, Inc. Unexpected The BMC persona is energetic, powerful, and lively. Some of our product personas target customers age 50+ who represent reliability, security, and a stable presence in the market. However, this persona should still be shown as bold and enthusiastic. They should exude style and sophistication in a fun and unexpected way. Persona