Do you know how to communicate with your customers? What methodologies support the way you communicate with them? The steps to building a strong and consolidated brand in the market involve the ability to generate perceived reach in an organic and personalized way, with a language understood as accessible to the target audience.
It is in this scenario that the concept of brand persona emerges , which seeks to direct marketing actions and strategies with a focus on these exchanges. But, after all, what does this brand persona really mean? What is its impact and main differences in relation to the concept of buyer persona ? And, finally, how to apply it from scratch in your company? To answer these questions, continue reading and check out the Maxbot blog below!
What is a brand persona?
The brand persona , also known as the brand persona, is a concept related to the synthesis of the image, purposes and values of a business through the structuring of a fictional character that represents this set of personality, style and tone of voice of the brand. It is in this direction that the main marketing strategies are based, designed directly to satisfy clear, direct and objective communication.
In other words, the focus is to ensure that all professionals responsible for this relationship know exactly how to communicate, impact, reach and raise awareness among their consumers, disseminating the organization's main purposes.
This interaction generates a greater potential architects email lists for involvement, making you improve your products and services, investing in the right resources and delivering an increasingly legitimate exchange — especially when you choose to use automated communication channels, such as chatbot services via WhatsApp , ensuring the most natural aspect of this exchange.
How important is a brand persona?
The expansion of organizations and the increasingly competitive and technological market means that companies are always looking for ways to create a more human connection with consumers. Therefore, this relationship is now seen as a central point of business, which seeks security that mitigates communication noise and makes the user experience authentic and personalized.
Imagine that you have a company that makes cell phone accessories and that targets the so-called “Gen Z,” which refers to people born in the second half of the 1990s. Known for their digital engagement and their youthful, laid-back vocabulary, it wouldn’t make any sense to establish a formal persona, right? This is one of the perceptions that is easily recognized in the process of establishing a brand persona.
Thus, creating a well-qualified brand persona helps to define an assertive tone of voice within the sales script , increasing the chances of customer acceptance and creating opportunities to reproduce messages that strengthen the brand's relevance and authority before the public, transforming them into true promoters, intensifying results and consolidating a differentiated position in relation to the competition.
In the background, a person holding a glass and glasses above a diary. In front of the image, a representation of a network of connected people.
What are the differences between brand persona and buyer persona?
It is common for doubts to arise regarding some concepts that may initially seem similar — such as the terms brand persona and buyer persona . However, it is important to be able to differentiate them when thinking about brand personalization.
The brand persona is unique and is responsible for dictating the tone of service and all communication carried out by the organization, so that its purposes and values can be transmitted. The buyer persona summarizes the construction of a scenario of the company's "ideal consumer", with a focus on sales strategies.
This conception is based on behaviors, objectives, concerns, demands, interests and expectations of those who already have a history of connection with the company, also helping in the organization and definition of the interaction and purchase decision stages, directing the sales funnel and management of your e-commerce.
How do I structure my brand's brand persona?
It must be a structure that is monitored continuously to ensure that it is constantly updated and able to keep up with the main transformations and trends in the market. As a product, aspects such as needs, desires, feelings and ideals must be outlined.
1. Summarize the pillars of your brand persona
First, define the 4 essential elements of this elaboration, which are:
Commitment: what do you deliver as a differential in the products and services you sell and what kind of promise do you make when selling a given product or service? What can consumers expect in terms of improvement and satisfaction? Why should they choose to do business with you instead of with your competitors?
Support: this step concerns how you portray the brand and whether what you are presenting is in line with the expected purposes. Consider whether what you have been discussing has been understood clearly and objectively;
Essence: try to imagine 3 or 4 concepts that would perfectly define your organization and that make it easily perceived by the target audience;
Mission statement: The mission statement is related to the reason why you decided to create this business. Apart from the expectation of financial return, what motivated you to create this solution? By defining these goals, you pave the way for the direction of your business.
2. Guide the focus of communication
Draft the documentation responsible for translating all the elements listed above, developing the brand's storytelling and addressing points such as:
Language style: whether it is formal or informal;
Whether there will be the use of slang and colloquialisms;
What is the semantic set presented;
What are the main references;
Tone of voice.
3. Apply tests
Initially, use a smaller portion of consumers to test their level of acceptance and see if there will be any suggestions for possible improvements. Once these issues have been identified, use the brand persona as a reference for all content and communication conveyed by the company. This way, you ensure that there will be a positive perception that is understood as personalized by them.
The more you generate identification, the greater the chances of transforming your target audience into true brand evangelists , promoting the success and expansion of the company.