Persona Development Services

Search engines change. Your customers change. So how do you make business decisions when the goalposts move? With a little help from buyer persona development, expert consultants empower you to understand your target audience like never before.

Call the Experts in Buyer Persona Development

At Brafton, we follow a 6-step process of persona development that allows us to deliver and analyse the precise buyer data you need, ultimately creating fully-fledged personas informed by a variety of differentiators. 

Each persona template acts as a blueprint for honing your messaging, nurturing prospect intent and supporting the overall customer experience. With a deeper understanding of your prospects, you can target your marketing efforts and optimise your content strategy with greater success.

Throughout this journey, you uncover insights into your audience including:

  • Which prospects have the highest commercial value.
  • How best to reach your buyers and on which platforms.
  • Who is an influencer and who is a decision-maker.
  • Which stage in the buyer funnel to engage prospects.
  • Campaign tactics prospects will be most receptive to.
  • The strategies that convert site visitors into buyers.

Our Process

We don’t cut corners when we create your buyer personas. Our process goes like this:

To build out your brand personas, we start with a discovery call that illuminates all of the pain points you currently face, the goals you intend to achieve and how your customer personas are going to be used in your marketing strategy.

Your dedicated consultant unearths new opportunities for you to achieve higher ROI on each conversion and maps specific content types back to defined buyer personas.

We speak with members of your organisation and several of your existing clients to develop a stronger sense of what makes a buyer come to your brand and what makes them tick.

By collecting and developing targeted questions from your team and customers, we customise a strategy to dive deep into current prospect metrics, lead tracking systems and demographic information.

We review all collateral, interviews and findings and compare them to our own research for a comprehensive understanding of all the qualitative and quantitative data. From there, we begin the formal stages of conceptualisation and journey mapping.

Your consultant will partner with Brafton creatives to craft 5 specific buyer personas that are human — not just vague sketches of buyers on paper.

Each persona has an intended goal. These goals can range from brand recognition to overall customer experience, but in the end, they all amount to one thing: helping you achieve greater ROI.

Some of your site visitors may only be seeking information by exploring your social media posts or browsing your blog. Others may be looking to purchase from you at that exact moment. To distinguish between these unique types of visitors, we create buyer personas that clearly outline who your true buyers are — getting as close to the real people, behaviours and scenarios as we possibly can.

Every content marketing asset should subsequently aim to serve a specific user intent — that’s how you drive ROI.

Our design department collates and curates the visual representation of your core buyer personas. We develop a polished, finalised deliverable complete with the full branding components of your company.

With logos, custom images, character illustrations and formatted demographic information neatly designed for easy consumption, you can start targeting your personas from day 1.

If your target audience changes, you can use your persona template to develop new customer personas.

Sharing these documents with other members of your sales and marketing teams enables your organisation to stay on message at all times.

Example Buyer Persona

John Davidson, VP, Professional Services – Advisor Technology Solutions

Age: 35+

Salary: $110K +

Experience: 10+ years in IT experience, experience in advisory industry a plus.

What pain points would a strong campaign address for this decision-maker?


35%: Needs a partner that is reliable and available, an extension of his team and one that reflects well on his organisation.

35%: Looking for a partner that will be able to integrate seamlessly with his team. On-the-ground synergy is important.

30%: Looking for a partner that will facilitate excellent client-side service toward his organisation’s commercial goals and can make the on-the-ground team’s client-size interfaces as smooth and efficient as possible.

Consulting that Converts

By creating buyer personas, you can target your audience with personalised content, which doubles email open rates and increases sales leads.

But that’s not all you can expect from buyer persona development. Realistically, this is just the first step in a broader marketing strategy — one built on real, valuable data and insights that put your customers at the heart of every decision you make. Remember, a truly memorable customer experience is always omnichannel, which means your new buyer personas can and should support the creation of a more cohesive brand voice across every touchpoint. From blog content creation and social media posts to influencer marketing and after-sales support, a buyer persona acts as your roadmap through customer interactions, helping you navigate expectations, needs and the creation of long-term relationships.

Your customers aren’t the only ones who will appreciate your investment in buyer persona development. Internal teams, too, will feel more supported and informed when interacting with your target audience or providing customer support. The result is a more cohesive approach at every level of your company — all because you took the time to better understand who you’re marketing to. 

Perhaps most importantly, buyer persona-driven marketing campaigns tend to be more cost-effective and resource-efficient than other approaches. They reduce lead conversion time and, ultimately, allow you to focus on the right people at the right time.

Not in Australia?

Check out our international persona development services: