What is persona? How to create one? complete guide

What is persona? How to create one? complete guide

The persona is the representation of your company's ideal customer through the detailed personification of your target audience.

Joana is 30 years old, has completed high school and currently works in commerce. Her monthly income is between R$1,000 and R$2,000. Joana is single, has no children and is content with her professional life. Vain and attuned, she often buys beauty products over the internet, because she doesn't have time to go to physical stores due to her routine. Joana saves part of her money every month to buy cosmetics and follows several bloggers on social networks. She is born and raised in Belo Horizonte, where she lives to this day. In her spare time, she likes to watch series and go to the theater .

Above, you read an example persona.

But, do you know how important a marketing persona is for your company? Do you understand how it impacts your digital marketing strategies?

According to the website Dicio, which is a Portuguese dictionary, see the meaning of persona: “Marketing. Simplified representation of a company's ideal customers.”

So, check out what a persona is in digital marketing and how to create one for your company.

What is persona?

Firstly, the persona is the representation of your company's ideal customer, made through the personification of your target audience.

What is persona? How to create one? complete guide

In short, this is the definition of personas.

Therefore, personas have a series of peculiarities that represent the main characteristics and behaviors of your target audience.

So, to create a persona, you must consider the real data of motivations, goals, needs, challenges, concerns, region where you live and work, etc.

So, the more detailed your marketing personas are, the more assertive your campaigns will be.

What are the types of personas?

In short, there are 5 types of personas, each with a purpose, so find out what each type of persona is practically.

Buyer persona

The buyer persona is the most used type among the existing ones.

In short, the buyer persona represents the consumer, their behavior, preferences, etc.

So, with the buyer persona you can be more assertive in your actions and this impacts your company's sales or lead acquisition.

So, if you need to delve deeper into customer buying behavior and preferences in what you offer or other factors that impact your sales, you need to work on the buyer persona.

Audience persona

Do you post content regularly on your company's social media? Post articles on the blog? The audience persona represents the audience that consumes your content.

So, if you are doing branding work, that is, you want to increase brand recognition, and for that, you are increasing visits to your website, work on the audience persona.

In other words, this type of persona allows you to get to know your audience more.

This way, you can customize your content for these people, increasing the relevance of your content.

Proto persona

The proto persona is like a prototype, it comes before the persona definition.

Most of the time, it's created in brainstorming or intuition sessions.

Remember that a proto persona is a persona that hasn't been defined yet, but it's better than not having one at all.

But at the same time, it can be harmful to your business to use it in your strategies.

Finally, the proto persona can become any other type of persona, but for that, all its specifics must be validated.

Brand persona

Those who think that personas only represent customers are wrong, the brand persona, for example, represents the profile of the company.

In other words, the brand persona is what can make your company more human.

So to create it, get together with your employees and consider:

  • If my company were a person, what would its characteristics be?
  • Since my company is a person, how would it like to be seen by the public?
  • Being my company a human being, how would she like to be seen by employees?

User personas

The user persona represents the users of your product and is mostly used by SaaS companies.

Therefore, its specificities are considered in the development of applications and platforms.

In the same way, all the sales and support logistics of these companies consider the user persona.

Why create a persona?

In short, running marketing campaigns for personas allows you to have a more assertive understanding of audience behavior.

In addition, when you communicate with detailed and validated personas, you can send the ideal message to those people, which allows you to increase the company's lead acquisition.

How many people spent time and money on strategies and didn't get the expected ROI (Return on Investment)? Too many, and this is common when you don't consider the ideal personas for your business.

In other words, it's like speaking Portuguese with someone who only understands English, or trying to sell meat to vegans.

Finally, the main reasons for you to create a persona for your business are the following:

  • First, the tone, style and layout of your content become better targeted;
  • The content produced by you becomes more accurate and convertible;
  • Having a strategy Improved digital marketing allows you to achieve greater ROI;
  • By understanding your audience's behavior better, your website's usability and navigability become more appropriate, which reduces the bounce rate and increases the conversion rate.

What's the difference between persona and target audience?

Confusing what is persona and target audience is very common, even though most of the time, they are treated as the same thing.

So, generally speaking, the target audience is more generic, while the persona is more humanized and detailed.

What is target audience?

The target audience is a generic group of people who may be interested in your products or services.

In other words, they are your potential customers in a generic and comprehensive way.

If you have a company that provides electronic security services, for example, your client list can be made up of companies and individuals of all genders and income brackets.

Example Audience

A clear example of a target audience is as follows:

Men between 20 and 30 years old, single, graduated in technology with a monthly income of R$3,500.00 who are looking for new job opportunities.


As explained earlier, the persona is the personification of your audience, that is, there are several profiles of individuals that make up your audience.

So, it is much more assertive to communicate with personas than with the target audience.

So, using the same target audience example, one persona would be an individual and another legal entity.

But it's not that simple, among legal entities, some may be small businesses and others may be individual micro-entrepreneurs.

Person example

A clear example of a persona is as follows:

Débora is 22 years old, single, without children and a physiotherapy student. She intends to enter the market before graduating. Débora thinks about going to graduate school to get better working conditions and higher salaries.

How important are personas?

Now that you know what a persona is, to make it clearer, understand why personas are so important.

The first point is the benefits that the company gets from working with the target audience in more depth.

After all, this allows not only your language to be more attractive in content marketing, but also user behavior metrics to improve.

Creating personas allows you to have a clearer and more objective view of users, that is, it optimizes the marketing strategies used to capture leads.

For this reason, it is essential to define personas before hiring a website creation agency, after all, the layout of the website will be directed to improve the experience of these users.

How to create a persona?

Learning how to create personas is a simple process.

However, personas are not simply created from scratch, you need to do research based on real data.

So, consider some of the key data to create personas:

  • Motivation;
  • Objectives;
  • Needs;
  • Challenges;
  • Concerns;
  • >Region where you live and work;
  • Family structure;
  • Age;
  • Education;
  • And any other specificity that is relevant to your business.

Also, if you already have a database with information about your customers, you can use it as a source for some of this information.

In the same way, you can also create agile questionnaires and send them to your audience through non-invasive pop-ups or email marketing, a strategy widely used by those who sell digital products on the internet.

Then provide some information or reward to get the information you want.

This way, more people will answer your questionnaires.

This will allow you to improve your process of defining personas.

Also, depending on the diversity of your audience, create more than one persona and consider all of them in your marketing strategies.

However, be careful not to create too many personas and lose focus.

To start creating personas, focus on the following data:

  • Name;
  • Age;
  • City of residence;
  • Education;
  • Occupation;
  • Average income;
  • Family structure;
  • Main needs;
  • Main fears, challenges and desires;
  • Issues of interest;
  • Where to look for information related to your area of ​​expertise;
  • Social networks that you use most;
  • Hobbies;
  • Influencers who accompanies.

But it doesn't stop there, you can also use other information that impacts your way of dealing with personas, they are:

  • What are the best channels to make contact;
  • How does she like to be treated;
  • What is the best language to use during contacts;
  • What is her buying behavior and consumption pattern like?
  • What kind of solution does she need now.

How many personas to create? Is there a minimum or maximum amount?

In short, there is no standard number to determine the ideal number of personas for a business.

After all, the number of personas depends on a number of factors of the business itself, such as:

  • Area of ​​operation;
  • Types of product or service;
  • Audience compatible with the amount charged according to the quality provided;
  • Region where you operate;
  • And other information specific to your business.

However, working with 3 or 4 personas allows you to direct your strategies more assertively without losing focus on the objective, which is to be more assertive.

Then, you can create an importance ranking of personas to prioritize your communication and performance.

To do this, you need to create the persona that represents the majority of your target audience or which corresponds to the highest percentage of your monthly, quarterly, half-yearly, annual and seasonal revenue.

Gold tip for creating personas

Include all of your company's employees in the creation of personas.

Well, each contributor can contribute different information according to their own perspective.

3 tools to create personas

There are hundreds of tools for creating personas, however, see the best ones below.

1. Super Persona

In 2015, the Superstorm portal created the Super Persona tool.

This tool is free and easy to use, even for lay people.

With it, you can create personas online in a few minutes.

2. Make My Persona

Created by HubSpot, the Make My Persona tool is one of the most used in the world.

So if you need to do persona building, I recommend trying Make My Persona.

3. Persona Generator

Finally, created by Rock Content in partnership with Resultados Digitais, the fantastic persona generator is free and easy to use.

Both companies are pioneers in digital marketing tools and resources in Brazil.

So consider testing Rock Content's persona builder for good insights.

How to apply personas in digital-marketing?

First, create at least two personas before proceeding.

This way, you will be able to understand, in practice, the best way to use personas in your digital marketing strategies.

If necessary, use the tools above to create personas online for free.

After all, everything your company does, whether small announcements or robust customer acquisition strategies, should consider personas.

What will email marketing create in my audience? What behavior will they have? What feelings are generated? All this must be considered.

In a content marketing or inbound marketing strategy, guidelines are created according to the most searched terms by the audience.

Finally, this is one of the pillars of keyword research and producing relevant articles.

Then, consider your communication channels to build personas for your chosen target audience.

Frequently Asked Questions

See the most frequently asked questions about personas.

What is an Instagram persona?

Generally speaking, personas on Instagram are:

  • The audience you want to reach;
  • Your audience;
  • Your customers;
  • Etc.

Persona vs target audience, which one to use?

In short, the difference between persona and target audience is that personas have more details and embody the brand's ideal customers.

What is persona and empathy map?

In short, the empathy map is a diagram with some questions to specify personas, for example:

  • What does the persona see?
  • What does the persona feel?
  • What does the persona need?
  • What does the persona think ?
  • What does the persona hear?
  • What are the persona's pains?
  • What does the persona say?


Did you find the concept of what a brand persona is complicated?

In practice, it's easier than it sounds, however, pay attention to the details so that your persona is ideal for your business.

Also, remember that personas must be based on true information from users.

Finally, make no mistake, you don't need to be a digital marketing expert to apply personas to your strategies.

Even so, consider which persona fits each stage of the funnel to maximize your results, and do A/B testing.

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Lucas Ferraz

Lucas Ferraz

Specialist in SEO, traffic increase and lead generation.
More than 310 campaigns in the portfolio.
Certified by Blue Array Academy and SEMRush.

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