1. Research your potential customer's (personal) background
A common mistake is to create brand personas with insufficient evidence. If you want to achieve your brand and marketing goals, you should try to fathom your persona's needs through thorough research.
2. Be critical when creating brand personas
Above we wrote that it's best to delineate your target audience. You can, however, have two, three, or four brand personas. They'll develop as your organization evolves. That's completely fine, as long as you calculate the percentage of your customer base a brand persona represents or should represent. That's how you'll know if a persona is necessary.
3. Describe your ideal customer in a concise, powerful persona template
Once you're in the process of mapping out your brand persona's needs and challenges, you may want to write down all your findings. You should resist this tendency and create a clear, visually appealing, one-page description of your persona which all stakeholders can easily use on a daily basis.