When starting a new business, many entrepreneurs prefer to skip some stages of brand planning and go directly to digital marketing strategies, thus initiating the first contacts with their potential clients.
In this scenario, it is common for the effort to be concentrated on building the ideal consumer profiles for your product or service. Meanwhile, there is another person who is equally important and, many times, forgotten or postponed: the brand person or the person of the brand.
We know that communicating with the right people is a determining factor to sell more, but the image of the brand is what will make those people buy again and recommend your products to their friends. Therefore, planning the brand and the brand person is very important and must be very precise.
Do you want to learn how to build your brand persona and charm your customers? Continue reading this post!
What is the brand persona?
In a simple way, we can say that the brand person represents the personality of the brand.
She is the personification of the values and perceptions that we want people to have of the company. Therefore, its main purpose is to arouse interest and admiration, and with that, influence potential consumers.
It is very important to emphasize that it is not a representation of the clients’ personality, but something that inspires them.
Representations of ideal clients are called buyer personas. To better understand the differences between these two marketing people, you can also read the post “”
Why do I need a brand persona?
If your company has just been born, you are possibly the main person responsible for answering e-mails, writing content for the blog, feeding social networks and making the first business contacts.
But when other new professionals come in to work for the growth of the brand, it is essential that the speeches are aligned so as not to cause noise in the communication. In other words, the person who answers the emails must communicate in the same tone that is used in social networks, which in turn must be adapted to the company’s way of expressing itself in the blog texts.
Thus, regardless of the platform where these contents influence the consumer, he will always have a clear perception of the company’s image.
An example of this is that the readers of this post are probably already getting an idea of . And if, in addition to the blog, they also follow our channel and participate in it, we can infer that there is an identification with the essence of our company.
Person, character or pet
First of all, it is necessary to clarify that the person of the brand is an internal guide to guide communication and marketing actions. That is, he does not need to expose himself to the public.
Having a brand persona does not mean that the brand will need to create a character or mascot, although some companies choose to assume a fictitious figure in their communication.
A clear example of advertising mascots are those idealized for the World Cups. Who does not remember Naranjito (Spain 1982). He enriched the championship in which Italy was champion. O Pique (Mexico 1986), a beautiful cactus with a hat that showed off with the victory of Argentina. O Gauchito (Argentina 1978), a picturesque gauchito with the shirt of the Argentine team.
The choice between person, character or mascot must be made taking into account how the company wants to position itself in the market and which model will make the most sense to attract and hook its customers.
plan the brand
Before going into the details of the brand person, it is important to be clear about some elements of the brand. They are: pillars, essence, mission and promise.
pillars
The pillars are words that synthesize the main characteristics of the brand and represent the perception that the company wishes to stimulate.
These terms will be a reference for the unfolding of the marketing strategy. Thus, when creating an outreach action, such as a social media campaign, it is important to assess whether the pillars are being well represented.
Essence
The essence is a short and impactful phrase that summarizes the entire concept of the brand. The one from, for example, is Authentic Athletic Performance.
It is very important to remember that the essence is not the slogan, it is an internal mantra to inspire all the professionals in the company.
Mission
The mission is the impact of the brand in the lives of customers. It is the reason for the company to exist and goes far beyond what it offers as a service or product. At we want to contribute so that people live from their passions.
And you… do you already know what the main purpose of your work is?
Promise
The promise is a declaration of what the brand delivers of intangible value to its client and that goes beyond what it intends to sell. This promise does not need to be something grandiose or revolutionary, but rather a commitment that sets you apart from your competitors.
Unlike the gist, the promise can be used as a slogan or a sales pitch.
To start designing a brand person, it is necessary to imagine the brand as a real person, who has their own skills, tastes and behaviors. This exercise may seem silly at first, but it will ensure that your brand stands apart from your competitors.
As we said before, the identification or admiration for the brand person of a brand can promote an emotional bond between the company and its customers.
When someone hesitates between products with similar features and prices, it is very likely that the decision will be defined by personal identification with one of the brands. In other words, the brand person will have a decisive role at that time.
To get started, try answering the thoughtful questions below, always keeping in mind the brand as if it were a person:
- How old are you?
- What is your profession?
- What topics interest you?
- How do you communicate with each buyer persona?
- What impression do you want to give to the people you interact with?
A very common mistake is to build the brand person based on the personality of the company’s leaders. Although in some moments that is the right path, it may be that the best person for the brand is not a mirror of the personality of the CEO.
In addition, it is important to keep in mind the company’s history, the needs it satisfies, its differential in relation to competitors and what it contributes to the market as a whole.
These factors can indicate peculiarities that will make a lot of difference in the construction of content and in other marketing actions.
To illustrate, we can use as an example a modern and, at the same time, refined bar. In this context, the brand persona could be a 40-year-old woman who likes to travel, craft beer and unusual drinks, but who appreciates haute cuisine and the careful attention of the restaurants she visited on her trips. her.
A person who is looking for a place to organize a happy hour will surely choose the bar that has the characteristics that they like the most. For this reason, these particularities of the brand person must be perceived in customer service, in the options of dishes and drinks available on the menu, and in the social networks of the establishment.
How to document the brand persona
After defining the main characteristics, it was time to compile everything in a document and make it available to everyone in the company. In general, companies make one.
In order for the team to truly immerse themselves in this universe, it is worth betting on storytelling. Tell a little more about the person and define details that make them more authentic, such as: if they have a hobby, if they play sports or if they defend a cause.
In case you want to improve the visual of the slides, choose a photo of a person that represents the desired profile. Good images can be found on free Web sites, such as and.
Once this is done, the next step is to build the blog, the and the, always using the characteristics of the brand as a reference. In doing so, make sure you maintain a balance between institutional, promotional, and relationship content.
Finally, create template emails or social media posts so marketing and sales teams will have good examples of how the brand should communicate on each channel.
The brand persona in practice
To visualize how all this works in practice, we will use the example of a fictitious company: a language school whose buyer persona is a curious 25-year-old who travels a lot and is in full professional growth.
Thinking about this profile, by building an editorial calendar for the academy blog, it is possible to address topics such as language teaching, personal development, career growth and travel suggestions.
That way you can attract people who were doing other searches on the Internet and had not yet thought of this product or service.
Let’s think of examples: a teenager who was looking for information for her first international trip and who, among many recommendations for the trip, realizes that she needs to learn the basics of the local language. Or a professional from a large corporation who, in her quest to grow in her career, realized that her fluency in English will be a key element in achieving that goal.
With a well-defined brand persona, your company’s communication will be more consistent and marketing actions will be much more successful!
So, did you like the suggestions?
To learn about other strategies designed to charm and retain your customers, also read the post “”
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