the power of personifying your brand values - WAU
Brand Persona is a strategy based on the creation of characters with the values of your brand, in order to bring the relationship with your audience closer.
Your brand is your company’s greatest power, but the idea that it communicates only visually is mistaken. A brand is much more than a logo, an identity guide, or visual style.
To be a powerful brand, a communication unit is necessary. And every communication that she wants to transmit must be full of meaning, history and values.
We know that the behavior of consumers who only buy products or services from brands in which it believes, shares the same values, identifies itself and, above all, relates.
The relationship between brands and the public has been compared to partnerships.
And no one who wants to be a partner with someone they don’t believe in, who doesn’t pass credibility and who isn’t clear in their position.
And it is thinking about creating this positioning unit that Branded Content content fits perfectly into digital marketing strategies around the world.
In this post you will learn what Branded Content is, what Brand Personas are and the importance they have for companies today.
After all, what is Branded Content?
As we said in a previous post, the main definition of Branded Content is:
“A quality content strategy that is related to the universe of which your organization is a part and is relevant to your target audience.”
Content produced according to this strategy is not intended to sell or “push down the readers’ throats” products or services of the brands.
They intend to go viral, tell stories, promote engagement and, above all, relate the values and beliefs of your brand with the values and beliefs of your consumers.
For these objectives to be achieved, companies must follow important steps and use well-designed strategies, based on the principle of conducting internal and external research.
THE brand needs to know who she is and what she proposes. Only then will your beliefs, your message and, inevitably, your products and services be passed as honestly as possible.
The creation of a Brand Persona is essential to embody all the most important points in the brand’s communication strategy. They present the company’s values that converge with those of its public, which are represented by this Persona.
Let’s learn everything about this Brand Personas below:
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Buyer Persona Vs. Brand Persona: What are the differences and similarities?
We talked about Brand Persona previously, but before we proceed with the creation processes, we need to understand the difference between Buyer Persona and Brand Persona.
In one of our first posts, we defined Buyer Persona as semi-functional profiles that represent your ideal buyer.
As the name suggests, she is a character created to help your company better understand who your customer is and what he needs. Through this understanding, we will try to answer all your questions and concerns when using search engines.
A work focused on Buyer Personas is undoubtedly a work focused on the study of keywords, search behavior and content mapping.
This strategy considers the different stages of a possible customer between the discovery and the purchase decision. It is one of the main tools for generating traffic to blogs from several companies from different segments.
A Brand Persona brings a concept similar to that of Buyer Persona when we think and analyze the structuring of a character.
However, its objectives do not always use similar measurement mechanisms, as a Brand persona collaborates for a Branded Content strategy, and the measurement of results goes beyond the traffic generated and the objective of ranking on the first pages of Google.
The main objective of a Branded Content strategy is to generate engagement and bring customer values closer to brand values.
Branded Content strategies do not have the main function of creating a customer movement from discovery to purchase decision at different stages of the marketing funnel. This is the main factor that makes a Branded Content strategy different from the strategies designed for search engines with a focus on organic positioning for specific keywords.
The function of Brandend Content is to go viral, and, for this reason, the use of strategies for social networks and partnerships may be more relevant than limiting the use of a keyword.
Unlike the Buyer persona, the Brand persona is focused on what the brand wants to pass as a value and in its way of communicating.
In short, to create a Brand Persona is to write and document a language guide characterized by the tone of speech and a voice of the brand.
These texts are not always related to texts written in the first person. However, they have the construction of a semantic constellation that aims to create words that point out: the speaker’s own ways, slang, regionalisms and identification with their visual language.
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What is Brand Voice and a step by step on how to create it
Planning a Brand Persona
Brand Persona was generally the part of the brand that was most neglected during its construction. There are companies that ignore its importance, and for most of them, a Brand Persona has never been defined or developed in the right way.
There is a tendency to believe that personality and attitude are the most important aspects of a person. They should also be essential for any brand.
When someone chooses to buy from you instead of your competitor, there is in that choice “n” variables.
Among them: price, quality or convenience. However, many times, when all these variables are the same, people buy by identifying their brand.
They buy their ideals, their reasons for existence and their added value. Whether by status or the feeling of belonging to a group or tribe. This factor often subverts the profit itself, making a product / brand that generated public empathy have a recognition of greater value than it is technically worth.
Achieving this empathy is easier through content with a determined voice that aims at engagement and “partnership”. In search of that voice, a Brand persona construction goes through 4 fundamental elements:
Brand pillars are a summary of key terms that embody what your brand is, and should serve as a starting point for the development of your Brand Persona.
During the construction process, these terms will be used to check the value of the brand’s activities and if it is not distancing itself from what it set out to be.
At all times when creating content on your blog, in an ad, or even in your social media posts, the terms must be considered.
It is interesting that the company checks these terms. Does your ad represent the essence behind them?
Establishing the pillars of the brand and always coming back to it is a simple tool to maintain consistency in your communication.
Brand essence is the main defining characteristic. Its essence is usually indicated in two or three words and must remain constant in all product categories. For example:
Disney: Fun, Family and Entertainment
Disney has a history of communicating with the whole family and seeks through its contents to convey the image of a fun, yet safe, family-oriented company with a focus on entertaining.
It is common for anyone who has worked at Disney to see Mickey as the boss of everyone. This aspect is part of the company’s internal marketing strategy to pass on its fun essence in a playful way.
Starbucks: Reward daily moments
The essence of Starbucks is to turn every customer experience into an award. It is not for nothing that your coffee is always written with the wrong name.
The idea behind this action is that you can be unique every day. And the fact is that many customers share, over and over again on social media, their coffee cups with the most bizarre shapes of their names.
Behind this little daily joke, Starbucks generates enormous visibility on social media every day. This is perhaps the most strategic way she used to communicate her essence and generate buzz.
Thinking about this brand essence is the crucial part of building a Brand persona. It is through this essence that the brand is able to discover the tone of the conversation that it intends to start with its audience.
In the examples above, you can see how the companies mentioned use the essence of their brand in their daily communication with their customers and evangelists.
The brand promise is a veiled agreement between the brand and its customers. It is where the brand opens the most gaps to add value to its product.
This value is often intangible and describes the possible subjective benefits that customers “can expect” with each brand interaction through their communication or purchase strategy.
Below, it is possible to exemplify through an easy formula how to describe this promise:
Brand promise = We promise verb (how) + Target (what / through) + Result (what)
At this point the brand promises how it will deliver value to the customer. How it helps. The verbs here are usually in the infinitive and have a connotation of transformation.
The idea is to make it clear what the company is going to do to bring about a change or draw the attention of its customers. Transform, teach, inspire and help are common verbs in the construction of this promise.
Here the brand shows, through which means it will keep its promise. She makes it clear where she wants to go, at what point in the client’s life she will make a difference and what the purpose of that action is.
The target is where the brand will be remembered. Mornings, afternoons, evenings, Mother’s Day, Valentine’s Day, special moments, etc. They are good examples of the target’s functionality in the promise.
It is at this point that it is made explicit what the expected result is. What transformation the brand produces in customers. What she wants to achieve and what is the client’s life point she seeks to improve.
It is good to ask yourself when choosing the result: what is the benefit that people have when consuming my brand? What reaction does my brand have in people’s lives?
See the example:
Coke: “For inspire (like) + moments (that) from + optimism and elevation (what)“
Coca-Cola clearly promises in that sentence what its consumers can expect the brand to do. The video below shows Coca-Cola fulfilling the brand’s promise through the HAPPINESS TRUCK a Banding Content strategy developed by the brand:
It is not necessary for the brand to promise something grand or revolutionary. The promise just needs to be true, with what the brand is or intends to be, showing its customers its empathy with the community of which it is a part.
Knowing what to promise and how to deliver through a clear strategy is essential for building a Brand persona.
Mission statement is a clear statement of the brand’s purpose, its raison d’être, in addition to resulting in profit.
The mission statement helps to guide the actions of a company and helps to understand its brand and build a horizon where it is heading.
Based on a general objective, it guides the decision making of the brand’s strategic actions, and makes it clear to its customers the context of how the company’s decisions are made and how the company sees the world. Mission is the basis for planning the Brand persona of a brand.
How to Build a Brand Persona
Once you have planned the previous points, it is time to get your hands dirty and design your Brand Persona.
Create a document telling the life of your brand as if it were a character. Think about the choice of your logo and its justification, describe the language style that your brand follows – it is not because we are creating a character that the content should always be in the first person.
And most important of all: create rules that organize the communication structure of your Brand persona, such as:
- Semantic constellation (group of repeating words)
- References she uses when speaking
- Quotes and authors she admires
Once you have defined these points, test with your customers.
See acceptance and validate or refute each point. It is important to understand if the language followed by Brand Persona is easy and suitable for the audience to whom it intends to communicate.
Having validated these points, always keep your Brand Persona in mind when writing posts for your blog, making videos and institutional or planning your Branded Content content. Thus, your content will be more personalized and will bring the brand and the audience closer.
Examples of successful strategies
The following examples defined the strategy of creating a Brand Persona that comes to life through a mascot that sometimes speaks in the first person, but not every Brand persona needs to be a mascot.
De Cabrón Chillis and his master pepper maker:
Currently one of the greatest examples of Brand persona of a London brand is the “Chinco”. Fictional character from the pepper brand De Cabrón, who presents himself as the master pepper maker. Chincho always wears a lucha libre mask and never shows his identity.
In its presentation video and blog, the brand’s work in maintaining cohesion in Chincho’s actions is noticeable. All pages of the brand website are “written” by the character, blog posts always follow a semantic constellation, making it possible to notice that words are repeated proposing to create a TexMex environment.
For example: Chincho calls all its readers cabróns and guapas and the theme of the texts always permeates a universe created by the brand for the character.
Magazine Luiza and Lu:
The Magazine Luiza chain of stores is also reaping rewards by choosing its Brand persona. Lu is inspired by the founder of the chain, businesswoman Luiza Trajano, and has a sweet and polite tone when answering all the doubts of those who pass through the virtual store.
In addition to being the main voice of e-commerce service, Lu has a tips portal: the Lu Portal where it relates to the public through tips for each segment of the store.
Lu is also the one who interacts on the brand’s institutional Facebook page, creating promotions and engagement there.
The public’s perception goes beyond what the brand has to offer as a product or service, so brands must look for ways to relate to their audience.
Creating a Brand Persona contributes to the success of this strategy that aims to engage.
The interaction of the brand with the public takes place with the language it uses to relate to it. The more empathy the brand generates through the personification of its values, the greater success it will have in convincing its audience that it is the best option.
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