Brand persona e buyer persona: qual a diferença entre esses dois conceitos?

Quando o assunto é marketing digital, brand persona e buyer persona são termos muito conhecidos, essenciais para se traçar ações e ter diretrizes consistentes sobre o que fazer.

Saber exatamente com quem está falando e direcionando seus esforços na internet é a essência de muitas estratégias digitais. 

No entanto, em um universo onde 4,66 bilhões de pessoas estão conectadas ao redor do planeta, é desafiador acertar em cheio no público certo.

Por isso, tanto buyer como brand persona são importantes para auxiliar gestores e especialistas em marketing digital a acertarem na comunicação, ofertas, promoções, postagens impulsionadas e muito mais.

É essencial conhecer e diferenciar as duas definições, para saber o momento certo de usá-las e de que forma fazer isso, objetivando os melhores resultados.

Entenda neste post o que são brand persona e buyer persona e como tomar melhores decisões a partir da definição delas em sua empresa. Confira.

Brand persona e buyer persona: o que são?

Conheça a diferença entre esses conceitos e entenda porque são tão importantes para sua estratégia digital.

Brand persona

Já parou para pensar que, apesar de ser muito importante conhecer o público e o cliente ideal para atingir, a empresa também precisa ter sua identidade de comunicação? É aí que entra a brand persona.

Com crescente importância, principalmente para organizações que estão começando a marcar presença na internet, por meio das redes sociais ou ferramentas como site e blogs, a definição da persona da empresa é ponto de partida para escolher as melhores formas de comunicação.

A forma como a empresa se comunica, escreve posts e conteúdos ricos, responde interações e age na internet diz muito sobre seus valores, visão e objetivos, influenciando fortemente na decisão de compra dos clientes e na resolução de problemas, por exemplo.

Também conhecida como a “cara” da organização perante o digital, brand persona pode ser entendida como a personificação do que a empresa quer passar para seus clientes e stakeholders.

Sendo assim, deve ser criada a partir de um longo estudo sobre as características da empresa e quais ela quer colocar em evidência, de forma que transpareçam em cada detalhe.

Buyer persona

Lembra que falamos lá no começo do post que a base do marketing digital é saber com quem se está falando? 

É aí que entra a buyer persona, diferente do público-alvo, que é muito importante, porém amplo, ela é mais humanizada e totalmente focada em entender quem é o cliente ideal para a organização.

Diferente de outras delimitações que levam em conta gênero, faixa etária e renda, por exemplo, a definição do cliente ideal se baseia na criação de um personagem fictício que tem as características perfeitas para a compra.

Dessa forma, geralmente a buyer persona tem nome, profissão, hobbies, interesses, características físicas, localização específica, entre muitos outros fatores que auxiliam a empresa a criar conteúdos e outras ações para atender uma pessoa como ela.

É importante ter uma brand persona e uma buyer persona?

Muitos acreditam que trabalhar na construção de apenas brand ou buyer persona já é suficiente, mas é essencial criar ambas para se obter os melhores resultados.

Uma trabalha diretamente com a outra, pois, ao conhecer exatamente o cliente ideal, é importante personificar características da sua empresa que seriam de interesse para ele, não é mesmo?

Principalmente na era em que estamos, onde o comportamento de compra mudou e os clientes procuram se informar muito sobre a empresa, produtos, reclamações e suas ações sociais, é imprescindível se posicionar corretamente e ser o mais transparente possível.

Inclusive, de acordo com o estudo do Kantar, 75% dos entrevistados procuraram saber o que as empresas estão fazendo para ajudar a comunidade de modo geral durante a pandemia.

Sendo assim, essa combinação de brand persona e buyer persona é importante para diferentes frentes e não só para vender mais.

Uma empresa é muito mais que lucro, onde detalhes como a sua forma de comunicar, se posicionar perante problemas e até mesmo o tom de voz escolhido podem dizer muito sobre ela e fazer a diferença.

Além disso, os clientes são mais que números, sendo importante entender qual seria o perfil ideal para se investir.

Como traçar sua brand persona e buyer persona? 

Agora que você já sabe o que são, veja algumas dicas de como delinear as suas personas e ir mais longe com elas.

Brand persona

Para traçá-la, é preciso começar contando a história da sua empresa e os principais marcos, como se ela fosse uma pessoa em vez de uma organização. 

Apesar de parecer estranho para alguns gestores em um primeiro momento, é um exercício interessante para começar a definir a sua brand persona.

Você também pode ir mais além e explicar sobre o nome, escolha de logotipo, valores, missão, visão, cores, como essa “pessoa” gostaria de se comunicar e o que ela quer passar sempre que falar com o público e com a buyer persona.

Para que a forma de expressão seja completa, leve em conta fatores como gírias, tom de voz, referências, formas de agir e argumentar, autores e personalidades que cita e também a constelação semântica, que é um grupo de palavras utilizadas.

Depois de decidir tantas variáveis, é hora de testar e conversar com o resto da equipe, para saber se há necessidade de ajustes, melhorias ou até mesmo uma mudança significativa.

Com o tempo e o surgimento de determinadas situações, datas comemorativas e também desafios, é normal que a brand persona passe por evoluções.

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