Let’s be honest, you’ve probably heard about customer personas or customer avatars, but that’s about it. Probably.
So, I’m here to tell you that just like you need an ideal customer avatar or a buyer persona in digital marketing, you also need to create a brand persona.
But before we dive deep into the exciting details of a brand personality, let me just mention that this is part of the discussions of the four machines that you need to start building a business.
So, now we’re talking about one of my favorite machines—the customer experience machine.
It’s about providing a positive experience throughout the customer’s journey. And that will help your business stand out from the competition.
There are five elements of creating a customer experience machine, which we’ll be talking about in a series of posts.
- Brand avatar
- Intentional touchpoints
- Product design
- Product delivery
- Customer support
We’re gonna start with the brand avatar.
Creating a business avatar is about figuring out the personality of your brand and showing that personality consistently at every point of the customer journey with your business.
That will help create a positive customer experience.
Think about it.
If you show up in your business one way before people buy from you, and then you show up completely differently after that, it’s gonna be a big problem.
That’s why you need to think about your brand persona when you create a customer experience strategy.
Let’s dive deeper into that.
Want to dive a little deeper into the subject? Listen to Bobby discuss the concepts in this post in Episode 276 on the Certified BADA$$ Online Marketing Podcast!
Here’s What We’ll Be Covering…
- The first element of building a customer experience machine: brand avatar
- What’s a brand avatar and why it’s important
- Why you need to have a consistent brand feel
- How you should establish a brand voice
- Why your brand designs should match your avatar
- Why your brand avatar is not something you make up
- Tips on how to create your brand persona
What Is a Brand Avatar and Why Is It Important?
Your avatar or brand persona is your brand’s personality that reflects what would appeal to your target customers.
It embodies your brand’s values and collective personality traits. It humanizes your business so that your brand resonates with your target audience.
A brand avatar helps set customer expectations.
People decide to buy from you based on how you show up on the front end. So, when the customers interact with you, they would expect to have the same experience from you once they’re in.
But if you show up in a completely different way on the back end, some of your existing customers might be upset because that’s different from their expectations.
You don’t want that to happen.
Instead, you want to make sure that they have an outstanding client experience all the time so that they’ll keep coming back and even tell other people about your business.
Also, a brand avatar attracts the right people.
If you don’t think about your business avatar, you’re going to attract the wrong people. Ultimately, that’s going to affect your ability to deliver a great customer experience.
They may have different sets of values that don’t align with your brand personality, and so they won’t have the experience that they expect. They’re not gonna be happy.
How Can Your Brand Avatar Help Create a Customer Experience Strategy?
You need to create a brand avatar to make sure you deliver a customer experience that keeps customers coming back. So how do you do that?
Create a Consistent Brand Personality and Feel
You need to create a consistent brand personality and feel throughout everything you do in building your business.
Whether your customer first encounters your brand by listening to a podcast or interacting with you on social media, there must be consistency.
Whatever channel you use to attract or interact with your audience, your customers can identify your brand because of your brand personality.
Consistency can be subtle, but it creates a comfortable feeling for your audience, which leads to a better customer experience.
Establish Your Brand Voice
Your brand avatar also has to do with your brand voice.
For example, my personal brand comes across as rebellious and snarky. But being a rebel to me means that I stand up against the status quo in our industry.
My brand voice shows that I’m someone who points out the wrong things and isn’t afraid to rock the boat.
Another part of my brand personality is being a protective big brother.
You’ll hear people say that sometimes I’m snarky when I do stuff, but it almost feels like I’m a preacher at the pulpit preaching to my flock.
I talk from the heart about things that matter, particularly when it comes to online marketing strategies, and you can feel that I’m here to call BS on the BS.
Sometimes I do it in a fun way, but sometimes we gotta be serious.
So again, your brand voice will help you provide a consistent experience throughout because that’s your brand personality.
Match Your Brand Designs with Your Brand Avatar
Another way to provide a good customer experience is by having a consistent brand design that matches your brand avatar. It helps establish an instant connection between your brand and the customers, consequently building brand credibility and recognition for a better customer experience. For example, when you go to my website, social media, and other channels, you’ll notice that the design matches up with my business avatar.
Most of my pictures are black and white with me wearing sunglasses, looking off in the distance and not directly at you. It’s going against the norm even in the way that I take pictures.
We also don’t have clean lines. Instead, we have the paint splatter and a grungy rock and roll kind of feel because that fits the rebel brand.
Visuals are powerful representations of your brand, so you also need to be consistent.
How Do You Make A Brand Persona?
If you don’t have a brand avatar yet, you need to start thinking about it.When creating your business avatar, it’s important to reflect on how you want to appear in front of your target audience.
Now, here’s an important thing to remember:If you’re a personal brand, your brand avatar is not something you make up. It’s who you are.
Your brand avatar should embody your personality and how you come across personally in your life.
So, you need to think about this and do the work to figure out what is your personality and how that will show up as a brand avatar.
Here are some tips to get started if you’re a personal brand:
- Create an overview of your brand.
- List your characteristics and identify the personality traits you want to highlight.
- Describe how your brand persona would speak and engage with your customers.
- Create a brand guide that will serve as a reference to ensure that you’re projecting the right brand personality consistently.
We recommend checking out Patrick Sesko’s Brand Roadmap to help with building a visual brand that communicates your overall brand personality. Patrick is the Branding Expert Coach inside of our Membership and Coaching programs.
Know Your Brand’s Personality
Creating a successful customer experience machine for your company involves having a brand avatar that will allow your personality to shine.
Your brand persona helps you build a real and genuine connection with your people. It also brings a unifying feel to your brand which is a key to a positive customer experience.
At the same time, it sets you apart from other brands, particularly those that cater to the same key customer segments that you have.
When your audience has a successful experience with your brand, they will keep coming back.
Again, customer experience isn’t necessarily about making everybody happy, but it’s about making the right people happy by being you.
Now that you know about the role of a business avatar, you’re ready for the next elements of a customer experience machine: intentional touchpoints and product design.
Read the rest of this series in the posts below:
- 2 Essential Factors of a Personalized Customer Experience
- How to Create Stellar Customer Experience AFTER Your Customer Buys