For a brand to be successful and differentiate itself in the market niche, it is necessary to invest in different resources. However, many of them are left aside, mainly by small businessmen, who believe that it is not time to have certain devices, such as the Brand Persona.
However, we know that consumers are more demanding and consuming only brands that identify themselves. Therefore, having a Brand Persona from the beginning is essential to create a connection with the public and create one’s own identity in the market.
Do you want to better understand the subject and get ahead of your competitors? Read on.
Brand Persona: how and why to create your?
Differences between Brand Persona and Buyer Persona
Buyer and Brand Persona are closely related. Therefore, it is common for people to confuse and not understand the difference between the concepts. However, especially at the time of construction, it is essential to understand what each one of them is.
The Buyer Persona is “customer guy,” represented by a semi-fictional character who is the ideal customer for your business. So, the company defines that person’s profile, through its main characteristics:
- Places you frequent;
- Marital status;
- Tastes and customs;
- Social class.
On the other hand, Brand Persona is the “face of the company”. Therefore, it is the representation of the brand, its tone of voice and its personality. This makes consumers feel closer to the brand.
A clear example to improve understanding is Lu, from Magalu. It doesn’t matter who is talking to the consumer, but the style is always the same, it’s as if “Lu” herself is on the other side of the screen.
Brand Persona does not always need to have an “image”, like the example we mentioned of Magalu. It is possible, yes, that this concept is applied only in the other characteristics, as it happens with NuBank.
Reasons to Create a Brand Persona
So, brands like Netflix, even if they don’t have a character to represent them, they manage to humanize. For this, it uses a younger language, is present on social networks and interacts with consumers.
This is because the company suits its audience. In other words, it creates its own identity based on the Buyer Persona. Companies that invest in a Brand Persona manage to get their target audience closer to the brand as if it were a friend.
Standardization of the team
Imagine that you have a problem with a certain brand and you are trying to solve it. With this, your contact is passed on to different sectors, but some people are formal, others more informal and there is no consistency in the contact, as each person deals with it differently.
Brand Persona eliminates this type of contact. In addition to creating it, it is important that all employees undergo training and have a document that explains the brand’s positioning and tone of voice.
With this, the client will be part of a more standardized process, but it is worth emphasizing that it should not be plastered. This will make you understand that the company is really willing to solve your problem and the resolution will flow much better.
If the customer identifies with the brand and with its way of being, it is certain that its engagement will increase. With this, he will refer her to friends, defend her in speeches that may arise among acquaintances or even on the internet.
In addition, it is clear that people tend to believe in new products that the company may launch in the future. In other words, it creates a connection and trust, which is extremely important for customer retention.
Step by step to create a Brand Person
Know the brand
The pillars represent the company’s ideals. It’s all that she has strongest in her identity and that serves as a basis for defining other things, like the Brand Persona. So we define this as the first step.
So, to start, list all the pillars on which the company is based. It’s possible that you don’t have this information documented, but of course you already have these underlying pillars. Some examples are:
- Age diversification;
- Proud to be on the team;
- Not having prejudices;
- Market orientation.
During the Brand Persona building process, it is important to always go back to this list. Thus, it will be possible to analyze whether the brand is distancing itself or not from what it preaches as a pillar.
The essence of the brand is a short phrase that represents who she is. So it works like a mantra for the whole team. It is noteworthy that it is not the slogan, it is the essence. Some examples are:
- Nike — Authentic Athletic Performance.
- Starbucks — Rewarding Daily Moments.
Thus, the construction of the brand’s identity will be guided by these mantras. No wonder Starbucks is always looking to innovate in the customer experience, precisely to provide these daily moments.
The mission is the reason the company exists. It should be short but inspiring and consistent. In this way, it will guide the entire team around the main objective, in addition to ensuring that behaviours are in accordance with this “phrase”.
So, the Brand Persona will also be built with the mission in mind. For example, a company whose mission is something related to sustainability needs to encourage these practices by their actions and way of being.
Some mission examples:
- Google — Organize the world’s information so that it is universally accessible and useful to everyone.
- Amazon — to be the most customer-focused company in the world and strive to offer the lowest possible prices, giving customers the chance to find and discover anything they want to buy online.
Build your Brand Persona
Once you know and write down the characteristics of the company, structure everything in a document. At first, it doesn’t need to be organized. Brainstorm with the team and put the main ideas on paper.
At this point, think of the brand as a unique person and suggest characteristics that you consider important, according to the reality of the brand:
- Matters of interest;
- Voice tone;
- Brand personality;
There are situations in which the company is entirely regional. So it’s important to build the image based on that location to impact specific leads. In other situations, such as for more comprehensive brands, it is not interesting that the identity is so regional. Pay attention to these particulars.
Remember that, despite all the characteristics mentioned above, it is not mandatory for the Brand Persona to have a “face”. It is totally possible to create all this identity just on top of the brand name.
Put into practice
Certainly, at first, it will be difficult to adapt to the customs and personality of a fictional character. But over time, it will become a habit and you will find that the results and audience engagement will be much greater.
In order not to have problems with unplanned changes, always have a guide with all the documented strategies. Thus, it will be easier to transform into that character when creating content for the brand or interacting with the public.
Having a Brand Persona is caring about your brand image. It’s about thinking big and nurturing the relationship with customers and prospects. Therefore, be sure to invest in this strategy and give life to your company.