# Source: https://docs.unifygtm.com/tutorials/how-to-use-personas.md

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.unifygtm.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How to Define Personas

> Create personas to prospect and reach out to your ideal buyers.

## Overview

Personas are collections of job titles that you want to target. Each persona
consists of a list of titles that you want to include and exclude. Personas can
be used throughout Unify, such as when prospecting or routing people to
different sequences.

## Create a persona

Navigate to the [Personas](https://app.unifygtm.com/dashboard/settings/personas) tab in
the sidebar and select **New persona**. Here you can add job titles that you
wish to include or exclude when matching people against this persona.

<Frame caption="Add titles to be included or excluded.">
  <img src="https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=9661c87c764e1b33e5bc31d6eb306ce1" data-og-width="2920" width="2920" data-og-height="2128" height="2128" data-path="images/tutorials/how-to-use-personas/create-persona.png" data-optimize="true" data-opv="3" srcset="https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=280&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=cd484fc4df2c2608b6d53950480dc682 280w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=560&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=e373b2fa7fb42f34c94464d3b398a81f 560w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=840&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=cff4d35ffc40d5e6835676b9b6883e67 840w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=1100&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=b79b803f58a0b86ff810d2dab0f02d0a 1100w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=1650&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=ba5ab5b5301115aaf506adb1f8ac401f 1650w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/create-persona.png?w=2500&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=e6e0c7fdfbdf4ad44f0b885a45600fa2 2500w" />
</Frame>

You can also take advantage of AI-powered persona generation to automatically
find and add similar job titles to your persona. This lets you quickly define
comprehensive personas that match different variations of a job title.

<Frame caption="You can add suggested titles individually or all at once.">
  <img src="https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=e4bde852dfce8189950f43d91dbe4240" data-og-width="2920" width="2920" data-og-height="2128" height="2128" data-path="images/tutorials/how-to-use-personas/persona-suggestions.png" data-optimize="true" data-opv="3" srcset="https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=280&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=6fff371937921dc0895b1eb6686f0bc0 280w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=560&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=3f354d7b62d395825bfe20f771005e00 560w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=840&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=59d6ddcd947de208ef143ccc147b85ee 840w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=1100&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=78f259354a572baba6a322cefcb23439 1100w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=1650&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=5c71ab6613ec975204529aa5cf7b446e 1650w, https://mintcdn.com/unify-19/QTxNj2fcd-br9FnE/images/tutorials/how-to-use-personas/persona-suggestions.png?w=2500&fit=max&auto=format&n=QTxNj2fcd-br9FnE&q=85&s=75f89df8d9f486860e50a572f4feecd9 2500w" />
</Frame>

Once you've added all the titles you want to include or exclude, click **Create
persona** to save your changes. This persona will now be available for use
throughout Unify.

## Title matching behavior

When evaluating whether a person's job title matches a persona, Unify adheres to
the following rules and heuristics:

* **Ignore capitalization**: For example, "RevOps Lead" and "Revops lead" are
  considered equivalent.
* **Ignore punctuation**: For example, "Enterprise Sales, Lead" and "Enterprise
  Sales Lead" are considered equivalent.
* **Ignore word order**: For example, "Lead Sales Engineer" and "Sales Engineer,
  Lead" are considered equivalent.
* **Ignore extraneous words**: For example, "CEO" and "CEO and Founder" are
  considered equivalent.

That means that you don't need to exhaustively list every possible variation of
a job title in your persona. Instead, you can focus on the most common keywords
and let Unify handle the details.