With your audience segments identified, you're ready for the next critical step: turning those segments into structured persona profiles.

A persona isn't just a fancy name for your target audience. It's a research-backed framework that makes your segments actionable for every brand decision you'll make.

Engagement Message

What's the key difference between a segment and a persona mentioned here?

Think of personas as your audience segments with structure and depth added. While segments group similar people, personas give you a detailed blueprint of how each group thinks, decides, and acts.

A good persona answers: "If I were creating content just for this person, what would I say and how would I say it?"

Engagement Message

Why is that specific question so important for branding decisions?

Here's the persona framework that connects directly to your research findings:

Goals & Motivations - What they're trying to achieve
Pain Points & Frustrations - What's blocking their success
Decision Criteria - How they evaluate solutions

These three elements came straight from your audience research, right?

Engagement Message

Which research method from Unit 2 would reveal decision criteria most clearly?

The framework continues with communication insights:

Preferred Channels - Where they consume information and make decisions
Language Patterns - The specific words and phrases they use
Behavioral Triggers - What prompts them to take action

Notice how each element has research sources from your previous work.

Engagement Message

Where in your research did you collect language patterns?

Here's what makes personas powerful: they force you to be specific. Instead of "busy professionals want convenience," your persona says:

"Sarah checks email at 6 AM before her kids wake up. She decides quickly but researches thoroughly on weekends. She uses words like 'streamlined' and 'efficient.'"

Engagement Message

Which description would be more helpful when writing marketing copy?

Connect each persona element back to your competitive analysis. Note which competitors serve this persona well and which gaps exist.

This competitive context helps you position your brand uniquely for each persona's specific needs and communication preferences.

Engagement Message

How does competitive context help with persona development?

Keep personas concise but complete. Aim for one page per persona with clear sections for each framework element.

Include a few direct quotes from your research - real language from real people makes personas feel authentic and guides your messaging decisions.

Engagement Message

Why are direct quotes so valuable in persona profiles?

Type

Sort Into Boxes

Practice Question

Sort these persona elements into the correct framework categories:

Labels

• First Box Label: Research-Based
• Second Box Label: Avoid These

First Box Items

• Pain Points
• Goals
• Language Patterns
• Decision Criteria

Second Box Items

• Stock Photos
• Made-up Names
• Assumptions
• Stereotypes