What is a persona in marketing?
A marketing persona is a research-based collective image of the brand’s key target audience segment, presented as a detailed fictional character.
Now, let’s break that down a bit.
- First, “marketing persona” is an umbrella term that covers different types of personas in marketing — customer personas, buyer personas, user personas, and more.
- “Research-based” means that your marketing personas must be based on data acquired through research rather than on assumptions.
- “Collective image of the brand’s key target audience segment” means that each marketing persona needs to have the most typical features the majority of the key segment of your audience share.
- And, finally, “presented in the form of a detailed fictional character” entails creating an actual character, i.e., giving that persona a name and a face, and describing their behavior, goals, motivations, and other aspects.
But how detailed should this collective image be? Typically, marketing persona templates should include aspects such as:
- Demographic information (age, gender, location, occupation or job position, income level)
- Personality traits
- Needs and pains (as related to your product)
You may also include your persona’s short bio, favorite brands, popular places to hang out, and more.
That’s what marketing personas are in theory. But what do they look like in practice?
Marketing persona examples
Sometimes, one example is worth a thousand words. So, let’s examine a typical marketing persona example before we move on.
The template below is a detailed profile of a company’s customer persona. This description goes far beyond the basic demographic information such as age, occupation, location, and other similar aspects. By featuring other aspects, we can gain a deeper understanding of who this fictional character is. The result is a profile that looks like a description of a living person we might meet in real life.