A buyer persona is a semi-fictional depiction of the brand’s ideal buyers. Persona development requires identifying the target audience, researching the audience’s demographics and buying behaviors, and combining raw data with educated guesses to create a personification of what the ideal buyer would look like, do, want, and need. Businesses can develop several personas to represents various demographics.

Persona development can improve the way a brand advertises to desired audiences. When a business has an idea of who they are marketing to, it can result in better marketing campaigns, social media efforts, and content creation that is tailored to the right person at the right time. Good persona development can help a company deliver the best possible user experience.