Buyer persona
DefinitionBrand Strategy
Buyer persona
A fictional but research-grounded portrait of a target buyer - goals, context, objections, media habits - used to keep teams writing for a person instead of a segment code. Useful as empathy shorthand; harmful when the fiction hardens into targeting that excludes the category's actual, broader buyer base.
Evidence from the library
<1 percentileWhen buyers explained six recent purchases, purpose showed up in under one percentile of their reasons.StatIn B2B every buying situation has a business motive and a personal onePrincipleCreators should be brought into the KPI conversation early because they embody the brand guidelines in practice and are buyers in the category themselves.PrincipleAgentic buying is still a hypothesis, and most purchases are still made by peopleWarningThe Four Modes Framework maps marketing categories along who chooses (people vs. agents) and brand control vs. brand influence, yielding four distinct modes: Brand-to-Consumer, Consumer-to-Consumer, Agent-to-Consumer, and Agent-to-Agent.Principle
Put it to work
Source
Marketing Definitions
standard marketing practice; over-targeting caveat per Byron Sharp
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