buyer personas

Top 6 Reasons to Use Buyer Personas to Increase Your Business Profitability

If you have ever dealt with a local shop or business and felt personally recognized, even before the hyper localised trends accelerated by the current market challenges, you may have felt happy at the recognition and sense of a more personalized customer experience.

At the other end of the technology spectrum from your friendly local bakery, like Thunders in Dublin remembering your favourite indulgent treat, technology brands like Amazon or the smaller more disruptive new entrants to the market seem to almost know what customers might like better than they do themselves.

From the simple personal level to the complex technical one, this is a version of segmenting consumers according to their tastes, tasks or needs, preferences, spending power and buying intention. The different segments are sometimes represented using what are known as buyer personas or purchaser personas.

Related: Branding Psychology in Adversity – 7 Ways You Can Embrace Behavioural Shifts to Grow Your Business

Given the massive change in the market over recent months there’s a high probability that a lot of your customer ‘purchaser personas’ have changed somewhat. Consequently they need a thorough re-evaluation so you can rebuild your business effectively and grow your sales. It’s because of those challenging issues we’re sharing and explaining what buyer personas are and how they can help you increase your leads, sales conversion and profitability.

Related: Increase Sales Using Buyer Personas, Your Guide to Understanding and Targeting Your Ideal Customers

1. Buyer Personas: A New Name for a Time-Tested Methodology

There is nothing new about the idea of segmenting customers into different types of personality based on factors such as their demography, buying intention or finance. For decades, it has been common practice amongst marketers. As well as buyer or user personae, they have been called purchaser personas, thumbnail profiles, user archetypes and consumer types, amongst other names.

Buyer personas and user personas have reemerged in recent years in tech circles. Technology provides a wealth of data about buyers and potential buyers, so it enables detailed personas to be constructed to a fine grain. Technology firms have used this to construct detailed buyer personae, informing their product development and brand strategy. But as before, buyer personae offer benefits to all sorts of businesses, large and small, product or service, B2B and B2C, not just technology ones.

Related: Branding; Creativity without Strategic Rigour is a Waste of Budget 

We know that sometimes it’s a struggle to build a brand strategy that really engages your ideal customers effectively, particularly in adversity, so we’ve developed three different ways of working with us to help you build your brand, depending on your preferences, so if you’d like us to:

  1. Build your brand for you – find out more here or get in touch [email protected] or ring +353 1 8322724
  2. Empower you to build your brand – check out the Persona Brand Building Blueprint™ Mastermind here. This is a live, face-to-face, fully interactive programme online  where you work on your brand with us codifying and mapping out your brand strategy for business growth. Alternatively, join our oline half-day Branding Accelerator Masterclass for a fast-injection of brand building essentials. Ask about our Personal and Corporate Leadership Brand Alignment Masterclass
  3. Want a DIY solution? check out our how to build a brand eprogramme here and our how to audit your brand yourself eprogramme here

Branding Physocology“We participated in the Persona 7-Figure Business Building & Brand Strategy Mastermind 12 week online course. The 12 week program suited us as the weekly accountability spurred us on to get work done between sessions.

We found the flow of the course appropriate for the development of the brand through the various areas of the business. Already, we have developed our Customers Persona’s and our Brand Persona adding value to the business.

The course has helped us make more astute decisions in the business such as restructuring our product offerings so we grow more profitable lines and remove those with lower margins.

Lorraine is very helpful and accessible as a tutor with follow up after each working session and the half day masterclass. Most of all the clarity achieved has been most invaluable.

In the first two weeks of March 2020, before Covid-19 required us to close, we were 300% up in our online sales compared to the whole of March 2019 and after reopening April 2020 we were back to 108% by the end of May 2020 — results achieved from applying our brand strategy.”

Sinead Heffernan

Managing Director

Thunders Bakery

Sinead Heffernan

Persona Unstoppable In Uncertainty Masterclass

2. Understanding Buyer Personas Help You Differentiate Your Offering

Buyer personas or purchaser personas enable a business to segment its target market more easily. Once you have done that, you can design product or service value propositions which deliver specifically against each persona. The detailing of the buyer’s needs and wants enables the propositions to match more than when they are generated abstractly.

Although propositions may vary for different personae, this does not mean that a lot of personalization is required. In some cases, the difference between the needs or desires of different personas can be small, but by tweaking the product lineup or communication, you can appeal better to both personae even with a single brand promise

For example, it may be that the same product delivers for multiple buyer personae, but they are separated by different needs states. Simply by tailoring communication to the relevant needs states, the same product and a consistent core brand story can satisfy all of those buyer personae more than it would with a generic communication message.

buyer personas

Image via Plant Based News © The Meatless Farm Co.

An interesting case study is the rapid growth seen recently in vegan foods. Vegan foods were a niche product for decades but have suddenly started to take up significant supermarket space and deliver serious sales revenue. For years, supermarkets missed out on a big sales opportunity by using “vegan” as the primary buyer persona for non-meat foods. They then realized that as well as “vegan” there was another buyer persona for non-meat foods: “meat-reducing carnivore”. That has enabled them to increase vegan product sales dramatically. That approach is explained in this video

3. Buyer Personas Help You Segment And Focus Your Marketing Strategies

With finite resources and a sometimes infinite seeming list of things to do, it can sometimes seem that marketing is like trying to stretch a rope further than it can go. Figuring out who are your most valuable customers or potential customers and what you need to do to convert or retain them is critical because it enables you to make the most of the marketing resources you have. Historically this has been difficult – a famous retailer was quoted well over a century ago that he knew half of his advertising budget was wasted, but he did not know which half [1].

Digital analysis tools can help you analyse your market but without huge investment in complicated AI it’s often beyond the reach of most SMEs. The truth is data is great but it cannot make these key decisions for you. Buyer personae let you tailor the right messaging and form for different groups of target buyers so you can make sure that you deliver the right marketing messages to the right people in the right way at the right time.

The truth is, the critical questions you need to ask in relation to your data need to come from your business strategy which works in tandem with your brand strategy. It’s the ability to ask the right questions extrapolated from a lot of information that makes data useful and valuable in driving a business forward.

branding strategy

© Persona Design

Buyer personae enable you to tailor the right messaging and form for different groups of target buyers so you can make sure that you deliver the right marketing messages to the right people in the right way at the right time.

Related: 4 Ways You Can Be More Customer-Centric to Grow Your Business

Buyer personas can help in other ways, too. For example, some businesses recruit consumers to test the effectiveness of marketing materials before using them. This can be as simple as calling together a small group or online panel of users and showing them drafts for feedback. In that situation, the different personas act as a readymade set of recruitment filters to find the right sorts of invitees.

buyer personas

Image via BBC

A case study is the online supermarket Ocado’s use of recommendations for what to buy. Building an understanding of their customer types and using it to target certain pet owning buyers more effectively helped the online retailer increase its basket size, as explained in this video.

Related: Branding for Women, Why Women are Redefining Brands and Branding 

4. Buyer Personas Enable the Right Marketing for the Right Channel

Marketing which works well for one type of customer may not have the same effect on another type. To maximize return on marketing spend, it is important to try to target buyers effectively with the right sort of proposition and communication. This is easier to do using buyer personae because they help you understand the drivers for purchase in different types of moments.

buyer personas

Image via © Panadol

For example, a convenience-seeking persona may tolerate higher pricing but be turned off by detailed information, whereas a persona which emphasizes price over time may have more time to absorb product information, and be turned off at a lower price point than the convenience seeker. So the same brand of painkiller, for example, might offer a higher priced, smaller type of brand packaging in the convenience store channel and a lower priced pack with detailed guidance at point of sale in the pharmacy channel. 

Related: Profitable Lessons from Luxury Brand Leaders, Brand Positioning for Premium Pricing

The whisky brand Laphraoig has a “Friends of Laphraoig” loyalty programme which segments serious whisky drinkers. Building more information about them over time through their online interactions directly with the brand, it can target them with limited edition products which may carry higher price points than the standard range. They are encouraged to visit the distillery with the promise of a free dram each year as “rent” for the plot of land there they are given, and the distillery has its own exclusive bottlings. The scheme is seen in this video

This is a simple but effective implementation of buyer personae, which many small or medium businesses could easily replicate. 

buyer personas

Image via Forbes © Laphroaig

Are you a business leader, manager or entrepreneur who wants to re-evaluate or build your brand strategy so you can use buyer personae to increase your sales? Are you curious about how to build or scale a highly successful standout brand? Join one of our branding masterclasses because they empower you to build your brand, enhance customer experience, expand your market impact and create higher perceived value so you can command a premium. 

In fact, the Persona Brand Building Blueprint™ Mastermind is all about fast-tracking you, your brand and your business through the brand building, agile branding strategy process using professional big-brand know-how with proven systems that get results so you can grow your business faster and more effectively. 

This live online, fully interactive, face-to-face programme enables you to make your brand highly visible, different, credible, trustworthy, memorable and much loved amongst your ideal customers so you can become more profitable and leave your competitors way behind. Be The One — your ideal customers’ favourite brand of preferred choice commanding a premium.

If you want a tailor-made solution specifically for your brand then we also provide inhouse bespoke Persona Brand Building Blueprint™ Intensives working with you and your team so you can grow your business faster and more profitably. Contact us to discover more [email protected] or +353 1 8322724


*By ticking this box, you consent to receiving the ebook and the Persona Design newsletter, from which you can unsubscribe at any time. We do our best to keep you inspired with insightful content and you can also review our Privacy Policy here and T&Cs here.

“I really appreciate Lorraine’s energy and passion. Although good branding includes so many facets, Lorraine is able to simplify the process and make it so much more tangible for any company to put into practice.”

Lisa Kettman-Kervinen

Marketing Communication Specialist

The Switch

Lisa Kettman-Kervinen

Persona Unstoppable In Uncertainty Masterclass

5. Different Buyer Personas Help You Explore More Profitable Pricepoints

Different types of buyers or different purchase situations can lead to different pricing, which can improve a business’s profitability or its overall revenue. Buyer personas help you understand the pricing elasticity of different customers, and sometimes even the same customers in different states of mind [2].

A simple example is a dentist practice.  A patient who suffers chronic toothache during the weekend may be willing to spend a lot to remove their immediate pain. But a patient with rotting teeth who needs implants could struggle on for years without any urgent “pain point” to force purchase, so may be more price conscious. A single dental practice offering both services can help increase its pricing power by using customer personae to understand purchase drivers and obstacles. In the same way, some U.K. supermarkets hike prices at their convenience store branches [3]

buyer personas

Image via

Related: Use Psychology in Your Brand Strategy to Create Irresistible Brand Experiences and Increase Sales

In the digital context the same applies, with tiered price points often reflecting different engagement and usage levels different types of users are expected to have. Sage accounting software offers such an approach, as seen is this video.

Related: How to Build a Brand Like Amazon, Technology Branding and Marketing

“An exceptionally talented individual. Lorraine Carter, Persona Branding and Design has a wonderful ability to ‘horizon scan’ for any business and then bring them on a journey that delivers value to their Balance Sheet.”

Dave Feenan


Technology Ireland & ICT Skillnet

Dave Feenan

6. It’s Not Difficult to Generate Effective Buyer Personas to Grow Your Brand

Given how much help buyer personas can be to your branding strategy and marketing efforts, it is good news that generating them can actually be fairly simple, even for more leanly resourced SMEs. In fact, this is one of the key areas of focus in the Persona 7-Figure Business Building & Brand Strategy Mastermind.

People within the business already have a good idea of the rough characteristics of their existing customer base, as well as some target customers. These can easily form the basis of a first attempt at drafting buyer personas. They may be rough and ready but they will still have utility in shaping thinking.

From there, with some external help it should be fairly quick to identify a compelling, crafted set of buyer personas to test and build so they can be used to shape marketing efforts.

If you’d like to discover more about building and maintaining a thriving, high performing, highly profitable standout brand, then get in touch because we’d love to help you make your brand into a profit powerhouse.

  1. Schedule a chat — we can meet in person online
  2. Let’s consider a customised plan for you
  3. And perhaps implement the plan together 
  4. Contact us [email protected] or ring +353 1 8322724 (GMT Dublin/London time 9:00 – 17:30 weekdays)

Lorraine Carter is a branding expert and international speaker delivering talks that inspire and motivate along with masterclasses and workshops that inform and support transformational outcomes fast, and consultancy expertise that solves problems — using agile branding strategy underpinned by professional big-brand know-how — so you can outshine, outperform and leave your competitors way behind. 

She enables you to Be The One — your ideal customers’ favourite brand — commanding a premium with 7-figure growth.

Ask about the Persona 7-Figure Business Building and Brand Strategy Mastermind.

Brand Identity“Lorraine Carter has been the catalyst and an inspiration for MGI Learning to clearly define our brand.

Working with Lorraine has been both enlightening and enjoyable. Her blueprint for defining a brand is extremely comprehensive and challenged us to think very deeply about what we offer to our customers and really understand what underpins our success.

Lorraine is extremely knowledgeable, very focused and supportive and leads you through the process and ensured we got maximum benefits from the investment we made.”

Shona Cooper


MGI Learning

Shona Cooper

For example, many businesses use buyer personas to help them offer different price points to different types of purchase situations, as seen in this video

The market research agency GfK prepared a research report on UK online shopping behaviours, for a U.K. government department [4]. They generated five types of online shopper, like “constrained struggler” and “traditional value seeker”. The detailed report is available free online and could easily form the basis of simple online buyer personas for many businesses with an online presence.

Related: Building a Brand with Big-Brand Know-How on a Shoestring and Doing More With Less

Final Word

Identifying the different types of people who could buy your products or services is a straightforward and relatively simple process enabling you to make more of your branding strategy and marketing efforts.

It’s even more important to reevaluate your purchaser personas or buyer personas when there’s a lot of market disruption because the needs, tasks, intents and perferences of your customers may change so you need to adjust your brand strategy or perhaps even your business model to maintain relevance.

Buyer personas or purchaser personas enable you to target your messaging more effectively, with positive impact on both revenue and profitability. You already probably have a fairly good picture of what sorts of buyers are attracted to and buy your brand, product or service, B2B or B2C, so moving forward to generating actual buyer personae is a smart, very doable step for your business because they enable you to drive growth more effectively.

Questions to Consider

  1. How well do you differentiate between different buyer personae today?
  2. Could you improve the way you target different segments of your market with tailored marketing?
  3. Would sales in some channels improve if marketing was geared more towards the specific needs of buyers in those channels?
  4. How effective is your current pricing strategy when it comes to maximising profit?
  5. If you had to do a thumbnail sketch of your key purchaser personas or buyer personae today, what would you produce?
  6. Does you brand strategy or your purchaser personas need a brand audit health check so you can identify areas of strength, weakness and potential opportunities for innovation and growth?

brand strategy“For anyone who has a well established business I would totally recommend working with Persona Design because it will provide them with a new perspective on how to think of their brand. You see in different markets and industries that are overly competitive what makes the difference is knowing what exactly your business is all about and why people would choose you instead of any other competitor.

What makes you different from all the other service or product providers in the market because that’s what’s going to make your business be the No.1 choice in the range of those specific products or services that you’re providing. Also that’s what’s going to make your brand stand out and have a long lasting life and thrive in the context of where you’re operating and delivering value. So totally go for it!

This framework provides you with a lot of insight and more than that, with a systematic process that’s easy for you to understand, easy for you to grasp, easy for you to work with so you finally nail what makes you different in your business, and what you are about and what those key points are that resonate with your audience.”


Camelia Păduraru


Crafting Minds

Camelia Păduraru

Your Persona Client Satisfaction Guarantee

  1. When you work with us, we’ll create a customised brand building plan and strategy with clear investment for you tailored to your specific requirements and preferences
  2. You’ll know each step of your brand building journey before we start because we’ll discuss it, document it and agree on it with you before work commences
  3. You’ll have timelines, key milestones and deliverables to evaluate and approve for each stage and part of your brand building process
  4. Because we know the unexpected sometimes happens we can make adjustments along the way if you need it and if something extra is requested we’ll ensure you’re fully appraised about what that entails before committing
  5. As we achieve pre-agreed objectives you’ll be able to evaluate your brand building work and strategy in progress, coupled with the outcomes to ensure return on investment

Get in touch today because we’d love to get started helping you build your standout, powerhouse brand so you can increase your profits and leave your competitors way behind. 

Email us [email protected] or ring us +35318322724 (GMT 9:00-17:30) and ask about the Persona 7-Figure Business Building and Brand Strategy Mastermind.

brand strategy

“Lorraine Carter is my branding mentor, she’s the person that showed me how to improve my personal and business brands — they were a mess when she initially looked at what we had — and she blew my mind! I’ve paid high fees to other ‘supposed’ brand consultants who only had 30% of her in-depth expertise and they couldn’t deliver on what we needed.

She gives you the key foundations and lays things out in an easy to use system which gives you all the essentials needed to make your brand stand out, to make your brand highly visible. If you use her branding strategy system you’ll soon have everyone talking about your product or service to become No.1 in your market.

Lorraine takes no name companies and transforms them into household brand names. Most importantly, she’s great fun, absolutely passionate about branding and she’ll entertain you whilst demystifying branding and making the unknown clearer — because designing a logo is only a tiny part of your entire branding process.

I would highly recommend the Mastermind programme to every entrepreneur who wants to be more successful and have a clear message driven by their brand.”

Thank you so much Lorraine for all your help. We wouldn’t be so well known in the USA, UK or Romania if it wasn’t for your direction and input to develop and build our brand.”

Ozana Giusca


Tooliers & Ozana

Ozana Giusca