Post by account_disabled on Feb 28, 2024 10:37:59 GMT
In the previous article: " Inbound marketing: job to be done and buyer personas in color " we talked about job to be done, its meaning, how it can be useful for identifying the needs of our buyer personas to allow the company to satisfy them. We also talked about the techniques that can be used to identify the target audience that the company wants to address. But how does a brand communicate with its buyer segment ? How to set up communication ? Based on what characteristics of the buyer ? The job to be done can also help us in the promotional phase. Tone & Mood: how important is the Job to be done in choosing the brand voice? When we talk about tone & mood we are referri
A Brand Persona with a winning tone and mood will easily be able to convert prospects into customers and retain them. To do this, the Job To Norway Phone Number Be Done operating model will be of fundamental importance. How can a brand communicate something if it doesn't know who it is and who it's talking to? Before answering, you must understand: What exactly is meant by Brand Persona ? Why does it need a strong communicative identity ? How do you use tone and mood ? As we have seen, there are archetypes that identify the typical buyer, the buyer personas , and through their profiling, with the buyer personas canvas method , it is possible to have a better understanding of the buyer segment and the benefits that the company can really offer to customers with the job to be done.
All this leads to the definition of another figure, the Brand Persona , which allows us to qualify the company by providing it with human and relational characteristics , essential for relating to the customer. We talk about: define the value proposition know the brand mission conceive a brand vision communicate all this through a brand voice . “With the right tone you can say anything, with the wrong tone nothing: the only difficulty is finding the tone.” So suggested George Bernard Shaw, Irish linguist and Nobel Prize winner for literature. The company is not only responsible for finding a convincing and characteristic tone of voice but, above all, for generating a mood . In fact, it is the sensation, the mood and the image that the brand creates that have the main role in persuasion , as emotional marketing teaches us .
A Brand Persona with a winning tone and mood will easily be able to convert prospects into customers and retain them. To do this, the Job To Norway Phone Number Be Done operating model will be of fundamental importance. How can a brand communicate something if it doesn't know who it is and who it's talking to? Before answering, you must understand: What exactly is meant by Brand Persona ? Why does it need a strong communicative identity ? How do you use tone and mood ? As we have seen, there are archetypes that identify the typical buyer, the buyer personas , and through their profiling, with the buyer personas canvas method , it is possible to have a better understanding of the buyer segment and the benefits that the company can really offer to customers with the job to be done.
All this leads to the definition of another figure, the Brand Persona , which allows us to qualify the company by providing it with human and relational characteristics , essential for relating to the customer. We talk about: define the value proposition know the brand mission conceive a brand vision communicate all this through a brand voice . “With the right tone you can say anything, with the wrong tone nothing: the only difficulty is finding the tone.” So suggested George Bernard Shaw, Irish linguist and Nobel Prize winner for literature. The company is not only responsible for finding a convincing and characteristic tone of voice but, above all, for generating a mood . In fact, it is the sensation, the mood and the image that the brand creates that have the main role in persuasion , as emotional marketing teaches us .