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A digital persona represents your company, brand or product as though it were a person. It reflects your style, attitude and personality. It shapes what you want your customers to think, feel and believe about your business. It’s not your brand, product positioning or messaging; it’s not your logo, color palette or type treatment; and it’s definitely not your mission, vision or values. All of these may inform it but, put simply, your digital persona is a guidepost for your company’s online communications with your customers.

An important preliminary step is to use focus groups, customer insight surveys or other market research tools to understand how your online presence is currently perceived by your audience. These insights can help ensure that your digital persona accurately reflects your company and resonates with your customers. Here are the four steps necessary to create a digital persona for your company.

Earlier in his career, Jerrold pursued his interest in human development as a clinical psychology researcher and behavior analyst. He left academia to become an independent filmmaker, producer and director, creating award-winning work that has aired on PBS.

How detrimental the medical device tax will (or will not) be for industry profitability, jobs and innovation remains up for discussion. However, there seems to be little doubt that the transition from volume- to value-based healthcare will significantly change to whom and how manufacturers market their devices. As relationship selling and physician-preference products give way to supply chain centralization, consolidation and standardization, manufacturers and their agencies are moving toward a more data-driven, value-based marketing model.

To help further describe your digital persona, consider a few adjectives and statements that describe how you want to be perceived by customers. This includes both what your customers can and can’t expect. Some of these values may verge on aspirational but don’t stray too far from what you, and your customers, know to be true.

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