What is a buyer persona and 5 steps to get create

The process of constructing a valuable identity begins with an absolutely essential step: knowing what a person is. With this knowledge, you can guide the strategies needed to build your brand.

It is difficult to stand out in a competitive market, so a brand can not ignore any tool if it wants to have as much success as possible. Having a set of well-structured people as the basis for your strategy is the kind of tool that will give you that kind of advantage. Know more about the subject!

What is a person? Why its importance?

We can define the term persona as a semi-fictional profile produced to represent the ideal client of a company (or product / service) while planning a marketing strategy.

As the buyer persona is often treated as the “target” of the branding or marketing strategy, it is very confused with another similar concept: the target audience.

The difference between target audience and persona may seem subtle, but it is significant. The target audience is a faceless group composed of people who share demographic characteristics. For example, a brewery can target men between the ages of 20 and 49. The persona can be understood as the segmentation of the target audience. Instead of viewing the consumer as a broad group, the individual analyzes the individual who best meets buyer characteristics at a deeper level

To set up a person, we need data such as:

Genre
Age
Location
Profession
Habits
Preferred means of information
Goals
Challenges
Routine
Level of schooling

How to create a persona for my strategy?

Now that you already know what a persona is, it’s time to learn how to assemble one in just 5 steps. Check it:

1. Gather customer information

The first step to forming your persona is to gather all the information about your existing customers. After all, to understand your ideal profile, you need to understand who is already buying from you.

2. List the problems your product solves

In addition to meeting your current customers, you will need to know what type of product you have at hand and what kind of people this product can attract. To do this, just use the following logic: a product serves to satisfy a need. So, list all the problems that your product solves.

3. List the symptoms caused by these problems

Typically, problems solved with products often cause symptoms. For example, a bad mattress can be perceived by back pain or an exaggerated tiredness during the day. After listing what issues your product addresses, note what symptoms each one of them typically manifests.

4. Review collected data and compare symptoms / problems

With the data collected on your customers and also the list of symptoms and problems that your product addresses, the next step is to look for patterns and correlations between that information. Some things will be obvious, but others will be more subtle. For example, a mattress company may realize that it has clients ranging from 25 to 60, but divided into groups with different goals (the younger ones want their first mattress, adults want to change mattress for a better one and the more Old may need orthopedic mattresses).

5. Form your persona based on the insights gained

With a range of valuable insights in hand, obtained by cross-referencing your current customers’ data with the functions of your products, it’s time to formalize your people and put them on paper. Write down who you are, what your problems are, and how your products can solve the issue. Add additional information you can get.

Now that you already know what a persona is and also how to form one, it is time to put that knowledge into practice and implement the strategies that will keep your relevant brand and your loyal customers.

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