Dear Diary,

Don’t think what I’m about to say is crazy, as if me conversing with blank pages isn’t crazy enough, but this is very important. There is another Darren out there, one who happens to have an array of emotions, a crazy sense of style and superhero powers depending on the time of day. If you want to meet him you’re going to have to use my phone. He lives in my text messages, but when he wants to escape you can catch him partying on Snapchat. Yes, my twin is a Bitmoji.

What is Bitmoji?

Bitmoji is a popular phone application used for creating look-alike avatars. This cartoon-ish version of yourself gives users a new way to communicate and express themselves through text messaging. In fact, Snapchat, the popular mobile app, saw so much potential in the power of Bitmoji that it bought the company for $100 million in 2016. The company reported 160 million daily users at the end of 2016. It’s safe to say that Bitmoji appeals to a millennial market, but there’s room for brands to capitalize off this opportunity. Since buying the platform, Snapchat has integrated the services and enhanced geofilters to make them more personalized and tailored to each user location. Earlier this month, Snap, the parent company of the social media platform Snapchat, went public and began trading on the New York Stock exchange.

Why Could Bitmoji be Relevant?

The division between digital life and actual life is slowly fading, and has started to merge into the same thing. Digital representation becomes increasingly important, and the ability to authentically interact with others online becomes priority to your audience.

What does that mean for you and your business? When you’re willing to combine the two, it gives audiences an entrance to your company and brings a lightness to your brand. Here’s where the Bitmoji comes in to bridge the lines of communication between you and your audience:

• Email Integration – Google Chrome released an extension that allows users to add your Bitmoji avatar into Gmail, Messenger and other virtual communication outlets. This gives businesses the opportunity to access the application to create personalized content that aligns with their mission. Email marketing and social media helps extend the exposure of your company. As people share your emails, you reach a different demographic of buyers and subscribers, which means potential clicks and conversations.

• Event Support – Businesses can purchase on-demand geofilters for their events, business or specific locations on Snapchat. Whether your brand logo is a Bitmoji or not, there is an opportunity to build a beneficial relationship with your audience through this filter feature. Set up a geofence around an event so guests can use the filter to share their experience. These opportunities can be used to cultivate brand awareness and engage consumer dialogue. This can also be used for an internal purpose to connect with employees on social media and share stories.

• Brand Integration – Besides collaborations with mobile programs, Bitmoji has collaborated with many major brands, most notably clothing companies and designers for cross-platform promotions. You can catch classic brands like Steve Madden and Calvin Klein on this program. Brand integration is a form of storytelling crafted to fit the trend that assess the needs and wants of both the customer and business. Connect your brand to a main character and visualize them for your target audience.

• Brand Character – Bitmoji allows brands to create unique animated sketches, that can be edited in Photoshop or Illustrator, to advertise their particular products or services. The application offers a fun and easy way to include personality into your website, email, newsletters, etc. Take time to review the product or services your business offers, and consider setting aside the space for this type of communication. When you pinpoint the platform that you will be operating on, research emotive and rational needs and concerns of your consumer to help guide the creation of these sketches. Remember, your brand’s character should connect with your target base and differentiate you in the market.

The world of emojis has evolved over the years, but what Bitmoji projects over your traditional emoticons is personality and potential. The context of these caricatures allows us to address a brand’s or individual’s sense of self, speak to the audience in a new way, and create a different kind of emotional connection. On that note, I guess I’ll sign off and see what my other half is up to. Do you think he is still watching Game of Thrones? Actually, I know that’s exactly what he’s doing.