Brand persona and buyer persona are two separate concepts in marketing, and both can help your company get better results when communicating with your audience.
But while a buyer persona relates to those your company wants to talk with, the brand persona indicates how you will be able to do so.
Confused?
A company needs to learn a lot of relevant guatemala phone number data topics about itself to hit the big leagues, and the brand persona is one of them.
Though we strive to build brand conversations that talk the language of our consumers, there’s a part of a brand that always shows off: the brand persona.
It involves the characteristics that stand out in your text, the message you’re aiming to deliver, and how all of this is received.
In this article, we will address:
- What is a brand persona?
- How to build a brand persona?
- Differentiate your company with a brand persona
- Show the real benefits your brand has to offer
- Keep your customer closer
- Success cases: 3 companies that excel in with the advent of generative ai their brand personas
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What is a brand persona?
To introduce you to a brand persona, we couldn’t do it better than Apple did in 2006 with its “Get a Mac” campaign.
It perfectly encapsulates the concept in a series of short videos that present the interaction of two characters: a Mac and a PC guys. The quick video below is a masterclass in building brand personas.
In this piece, the Mac and the PC guys introduce themselves to the camera and banter about what each of them can or can’t do.
The characteristics of each brand are personified.
That would be the general concept of a brand europe email persona. It’s what people perceive in your brand every time they interact with its products, social media content, and customer relationships department.
Brand personas are strategic for businesses because they create a representation of the key aspects of your company.
Through the marketing department’s understanding of user data, good brand personas look like someone your customer would like to interact with in real life.
Authenticity is essential for a brand persona that works since it helps establish trust and maintain a good relationship with customers throughout their life cycle.
How to build a brand persona?
Now that you fully understand what a brand persona is, it’s time to move on to an important topic: how they are built.
After all, brands aren’t like Mac and PC guys. They don’t exist in the real world and must be created based on certain aspects of your audience.
So, let’s look into the step-by-step process of building a brand persona.
1. Understand what makes your brand
Building a brand persona and building a brand itself are very similar things when you look at them up close.
Both processes demand a greater understanding of the company’s mission, promise, essence, and pillars.
To make a brand persona for your business, start by looking at how it differs from the competition. These are the crucial things in making yours stand out.
2. Look closely to your customers
Another important thing to remember when building a brand persona is that the personification of your company should allow it to interact easily with your customer.
For this to work, the traits of the brand persona should be complementary to your buyer persona.
Therefore, study your audience’s age, what they watch on TV, and how they communicate. This will be fundamental in establishing who your brand persona is.
A persona doesn’t have to be a person. An object, an image, an animal, and even a cartoonish version of your company can all be personas.
The goal is that your persona should encapsulate well your company’s traits. So, it wouldn’t be odd if an insurance company — that wants to be perceived as reliable — represented their persona as a dog of breed.
Conceptually, your persona can be anything. It’s how you map your persona’s personality and build it, developing a tone of voice, a graphic style, and other traits that matter.