If you are studying digital marketing strategies, you should know two fundamental and relevant terms: the Brand person and the Buyer person.
In general terms, the buyer person is a representation of the ideal consumer profiles of your brand. In addition, there is another type of personal marketing, less known, but very important for your communication with consumers to be consistent: the brand person.
Have you never heard this term? Don’t worry! In this post we are going to explain why you should observe these two types of personal marketing and what are the main differences between them.
VIDEO | Get to know your Buyer Persona in depth to get more customers
What is the Buyer Persona?
Knowing your market and your potential customers is essential for the growth of your business, which is why creating buyer personas is a crucial step in building your brand’s content marketing strategy.
Also known as , these people synthesize the profile and behavior of people who are more likely to be interested in your products or services.
Based on a market study and through interviews with your current customers, you can create semi-fictional characters that represent the people you intend to reach with your marketing actions.
Having those people documented will allow you to make much more accurate decisions. In other words, those moments of doubt about which strategy to adopt become much calmer when you understand who you are talking to.
What kind of information do buyer personas offer?
Unlike the , which is a broad view of a part of society that you intend to reach, buyer personas provide a deeper view of the potential customers that make up that audience.
Therefore, in addition to demographic data —for example, gender, age and socioeconomic profile—, a buyer persona study can go even deeper, identifying personal tastes, hobbies, problems that need to be solved and desires.
Still have questions about what a buyer persona is? In this special class you can .
Now we will define the Brand person to find the differences with the buyer person.
What is the Brand Persona?
In the same way as the Buyer Persona synthesizes the main characteristics of your client, the Brand Persona represents the personality of your brand. In other words, she embodies the values and perceptions you want your audience to have of your company.
Many companies focus only on the definition of the buyer person and, therefore, end up building a communication without identity.
For this reason, creating a Brand Persona is essential for those who are developing a content strategy, whether they are blog articles, or publications. The definition of your Brand persona will guarantee the maintenance of the same tone of voice and the transmission of the desired message throughout the purchase journey or buyer journey.
In addition, marketing professionals believe that, despite factors such as price and quality, the consumer also takes brand identification into account in their purchase decision.
In other words, if your client hesitates between brands because of similar prices and quality, possibly the approximation with the personality of each brand will be the most important factor in the choice and an effective way of .
VIDEO | Do you want to know what your buyer person really needs?
Is the Brand Persona the CEO of the company?
It is very common for those who are going to create a brand persona to be inspired by the personalities of company leaders.
This strategy can be interesting when the goal is to create a closer relationship with customers. For example, you can send emails signed by the director of the company and use his vocabulary and personality on social networks.
Furthermore, in companies named after their founder, this association between the personality of the leader and that of the brand can make sense. We have the example of cosmetic brands signed by celebrities, which take advantage of the characteristics of these artists to create their marketing actions.
In the meantime, caution is needed in assuming that tone of voice. There are cases in which company leaders are people who do not want to be spokespersons or who do not reflect the message that the brand wants to convey.
For example, a sneaker brand may want to position itself as modern and bold, but its leaders are traditional executives. In this case, it is necessary to create a brand person that synthesizes the objectives of the brand.
How to create your Brand Persona?
To guide you in the construction of this type of marketing person, you can try to answer some questions thinking of your brand as if it were a person:
- How old is he/she?
- What is your profession?
- What do you like to do in leisure time?
- How do you communicate with each buyer persona?
- What is your purpose in the world?
- How is it different from its competitors?
At the end of these investigations, you must prepare a document containing the following information:
- brand pillars
- Voice tone
- Vocabulary
- Topics of interest (in addition to those related to the brand itself)
- Flags or causes that the brand defends
The Brand Persona serves as an internal guide for marketing and sales teams to plan their actions more coherently and increase the brand awareness of the companies.
For example, imagine a cosmetics company that defines itself as a 30-year-old woman, an entrepreneur, who likes to watch TV series, go out with friends and practice yoga. She wishes to raise the self-esteem of other women and defends the flag of her self-love.
His tone of voice is sensitive and friendly. She likes to call customers friends, and in addition to talking about cosmetics, she gives advice on healthy cooking and physical activities, such as Yoga, Pole Dancing and Running.
With that profile in mind, it is much easier to plan your content strategy, your products and communicate with your buyer personas in any part of the purchase funnel, do you see it?
It is important to reinforce that you do not always need to advertise that type of marketing person. In truth, your customers don’t need to know that your brand is a 30-year-old woman, they just need to perceive and identify with the values you want to associate with her.
VIDEO | We answer questions about Buyer Persona and sequence of Mails | Q&A#27
Person or Character?
In some cases, brand personas come to life and become characters. This is the case, for example, of , brand and fictitious character produced by the Japanese company and that has been the most popular of this company for a long time.
As we all know, girls all over the world grew up idolizing the Japanese firm’s cat, buying school supplies, stickers, stuffed animals, etc.
However, the through its representatives that “Hello Kitty is not a cat. She is an animated character. She is a little girl”.
It is clear that success is related to the intimacy created between consumers and the character, whose communication is fun and accessible, demonstrating the values and positions of the company.
In other words, when deciding between a brand person or a character, it is necessary to take into account the objectives of the brand. Only then will you be able to define the best way to connect with your consumers.
Define your marketing personas and set yourself up for success
Correctly defining your customer profile and the personality of your brand will give you the opportunity to focus your marketing strategies and make them more efficient.
Thanks to this previous work, you can optimize your resources, advance faster and start generating profits!
correctly defining the Buyer person and the Brand person so that your messages reach the right audience and your business is on the way to success.
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