The definition of buyer persona is very clear, since it refers to a fictitious representation of your ideal customer.
So it is something that can vary always taking into account the standards of the company, its vision, among other things.
However, you must take into account the need to base it based on real data with the behavior and demographic characteristics that our customers have. In the same way, you should mix a creation of their personal stories, objectives, motivations, their challenges, and also what their concerns are.
If you are wondering how to define my buyer persona, you should know that to do it in the right way you have to go through the contact of your target audience, so that you can carry out an analysis that serves to identify what are the common characteristics.
If you already have a customer base, you have an advantage, since this will be the right place to start doing your research. Even if you observe that they have different profiles, some of them will tend to be what you are really looking for.
It is important for you to know that, in order to define the buyer persona, you have to focus on both the customers you have managed to satisfy and those who may not have had a very good experience of their interaction with you. We should not only try to look at the side that favors us.
When you take into account both cases, you gain the opportunity to learn much more about the perception of your product, and also the challenges that customers are facing at the time of purchasing it. So the analysis will be much more complete, yielding better results for you.