One of the first steps when creating a business is to understand who you are going to sell to, after all, a business cannot survive without customers. That’s where the buyer persona comes in. More than your target audience, the persona must become a tangible figure, often with a name, address and a daily routine. The result: more assertive communication and greater conversion possibilities.

To learn more about what a persona is, how to create one, and the advantages of this process, continue reading this article – or, if you prefer, watch this video:

What is a persona?

The persona concept emerged approximately 5 years ago in the marketing area. It’s about building the ideal customer. It is the personification of your target audience. They are literally semi-fictitious characters built on data that serve to better delimit your brand’s communication strategies with the public.

Difference between persona and target audience

With time and changing consumer habits, not counting the speed with which the generations are changing, the term target audience has become too broad. If we count on the evolution of marketing tools, especially on social networks, which allow for a boost by age group, location, among other specific data, it makes much more sense today to have a better definition of the image of your consumer.

But why define a persona?

The story of the imaginary friend may sound childish, but it helps to illustrate what is intended. Clearly the starting point will not be your creative mind, but the persona needs to be a tangible image. You need to get to know her as well and be as intimate as you were with your imaginary friend.

There are companies that even use photos or illustrations with the description of the persona such as name, age, history, fears and aspirations in visible places in the company so that everyone involved in the organization can get to know them.

The advantages of knowing who to talk to are many. Among them we can mention:

Directing Efforts

Every strategy has a goal and to achieve it by the shortest route, it is crucial to know your customer’s consumption habits. Knowing what your persona wants to hear and when helps you plan your communication in the most efficient way.

Consistency in actions

Having a coherent speech is essential to establishing authority. And to build a lasting relationship between customer and brand it is essential to deliver what is expected.


Defining your content and product with someone in mind makes the creation process easier and more assertive. Think with me, is it easier to present a product and convince a friend or an unknown person?

How to establish your persona

If you already have a business but haven’t defined your persona yet, use all the data at your disposal to do so. Conduct a socioeconomic survey based on your client base, identifying age group, neighbourhood of residence, working area, and gender and education level. These are some of the starting points for building your ideal client.

In addition to quantitative data, if possible, it is interesting to deepen your research. If it is within your reach, invest in focus groups of 3-5 people to gather other information that is relevant. Remember, the focus is on understanding how this person thinks and what they base their decisions on. Below is a shortlist of important items to pick up:

Consumption habits

Not just your product, but other goods and services; if they are willing to pay to ship; how they see the cost of the product.

Social habits

What does she do on weekends, who are her friends, how she gets around, time spent from home to work;

  • marital status;
  • if you have children;
  • Internet habits: what social networks you use and why, who are your favourite influencers, the channels you follow.

These are some questions that will help you understand the values ​​of this persona as well, which directly influence your choices.

If it is not possible to carry out the survey in person, please use online or email forms. Post them to groups on social media. To increase participation you can use bonuses like discount coupons, free e-books or even a free sample of your product or service.

If you are still in the first steps of your business, the most important thing to keep in mind is that YES, determining your persona is important to your success. Take the time to investigate more about your ideal client. Leave the guesswork aside and make appointments with people close to you, friends, family or acquaintances who have the characteristics you imagine in your persona. It’s okay if you have to adapt it later. It’s even healthy to reassess whether the established persona is working or not. And the only thing that can help you, in this case, is, again, them: the data.

How many personas should I have?

This will depend on your industry and what you offer. Let go of the plans for world domination. We know you want to scale up your sales but take it easy. When defining your strategy, have your business objectives well defined. Maybe you want to increase the average ticket, bring in more customers, reduce sales costs, and have more conversions. Once you set a goal it becomes clearer to define the next steps.

Who came first to the persona or the business?

As mentioned above, you may have more than one persona. You may need to review the personas established throughout your journey as an entrepreneur. To have a long-lasting business it is vital to be based on numbers. They are the ones who determine whether the business is healthy or whether it is time to reassess your strategy. And so, reviewing who consumes your product is a collateral and necessary action.

Now that you know how to define your persona, but are still looking for the tool to launch and manage your digital business, take a look at our member’s area. SparkMembers is an exclusive environment to provide digital products through restricted access, which requires a login and password to enter. Learn more about SparkMembers.