What is Brand Persona and how important is it in digital marketing?

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Building a modern brand is essential for any type of business. This investment will help companies stand out from their main competitors.

Furthermore, by developing a specialized branding strategy , organizations can make consumers associate their image only with positive characteristics, such as quality and innovation.

But that’s not enough. In order to get the best results, you’ll need to get even closer to your target audience. The idea is to build a lasting relationship that will generate new sales.

Therefore, it is necessary to “go further” and act with fusion database strategic action. Therefore, the ideal option is to create a Brand Persona strategy .

What is Brand Persona?
In short, it is the act of personifying a brand’s values.

Thus, one or more characters will be created, with the function of representing the tone, image and style of the company, in front of consumers.

This activity is very important because it will facilitate communication with your audience, serving as a guide for the marketing team . This way, professionals will know more about the behavior, trends and key data of these consumers.

As a result, the Brand Persona will contribute to better brand positioning, in addition to improving the relationship and interaction with each person.

How to discover your company's Brand Persona?
First, imagine this construction as the creation of a real individual, who has feelings, ideas, his own style, etc. This way, it will be easy to develop this strategy.

In addition, there are 4 points that must be evaluated in order to structure the best Brand Persona for an organization. Check out each one below:

Pillars of a Brand: to begin, you need to know the keywords that summarize and define the description of your company. One tip is to review all of your online content, noting the most used terms that are in line with your business;
Brand Essence: This is what builds your personality. Use two to three words to define the essence. Take Apple as an example: freedom and autonomy;
Brand Promise: this is an agreement between the company and its customers. It describes (in a subjective way) the main benefits that the consumer will receive when purchasing one of its products or services. At this stage, it is necessary to reflect. Therefore, think about and identify the differences between your solution and the solutions presented by each of your competitors;
Mission Statement: You will need to create a clear statement of purpose for your brand. This will make it much easier to guide future strategic actions and better understand the company’s mission.
Bonus Tip to Build Your Strategy
Another important point is to define rules that support the organization in creating an efficient communication structure . Therefore, it will be necessary to pay attention to the tone of voice, use of slang, forms of argumentation, citations and references.