{"id":5295,"date":"2022-02-12T07:50:09","date_gmt":"2022-02-12T07:50:09","guid":{"rendered":"https:\/\/www.britopian.com\/?p=5295"},"modified":"2023-11-13T08:10:46","modified_gmt":"2023-11-13T08:10:46","slug":"buyer-persona","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/data\/buyer-persona\/","title":{"rendered":"How to Create a Buyer Persona: Practical Examples & Proven Techniques"},"content":{"rendered":"
Building a persona requires much more effort than downloading a persona template online, calling an hour-long meeting, jotting down some ideas on a whiteboard, giving your target customer a name, and then designing a PowerPoint slide.<\/p>\n\n\n\n
It shouldn’t be treated as “a task” on a project plan or a \u201cto-do\u201d list as a part of an old-school sales process.<\/p>\n\n\n\n
Sadly, many marketing and sales teams still follow this formula. While that was acceptable in prior years, today, building buyer personas should always be informed by market research.<\/p>\n\n\n\n
A buyer persona is a fictional character that represents your ideal customer. Buyer personas help marketers gain visibility into their target customers’ thoughts, ideas, conversations, pain points, and values to improve how they develop products, go to market with marketing messages, launch campaigns, and ultimately sell products.<\/p>\n\n\n\n
A buyer persona can be applied to any market, industry, vertical, or region. Some marketing and sales teams create multiple buyer personas based on product portfolios or use cases. This will always depend on each business and the different types of customers they serve. Sometimes, they may only create one buyer persona and add additional personas as new products or services are introduced.<\/p>\n\n\n\n
A persona is a visual representation of a more extensive audience analysis. See below for three example buyer personas\u2013C-Suite, Gen Z, and a Physician Audience. All buyer personas from primary research, web analytics, or social analysis should be informed.<\/p>\n\n\n\n Marketers create buyer personas and brand archetypes<\/a> to understand audiences and brands deeply. At first glance, both may seem similar. In practice, they provide unique strategic insights.<\/p>\n\n\n\n As mentioned, buyer personas represent semi-fictional profiles of target customers informed by demographic, psychographic, and behavioral data. For example, \u201cTech-Savvy Tina\u201d personifies a developer who loves innovative solutions and frequently shops online. Buyer personas illuminate audience motivations, pain points, conversations, and values. This enables tailored messaging and campaigns that genuinely resonate.<\/p>\n\n\n\n In contrast, brand archetypes are symbolic character models that encapsulate a brand\u2019s essence. From Carl Jung\u2019s framework, archetypes like \u201cThe Creator<\/a>\u201d or \u201cThe Rebel<\/a>\u201d reflect core brand beliefs and personality traits. Archetypes shape storytelling and forge emotional connections with audiences.<\/p>\n\n\n\n While buyer personas focus outward on customers, brand archetypes look inward to crystallize brand identity. Though distinct, the tools are mutually reinforcing. Buyer personas help brands serve audiences authentically. Archetypes ensure that service aligns with brand values. Together, they enable meaningful connections.<\/p>\n\n\n\n For marketers, neither tool alone is sufficient. Success requires applying both lenses. Buyer personas create external empathy and alignment. Brand archetypes provide internal clarity and purpose. Combined, they form the foundation for resonant messaging and powerful audience engagement.<\/p>\n\n\n\nDistinct Value of Buyer Personas and Brand Archetypes<\/h3>\n\n\n\n
What are the Benefits of Creating Buyer Personas?<\/h2>\n\n\n\n