The Definition of a Buyer Persona [in Under 100 Words]

Recently, Lululemon announced its “Like New” program, an initiative aimed at collecting softly worn Lululemon gear and reviving clothing for resale on Lululemon’s online resale store:

At first glance, the move from the sportswear brand might seem a bit random – but it makes a lot more sense when you look at buyer personas.

Lululemon has most likely identified his buyer personality as someone who leads an active lifestyle and enjoys going outside. The Lululemon Buyer Persona doesn’t just have one Interest or value; she has many. And I bet the brand has realized that their buyer personality cares about nature and the importance of sustainability.

That is why buyer personas are important: They help you to address your consumers more authentically and personally, to expand your reach and to create lifelong brand ambassadors.

Let’s take a look at what a buyer persona is here.

What is a buyer persona?

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

When creating your buyer persona (s), consider the demographics, behavioral patterns, motivations and goals of the customers. The more detailed you are, the better.

Try our Make My Persona tool to create your own person

Buyer personas provide your company with tremendous structure and insights.

A detailed buyer persona helps you determine what to focus your time on, guides product development and enables alignment across the company. This is a great way to attract the most valuable visitors, leads, and customers to your business.

Are you ready to put this definition into practice? Learn how to create a detailed buyer persona for your company.