One of the centerpieces of promoting your brand online is having a consistent tone. It’s one of the best ways to ensure you connect with your target audience—if your content sustains the same tone and mood, it’ll help reinforce exactly what your brand stands for. This is a broad concept, and can range from ensuring your video ads sustain the same color palette to enforcing unified “voice” across print ads. It coalesces into an overall general mood or tone that your advertising conveys, and your visual marketing then has a characteristic persona that carries across mediums.
It’s a distant cousin of publications that have distinct style guides, where each author (regardless of background) must follow certain parameters in their writing. Either way, it’s a useful way of formulating your general marketing strategy and helps refine your tone across all platforms.
Some brands take this in a more literal direction. It’s become common practice for insurance companies to have brand mascots (see: a talking gecko; the human manifestation of disaster, Flo). Fictionalized spokespeople that act as a representative for the brand, or at least sustain the tone across multiple ad spots. This isn’t dissimilar from product mascots that are commonplace with long-standing food brands (e.g. Tony the Tiger).
On the other hand, you can also create an online persona that writes on behalf of your brand. This allows you to double-up with a distinct editorial voice that can sustain the tone and focus of your branding. Your brand-representative author can write informative content or discuss topics that resonate with your audience. It’s a means of augmenting your brand authority, and touching on topics that your direct advertising may not be able to cover.
When creating an online persona, you’d do best to consider:
What will your persona cover, and what will be the main topics they discuss? If your company specializes in sportswear, your author persona could devote their writing to personal training, fitness, or even sports analysis.
Will your persona be addressing a specific age group, region, or subculture? Does your author’s tone and topic focus align with the interests of your specific audience?
Will your persona be writing through a company blog, or speaking from a partner publication? You might need to adjust the previous two considerations assuming your persona is writing from a non-branded source.
All in all, the construction of an author persona can help further the reach of your brand, and can increase brand impact through accessing specialized channels that might otherwise not be available.