> ## 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" width="2920" height="2128" data-path="images/tutorials/how-to-use-personas/create-persona.png" />
</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" width="2920" height="2128" data-path="images/tutorials/how-to-use-personas/persona-suggestions.png" />
</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.