Choose website language
Buyer PersonaBuyer Persona

Buyer Persona Template

Define your ideal customer with the Buyer Persona Template and unlock your product potential by building a service people love.

About the Buyer Persona Template

The Buyer Persona Template helps you better understand your customer and have a user-centric approach when developing your product, marketing, and business strategies. By identifying a fictional character who uses your product or service, you can develop a deeper understanding of their needs and how you can serve them.

Keep reading to learn more about buyer personas and how to fill a Buyer Persona Template.

What is a buyer persona?

A buyer persona is the profile of your ideal customer. By filling in a Buyer Persona Template, you can map out your key customer persona’s demographics, background, goals, challenges, and identifiers, making your marketing campaigns more effective. 

Even though buyer personas give you a good overview of your customers, they are different from your

. Target audience profiles analyze a large group of people, while personas are semi-fictional representations of your current and potential customers.

Creating a buyer persona is a cornerstone in user-centered design and a great way to evaluate the goals and vision of your product.

Depending on your business and team size, you can have multiple personas or a single one. If personas are a new undertaking for your team, it’s okay to focus on crafting one detailed persona as a starting point.

When to use a Buyer Persona Template

A Buyer Persona Template helps your team to reach cross-functional alignment. Everyone can contribute and bring their unique angle when creating a buyer persona profile.  

Personas guide the decision-making process of many teams, including:

  • Product developers who need buyer personas when building product roadmaps. Find and prioritize changes to products and services based on customer needs.

  • Marketers who need buyer personas to build useful strategies. Focus keyword research efforts and use personas as a reference when drafting copy. Personas also help narrow down and prioritize promotional initiatives.

  • Sales representatives who need buyer personas to build rapport with customers. Better prepare and empathize with customer challenges during sales-related interactions.

  • Customer support specialists who need buyer personas to better serve customers. Identify patterns in customer and product pain points, to proactively problem-solve and empathize when a customer is frustrated or the product doesn’t work as expected.

The most useful buyer personas reflect market research and insights gathered from user research – for instance, surveys, interviews, diary studies, A/B testing, and more. They can help your team empathize with customers and better meet your customer needs.

How to fill the Buyer Persona Template

Making your own buyer persona is easy. Get started by selecting the Buyer Persona Template, then take the following steps to customize it to your needs.

1. Background & demographics

What do you know about your customers’ background, demographics, and identifiers? Ideally, you will base this data on the information you and your team have collected through a combination of interviews, surveys, and phone conversations.

2. Identifiers

What are the personality traits of your buyer persona? How does this person feel? Are they analytical or more practical? Energetic or calm? 

3. Goals and challenges  

Identifying a customer’s goals and challenges can help your team shape your product and service and help customers successfully meet their needs. Share what you learned about your customer motivations.

4. What we can do

Describe here what your product has to offer. What challenges does your persona have that your product can solve? What’s new about your product that can change your buyer persona’s life? 

5. Common objections

Add the impediments or criticism your buyer persona might have about your product or service. 

What is the reason your buyer persona is not yet your customer? What are the problems they find in your product?  

6. Real quotes

Source and include actual quotes from your customers.

When talking to customers in real-time, these insights can help product development and anticipate customer concerns and iterate your product as needed.

7. Marketing messaging

Craft relevant messages for your persona.

Your team needs guidance on talking to customers about company products and services, from specific details about products or service-related language to a broader elevator pitch, which positions your offering as the solution to customer pain points.

8. Elevator pitch

Here is where you craft your product story, addressing the benefits of your product, what it does and how it helps your buyer persona. 

We do X, so you Y can do Z. 

Tips when writing your Buyer Persona template on Miro: 

Share the personas with your team.

They may be semi-fictional representations, but to see a cultural shift in your company, start viewing personas as real people affected by your decisions. Begin bringing them up in meetings, emails, and on calls as a reference point for customer motivations and pain points.

Put your personas to work, adding new context and detail as needed.

Personas can be used to individualize, nurture customer leads and campaigns, and create content that directs them toward purchases.

Iterate whenever possible 

The buyer persona is a document for teams to consult whenever they need guidance on strategy and product development and should be iterated when required as the market landscape changes.

FAQ about the Buyer Persona

Why is buyer persona important?

When you map your buyer persona, you shift your organization’s mindset towards a more user-centric product development and marketing approach. The buyer persona is important because it helps businesses improve their services more accurately, saving resources and time.

Buyer Persona Template

Get started with this template right now.

Related Templates

Prune the Product Tree Template

Prune the Product Tree (also known as the product tree game or the product tree prioritization framework) is a visual tool that helps product managers organize and prioritize product feature requests. The tree represents a product roadmap and helps your team think about how to grow and shape your product or service by gamifying feedback-gathering from customers and stakeholders. A typical product tree has four symbolic features: the trunk, which represents the existing product features your team is building; the branches, each of which represents a product or system function; roots, which are technical requirements or infrastructure; and leaves, which are new ideas for product features.

Prune the Product Tree Template
4Ps Marketing Mix Thumbnail4Ps Marketing Mix Thumbnail

4P Marketing Mix Template

Product, Place, Promotions, and Price. Starting with this template (and those 4Ps) you can choose the best way to take your product or service to market. The secret is to create just the right mix—deciding how much each P needs in terms of investment, attention, and resources. That will help you build your strengths, adapt to the market, and collaborate with partners. And our simple whiteboard tool is the perfect canvas to create your marketing mix and share with teams and across your organization.

4P Marketing Mix Template

Editorial Calendar Template

If your company is like most, content is a big thing. You create more of it (and a lot faster) than you create almost anything else. It includes blogs, newsletters, social media posts, ads, and more—and it requires ideating, writing, editing, and publishing. That’s why every content team needs an editorial calendar. The template will let you easily create a calendar that empowers your team to plan strategically, keep things organized (by content type, writer, channel, and delivery date), and finalize/post all content on schedule.

Editorial Calendar Template
Work Breakdown ThumbnailWork Breakdown Thumbnail

Work Breakdown Structure Template

A work breakdown is a project management tool that lays out everything you must accomplish to complete a project. It organizes these tasks into multiple levels and displays each element graphically. Creating a work breakdown is a deliverable-based approach, meaning you’ll end up with a detailed project plan of the deliverables you must create to finish the job. Create a Work Breakdown Structure when you need to deconstruct your team's work into smaller, well-defined elements to make it more manageable.

Work Breakdown Structure Template
meeting-organizer-thumb-web (1)meeting-organizer-thumb-web (1)

Meeting Organizer Template

When it comes to ideas generated during a meeting, you want quantity AND quality. So why choose? Our meeting organizer template will maximize your meeting’s chances of yielding lots of great ideas. It will give you a simple, efficient way to design any activity (including meetings and daily planning) and make sure remote teammates know just what the meeting aims to accomplish. And you can give your meeting organizer power by connecting Miro to your favorite apps and services: Atlassian’s JIRA, Google Drive, Slack, Trello, DropBox and OneDrive.

Meeting Organizer Template
Action Plan ThumbnailAction Plan Thumbnail

Action Plan Template

Why create an action plan? Long-term business strategies and goals are only good if you can make them a reality—by accomplishing every small task along the way. An action plan lists those tasks and lays them out in clear detail. It helps you keep everything in order, make sure nothing is missed, and get stakeholders on the same page to complete a project quickly and effectively. This template will help you write an action plan that’s SMART: Specific, Measurable, Actionable, Realistic, and Time-bound.

Action Plan Template