The importance of creating a brand persona 

Online presence is already part of your company’s strategy, right? Now it is time to understand the importance of creating a brand persona!

Different from your customer’s persona, your brand persona is the voice you use to communicate with your audience.

Understanding the right language to speak to your customers is the difference between being just another company or actually gaining loyal followers for your brand.

Next, understand how to create a persona for your company and captivate your customers.

What is Brand Persona

The term Brand Persona is used to refer to the personality created for a brand to communicate with its audience in a more natural and human way.

By defining a personality for a brand, you position the tone of voice, language, and the way the brand approaches its topics and talks to its customers.

Difference between Brand Persona and Buyer Persona

While the Buyer persona is your “ideal customer”, i.e. the person you need to captivate to become your customer, the Brand persona is your brand personality.

The personality of your customer is defined by gender, age, profession, habits, preferences, among other characteristics of your consumer. By gathering this data you find out what your customer wants to hear and in what way.

On the other hand, your brand personality is defined by the values you want to convey to your audience, that is, who your brand should be to speak the language your customer needs to hear.

Why create a Brand Persona

By creating a brand persona you get closer to your audience and create a connection by communicating in a more real person-to-person way.

The consumer feels more comfortable in being approached in a more personal and less corporate way, feeling that they are talking to another person and not to a company.

Based on this strategy, many brands have adopted, in fact, an avatar that represents a character to virtually attend to their customers in a closer way.

How to create a Brand Persona

The first step in creating a brand persona is to understand the purpose of the brand, that is:

Why was the brand created?

What does it hope to achieve?

What are its values?

After looking inward, it is necessary to look outward, to understand who your customers are:

Listen to your audience

Understand what they expect from your company

Understand the best channels to communicate

Once you define who you talk to, you will be ready to define how you will establish this communication.


The relationship between company and customer should be as close as possible to a relationship between two individuals.

For this, having well defined what your brand personality is is essential.

Building a brand persona can help you create a connection with your customers and turn them into more than just consumers, but followers.

If you are looking to strengthen your company’s communication strategies, Tier Digital offers solutions for content creation, social network administration, web development and much more. Contact us and get to know our services.

Brand positioning: how it can help you grow

Brand positioning, or branding, is how you want to be remembered and recognized by your customers. 

Your branding strategy or even rebranding should be the center of attention in your planning for you to sell more and build credibility and trust in the market.

This strategy enables you to win the admiration of your audience and fix the advantages of your service or product in the customer’s mind.

Brand positioning is simply the public’s perception of a brand.

These strategies are used by leading companies and can help you get clarity about your business and define how you want to be remembered in the marketplace.

How does brand positioning work?

Brand positioning is a branding strategy that focuses on your customers’ perception of your brand and not your products or services.

To secure an audience and carve out a unique space in your customers’ imagination, you need to know your target audience very well.

You need to have a clear image and decide what image you want your company to convey.

Create a real union between the proposed values and solutions and the personality of your brand, with the feelings and affective memories of the public. 

No matter what type of business or market your company is in, brand positioning is the place your brand occupies in the public’s mind, a place that will be preterested also by your competition.

If your brand does not stand out or present differences from the others, your customers may end up opting for the competitor.

How to find the strong and striking points of your business?

Map out some points that can help you understand your audience and your brand.

Know who your product is aimed at

You must know your target audience very well.

Create a persona, as if it were an ideal client.

Try to know your public’s gender, age, social class, where they live, consumption habits, pains, and dreams.

Understand what your audience’s greatest desire is.

The more you know about your audience, the more assertive your brand positioning will be.

Understand the problem your product or service solves

When it’s time to do your branding, it is essential to know what are the characteristics that differentiate your product.

It is essential that you understand what problems your business can solve for your customers. 

These advantages and benefits brought by your product or service need to be directly reflected in your brand positioning.

What differentiates you from your competition?

Besides knowing everything about your product and your audience, it is essential to always study and understand the context or market niche in which your company operates.

It is necessary to understand and know the behavior of the market, the audience, and your competitors. 

Start planning now how you want your brand to be positioned.

With good branding you will satisfy and retain more customers and attract more audience to your brand!