Your brand’s buyer persona is an important step in building a successful brand. Creating a buyer persona may seem extremely basic and a little Marketing 101, but too many businesses overlook this important step in building a memorable brand. In fact, only 44 percent of B2B marketers use personas, so by building a detailed and data-driven buyer persona you’ll be able to shine in comparison. A buyer persona allows your target audience to have a shared worldview with your brand and develop a sense of belonging. But first, what is a buyer persona?

What is a Buyer Persona?

HubSpot defines a buyer persona as a “semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Essentially a buyer persona allows you to understand what your customers need, how they think, behave, and how you can address them accordingly. The more details you can outline, the more successful the persona will be. Once familiar with your buyer persona, you can create a brand that reflects their core values and beliefs.

Nail Down Your Key Demographics

Buyer personas should constantly evolve as you gather more data and insights on your market, so the first step in building your brand’s buyer persona, is to nail down your key demographics. Demographics can include: age, sex, income level, marital status, education level, geographic location and any other characteristics you think are important for defining your target audience. Once you’ve narrowed down the key demographic factors, you can begin to build a consumer profile.

Build a Consumer Profile

Understanding the attitudes, aspirations and values of your target audience is also necessary to ensure marketing efforts are worthwhile. To further develop your persona, answer these questions:

• Why would a shopper prioritize my content?
• How would a consumer benefit from my content?
• What hindrances might prevent a user from paying attention to my content?
• How can I influence a user to take an actionable step?
• What criteria will influence whether or not a shopper decides to make a purchase? How can I prove my products or services are superior to alternative options?

A common mistake business owners make is trying to appeal to everyone. Powerful, memorable brands will have a natural divide between people that resonate with your brand and people that don’t. Concentrating your resources into sharpening a brand image for the people that resonate with you will help you stand out against the competition.

About Millennium Agency

Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!