{"id":20937,"date":"2022-10-13T20:30:42","date_gmt":"2022-10-13T20:30:42","guid":{"rendered":"https:\/\/romeuprenafeta.com\/3-pinceladas-sobre-como-se-crea-el-personaje-para-una-marca\/"},"modified":"2025-12-02T10:06:44","modified_gmt":"2025-12-02T10:06:44","slug":"3-pinceladas-sobre-como-se-crea-el-personaje-para-una-marca","status":"publish","type":"post","link":"https:\/\/romeuprenafeta.com\/es\/3-pinceladas-sobre-como-se-crea-el-personaje-para-una-marca\/","title":{"rendered":"3 pinceladas sobre c\u00f3mo se crea el personaje para una marca:"},"content":{"rendered":"<p>Moltes marques disposen de personatges, mascotes o icones que poden suposar la principal eina per a captar l&#8217;<strong>atenci\u00f3 del p\u00fablic<\/strong>, aconseguir <strong>reconeixement immediat de marca<\/strong> i, el m\u00e9s important, un <strong>vincle emocional<\/strong> entre possibles clients i la marca, de manera que el<strong> <a style=\"color: #93bd35;\" href=\"https:\/\/romeuprenafeta.com\/el-neuromarketing-que-es-i-quin-es-el-seu-objectiu\/\">neurom\u00e0rqueting<\/a><\/strong> s&#8217;activa i fa de les seves: pot alterar les emocions i percepcions cap a una marca.<\/p>\n<p>Hem de tenir en compte que el personatge, tant si <strong>perdura en el temps<\/strong> o \u00e9s <strong>ef\u00edmer<\/strong>, causar\u00e0 una sensaci\u00f3 en el nostre p\u00fablic objectiu que hem de saber mesurar abans de posar-nos-hi.<\/p>\n<p>Tamb\u00e9 hem de saber que per iniciar el proc\u00e9s de creaci\u00f3 d&#8217;un personatge de marca, a l&#8217;igual que en tant altres processos creatius, un bon punt de partida \u00e9s disposar d&#8217;una gran <strong>pissarra<\/strong> en blanc, i de <strong>retoladors<\/strong> ben esmolats.<\/p>\n<p>A la pissara podem arrencar per dibuixar el seg\u00fcent esquema:<\/p>\n<ul>\n<li><strong>Objectius qualitatius del personatge:<\/strong>\n<ul>\n<li>Volem aconseguir identitat de marca?<\/li>\n<li>Volem millorar la imatge de la marca?<\/li>\n<li>Volem aconseguir posicionament? (proximitat, simpatia, formalitat, alegria, <em>lowcost<\/em>, exclusivitat, glamur, irrever\u00e8ncia, familiaritat, <em>healthy\u00a0lifestyle<\/em>,\u00a0 duresa, joventut, maduresa, etc. etc&#8230;.)<\/li>\n<li>Volem captar fans?<\/li>\n<li>Volem captar <em>leads<\/em>? (contactes)<\/li>\n<li>Volem provocar compra compulsiva?<\/li>\n<li>etc. etc&#8230;.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Targets: <\/strong>Cal definir el perfil dels diferents tipus de comprador\u00a0 (o consumidor final, o prescriptor) als que ens dirigirem:\n<ul>\n<li>Edat.<\/li>\n<li>Sexe.<\/li>\n<li>Estil de vida que porta, &#8216;tribu&#8217; a la que pertany, manera de vestir&#8230;<\/li>\n<li>Valors del p\u00fablic al que ens dirigim. (proximitat, simpatia, formalitat, alegria, <em>lowcost<\/em>, exclusivitat, glamur, irrever\u00e8ncia, familiaritat, <em>healthy\u00a0lifestyle<\/em>,\u00a0 duresa, joventut, maduresa, etc. etc&#8230;.).<\/li>\n<li>Necessitats que t\u00e9 i que li podem cobrir (Expl.: Qui va de vacances provablement necessita un banyador).<\/li>\n<li>Zona geogr\u00e0fica.<\/li>\n<li>Nivell adquisitiu.<\/li>\n<li>Nivell cultural.<\/li>\n<li>Llocs o espais on els podem trobar i on els apel\u00b7lem (TV, Instagram, LinkedIn, r\u00e0dio, articles d&#8217;opini\u00f3, f\u00f2rums, fires, esdeveniments, etc. etc&#8230;.)<\/li>\n<li>S\u00f3n compradors, usuaris finals, prescriptors&#8230;? (una mare que compra un joguet pel seu fill \u00e9s compradora, i el fill \u00e9s l&#8217;usuari final; un <em>influencer<\/em> o un entrenador personal s\u00f3n prescriptors: ni compren ni usen per\u00f2 recomanen un producte, serveis o marca&#8230;).<\/li>\n<\/ul>\n<\/li>\n<li><strong>Empatia:<\/strong><\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">Un cop tenim clar quin \u00e9s el p\u00fablic objectiu al que ens dirigim (<em>targets<\/em>), caldr\u00e0 fer un sobreesfor\u00e7 \ud83d\ude42 per a ser emp\u00e0tics amb ells, posar-nos al seu lloc i interioritzar la necessitat no coberta que tenen, i que nosaltres els podem cobrir: el nostre producte o servei, i el personatge, cal que vagin alineats, i que el personatge es vegi com un aliat del comprador, enlloc d&#8217;un &#8216;venedor&#8217; de la marca.<\/p>\n<h2>Empatia: Aquest \u00e9s un dels punts m\u00e9s m\u00e0gics del proc\u00e9s creatiu, especialment alhora de crear un personatge: girar la mirada i posar el nostre p\u00fablic objectiu al centre.<\/h2>\n<ul>\n<li><strong>Brainstorming:<\/strong><\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">Bombardeig d&#8217;idees fresques, sense filtre, i que cal fer en equip, d&#8217;aquesta manera es promouen les sin\u00e8rgies entre els participants i el broll d&#8217;idees. \u00c9s important treballar-ho a la pissarra i que els participants coneguin els objectius i els <em>targets<\/em>.<\/p>\n<p>Una de les definicions de <em>brainstorming<\/em> que m\u00e9s m&#8217;agraden \u00e9s aquesta:<\/p>\n<p>&#8216;El <em>brainstorming<\/em> o pluja d&#8217;idees \u00e9s un m\u00e8tode d&#8217;intercanvi d&#8217;idees on els participants aporten idees sense ordre ni filtre. Aquestes idees es recullen primer sense avaluaci\u00f3 ni censura, i despr\u00e9s es valoren&#8217;.<\/p>\n<p>Important en aquest punt:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Donarem m\u00e9s valor a la quantitat que a la qualitat, de les idees aportades.<\/li>\n<li>Registrarem totes les idees.<\/li>\n<li>No criticarem ni discutirem sobre aportacions d&#8217;altres participants.<\/li>\n<li>Pensar amb originalitat i inspirar-se m\u00fatuament.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Testar:<\/strong><\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">Es tracta de provar el personatge, amb un <em>teaser<\/em> o un tr\u00e0iler de v\u00eddeo, un <em>briefing<\/em> amb il\u00b7lustracions, etc. i mostrar-lo a un grup de persones.<\/p>\n<p style=\"padding-left: 40px;\">Per fer el test podem comptar amb dues vies:<\/p>\n<ul>\n<li>Amb una ag\u00e8ncia <strong>professional<\/strong>, que cerca perfils concrets del nostre inter\u00e8s (<em>target<\/em>), als que es recompensa i amb els que fa una mostra &#8216;acad\u00e8mica&#8217; en format sondeig d&#8217;opini\u00f3.<\/li>\n<li>Amb els <strong>friends&amp;family<\/strong>, \u00e9s a dir comptar amb la gent de casa i els amics\/coneguts.<\/li>\n<\/ul>\n<p>En qualsevol cas \u00e9s tracta de veure la reacci\u00f3 immediata dels testats i la seva opini\u00f3, per tal de veure si els personatge provoca les reaccions esperades o b\u00e9 si cal polir o redirigir la proposta.<\/p>\n<p>A partir d&#8217;aqu\u00ed, toca definir el personatge i entrar en detall. Si volem que el personatge aparegui en v\u00eddeo caldr\u00e0 preveure la producci\u00f3 d&#8217;un <em>teaser<\/em>, i que tingui en compte tots els detall.<\/p>\n<p>Una <strong>recomanaci\u00f3<\/strong>: alhora de crear un personatge, \u00e9s interessant dotar-lo de vida pr\u00f2pia: t\u00e9 fam\u00edlia?, viu sol?, on treballa?, t\u00e9 gos?, t\u00e9 molts amics?, etc. etc. Aquests detalls, encara que molts cops no es fan palesos per al p\u00fablic al qui ens dirigim, ens ajuden molt alhora de prendre petites o grans decisions creatives, de di\u00e0legs,<em> storyboards<\/em>, etc. sobre com actua, qu\u00e8 diu, qu\u00e8 transmet, etc.<\/p>\n<p>Al final del post us deixo alguns dels personatges que, al llarg dels darrers anys, hem creat per a les marques <a href=\"https:\/\/www.instagram.com\/melondeautor\/\">Mel\u00f3n de Autor<\/a> i <a href=\"https:\/\/www.instagram.com\/sandiafoodie\/\">Sand\u00eda Foodie:<\/a><\/p>\n<p>\u00a0<\/p>\n<p>Vols saber m\u00e9s?, pregunta&#8217;m, estar\u00e9 encantat de donar-te un cop de m\u00e0, si puc. Em pots contactar al meu perfil de <a style=\"font-size: 1em; background-color: #ffffff;\" href=\"https:\/\/www.linkedin.com\/in\/jromeu\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>LinkedIn<\/strong><\/a>\u00a0i seguir els nostres canals socials\u00a0 en\u00a0<strong style=\"font-size: 1em;\"><a href=\"https:\/\/www.linkedin.com\/company\/1980038\/admin\/\" target=\"_blank\" rel=\"noopener noreferrer\">aquesta mateixa xarxa<\/a><\/strong>, a\u00a0<strong style=\"font-size: 1em;\"><a href=\"https:\/\/www.instagram.com\/romeuprenafeta\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>,\u00a0<a href=\"https:\/\/twitter.com\/RomeuPrenafeta_\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>\u00a0<\/strong>i\u00a0<strong style=\"font-size: 1em;\"><a href=\"https:\/\/www.facebook.com\/romeuprenafeta\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a>.<\/strong><\/p>\n<p>Si consideres l\u2019opci\u00f3 de comptar amb un departament de m\u00e0rqueting complert externalitzat o de suport al teu equip, pots contactar amb nosaltres des d&#8217;<a href=\"http:\/\/Si consideres l\u2019opci\u00f3 de comptar amb un departament de m\u00e0rqueting complert externalitzat o de suport al teu equip, pots contactar amb nosaltres des del nostre espai Contacta. Una ag\u00e8ncia de m\u00e0rqueting digital la formen un equip d\u2019experts en diferents mat\u00e8ries estrat\u00e8giques que poden aportar molt al teu projecte. Som experts en estrat\u00e8gia online, transformaci\u00f3 digital, gesti\u00f3 de xarxes socials, campanyes d\u2019anuncis online, disseny gr\u00e0fic, v\u00eddeo-marketing o web. Per a saber m\u00e9s i o et surten dubtes, sis plau, comenta\u2019m-ho, estar\u00e9 encantat de donar-te un cop de m\u00e0, si puc. Em pots contactar al meu perfil de LinkedIn i seguir els nostres canals socials en aquesta mateixa xarxa, a Instagram, Twitter i Facebook.\">aqu\u00ed<\/a>. Una ag\u00e8ncia de m\u00e0rqueting digital la formen un equip d\u2019experts en diferents mat\u00e8ries estrat\u00e8giques que poden aportar molt al teu projecte.<\/p>\n<p>Som experts en estrat\u00e8gia online, transformaci\u00f3 digital, gesti\u00f3 de xarxes socials, campanyes d\u2019anuncis online, disseny gr\u00e0fic, v\u00eddeo-marketing o web.<\/p>\n<p>\u00a0<\/p>\n<p>\t\t\t\t\t\t\t<a href=\"https:\/\/romeuprenafeta.com\/wp-content\/uploads\/2022\/10\/Paco-Melon-1-e1665730173525.png\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"all-cc28bc2\" data-elementor-lightbox-title=\"Paco Mel\u00f3n\" e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6NTk1NSwidXJsIjoiaHR0cHM6XC9cL3JvbWV1cHJlbmFmZXRhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMTBcL1BhY28tTWVsb24tMS1lMTY2NTczMDE3MzUyNS5wbmciLCJzbGlkZXNob3ciOiJhbGwtY2MyOGJjMiJ9\"><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a><br \/>\n\t\t\t\t\t\t\t<a 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\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Moltes marques disposen de personatges, mascotes o icones que poden suposar la principal eina per a captar l&#8217;atenci\u00f3 del p\u00fablic, aconseguir reconeixement immediat de marca i, el m\u00e9s important, un vincle emocional entre possibles clients i la marca, de manera que el neurom\u00e0rqueting s&#8217;activa i fa de les seves: pot alterar les emocions i percepcions [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":15007,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[273,274],"tags":[],"class_list":["post-20937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-es","category-formacion-socialtraining"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 pinceladas sobre c\u00f3mo se crea el personaje para una marca: | Romeu Prenafeta<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/romeuprenafeta.com\/es\/3-pinceladas-sobre-como-se-crea-el-personaje-para-una-marca\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 pinceladas sobre c\u00f3mo se crea el personaje para una marca: | Romeu Prenafeta\" \/>\n<meta property=\"og:description\" content=\"Moltes marques disposen de personatges, mascotes o icones que poden suposar la principal eina per a captar l&#8217;atenci\u00f3 del p\u00fablic, aconseguir reconeixement immediat de marca i, el m\u00e9s important, un vincle emocional entre possibles clients i la marca, de manera que el neurom\u00e0rqueting s&#8217;activa i fa de les seves: pot alterar les emocions i percepcions 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