Developing an online persona for your brand

One of the more striking insights from our recent workshop on Social Media Management was the need to develop an “online persona” for your brand or internet presence.

For businesses and brands who have websites or social media accounts, this choice of persona has redefined what marketing professionals call “positioning.”


The aspect of our brand which we highlight for others to see, has become a crucial decision that businesses will have to consider.

We talked to Wence Wenceslao, Group Head for Enterprise and Partnerships at technology solutions firm Rising Tide Inc., for her thoughts on this matter.


Why is there a need for brands to develop an “online persona”?

Online persona is a brand or a personality’s identity presence online. For brands, it can be shaped as a persona most relatable to its audience.

An online persona helps people engage to brands and personalities in a more humanized way. More connected, more authentic—these attributes allow brands and personalities to have a deeper rapport with the audience.

How different (or similar) should this be from your actual, normal self/brand?

Consistency is key, so that the audience has a seamless connection between your online and offline presence. It’s important that your online and offline branding, personal or corporate, convey the same message—the same feeling.

How can the development of this “persona” help a company’s bottom line?

Once you establish a stronger online presence, you engage more customers. For example, we can offer resources to make smarter decisions in picking the right products, or we can convert a customer service disaster into a delightful experience. Online is the fastest and most flexible channel to do that.


In addition, you learn more about your potential customers through online data or profiling. This valuable data can help improve products and services, thus improving the company’s bottom line.

Wenceslao will lead a workshop on Sept. 13 to 14, 2016 entitled “The Essentials of Social Media Management” at the Inquirer Academy, on Don Chino Roces Avenue corner Ponte Street, Makati City.

This workshop is recommended for marketing and/or communications professionals, social media practitioners, and other professionals who wish to explore how to best use these new media to improve customer/stakeholder engagement and complement existing marketing communications efforts.

For more information, e-mail [email protected], call (632) 8341557/ 8008110 and look for Jerald Miguel, or register online through www.inquireracademy.com.

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