Persona Attributes
Persona & Faction Attributes
This page describes the attributes used to define factions and personas. Factions represent groups of people, while personas represent individual people within those groups. Together, these attributes shape how personas behave, communicate, and interact when used with our AI.
Please don't feel you have to manually enter all these details! Use the AI to auto-populate.
Many of the same attributes are present in personas and factions so if it's not described again for factions then the persona description will apply. We recommend starting with creating and filling out your faction attributes before moving on to individual persona attributes.
Why do these attributes matter?
With richer attributes, personas can become more than just text descriptions. Defining persona's communication styles, tones, voice preferences, and language etc. makes them functional data models that tools like Sidekick can act upon.
To learn more about Sidekick, visit the page below:
These attributes matter because it leads to more authentic, consistent content generation across all formats (audio, image, text). The more information AI has about the persona the more realistic the result will be when you ask it to generate content.
You'll find all essential fields in the Core view when editing a persona. For deeper personalisation or direct JSON editing, you'll find all attributes in the the </> Expert section:
Persona Attributes
Personas are individual "non-player characters" (NPCs). Where they have no attributes defined, they inherit context from their faction. Below are all the attributes available for defining a persona. They fall into the following categories:
Identity – stable characteristics defining who the persona is, including background, role, affiliation, and narrative identity
Cognition – the persona’s beliefs, knowledge, values, and mental models used to interpret events and information
Motivation – goals, incentives, and priorities that drive decision-making and behavioural intent
Affect – emotional and psychological state variables such as morale, anger, fear, vigilance, and stress
Social – relationships, influence roles, group membership, and the persona’s position within social or factional structures
Memory – stored experiences, learned information, and evolving narrative context that shape future interpretation and behaviour
Physical – operational and situational attributes of the persona such as location, activity, capability constraints, and physical condition
System Information
Handle
Social media handle or username for the persona
Classification
Information classification: Open, Restricted, Confidential, or Internal
Is Organisation
Indicates whether this persona represents an organisation rather than an individual
Matches Player
Links the persona to a player role in the exercise
Positions to Impersonate
Defines which player positions can impersonate this persona
Tags
Freeform tags for filtering and classification. Max 30 characters per entry
Identity
To autofill all attributes for a persona with the help of AI, fill out the Bio under Identity and click the "magic icon":
Name
Full name of the persona
Gender
Gender identity: Female, Male, or Non-binary
Bio
Biography and background description
Character Pitch
A short, punchy snapshot capturing the persona's core identity and tone. Max 130 characters
Age
Age in years
Job Title
Current professional title
Cultural identity
Nationality
Country of nationality
Ethnicity
Ethnic background
Accent
Spoken accent
Narrative
Role
Functional role in the scenario
Archetype
Relationship to the player: Boss, Sidekick, Antagonist, Subordinate, Colleague, Expert, Customer, or Neutral
Affiliation
Affiliation
Alignment category: Friendly, Hostile, Enemy, or Unknown
Faction
The faction this persona belongs to. Can be selected from existing factions or created new
A3E
Role classification: Audience, Actor, Adversary, or Enemy
Communication Style
These attributes determine how the output (i.e. published content) of your persona will be presented. Use targeted autofill here by editing the Examples field.
Click Preview to hear a sample of the persona's voice. This will be used for the phone calls.
We use 11labs for our audio generation.
Text Alignment
Layout direction for text content: Left or Right
Style
General writing style (e.g. formal, casual, witty, technical)
Tone
Emotional flavour of messaging (e.g. neutral, upbeat, critical)
Language Register
Formality level (e.g. slang vs. professional, jargon vs. plain language)
Delivery
How messages are presented (e.g. concise, story-like, authoritative)
Channels
Where the faction communicates. Select up to 4 channels
Writes In
The language the faction writes in
Uses Emojis
Whether the faction uses emojis in posts (true/false)
Avoids
Words, topics, or styles the faction deliberately avoids. Max 30 characters per entry
Examples
Sample text illustrating the faction's typical voice. Used by AI to generate communications in the appropriate style
Location
Location
Geographic location of the faction. Supports What3Words for precise location selection
GPS
GPS coordinates. Can be entered manually or selected via a map interface
Cognitive Profile
The cognitive attributes define how the faction thinks, decides, and behaves. These are based on the COM-B behaviour model (Capability, Opportunity, Motivation).
Expert tab feed into the beliefs and goals you see in the Core tabCapability
Psychological
Skills, knowledge, and mental abilities that help the faction act. Max 30 characters per entry
Limitations
Known constraints or weaknesses that hold the faction back. Max 30 characters per entry
Opportunity
Social
People and networks that enable or hinder action. Max 30 characters per entry
Environmental
Contextual or physical factors that enable or block action. Max 30 characters per entry
Motivation
Automatic
Habits and impulses that drive behaviour without conscious thought. Max 30 characters per entry
Reflective
Deliberate goals and reasoning that drive behaviour. Max 60 characters per entry
Goals
What the faction wants to achieve. Max 60 characters per entry
Fears
Risks or outcomes the faction wants to avoid. Max 30 characters per entry
Mindset & Disposition
Empathy Level
How easily the persona understands and cares about others' perspectives
Disposition Level
Overall stance toward the training audience, from hostile (−5) to supportive (+5)
Traits
Stable personality traits shaping behaviour
Mental State
Current mental outlook or cognitive state
Mental State Trend
Recent pattern in mindset (e.g. improving, declining, volatile)
Emotional State
Current emotion influencing decisions. Options include: Fear, Anger, Outrage, Dread, Grief, Sorrow, Betrayal, Humiliation, Shame, Envy, Jealousy, Joy, Hope, Optimism, Relief, Trust, Compassion, Empathy, Love, Pride, Resentment, Disappointment, Gratitude, Regret
Morale
Confidence and willingness to persist under pressure
Beliefs & Standards
Beliefs
Core statements the persona holds to be true. Max 100 characters per entry
Attitudes
Leanings or feelings toward an issue, actor, or behaviour. Max 60 characters per entry
External Standards
Public values the persona claims to uphold, judged by media and the general public. Breaking them triggers public disappointment or shame. Options include: Fairness, Loyalty, Authority, Honesty, Harm Avoidance, Duty, Lawfulness, Reciprocity, Accountability, Transparency, Honour, Solidarity, Innovation, Profitability, Competitiveness, Vision, Sovereignty, Representation, Stability, Caregiving, Trust, Tradition, Discipline, Courage, Sacrifice
Internal Standards
Private values guiding decisions within close circles, judged by allies or staff. Upholding them earns loyalty or admiration, even if the public disapproves. Same options as External Standards
External Standards vs Internal Standards
External Standards
The values a persona claims to uphold publicly.
These are the standards by which the general public, media, and wider audiences judge the persona.
Violations here trigger public-facing emotions like reproach, disappointment, or shame.
Example: A politician professes fairness, transparency, accountability. If caught lying, the public feels reproach because external standards were violated.
Internal Standards
The values that truly guide the persona’s decisions within their close circle or loyal base.
These are used by allies, party members, staff, or inner circle to appraise the persona.
Upholding these standards can generate admiration, pride, or gratitude, even if external standards are being broken.
Example: That same politician may privately value loyalty, competitiveness, authority. If they protect allies or win a power struggle, insiders admire them even if the public condemns them.
Why This Split Matters
Many personas - especially leaders, executives, or public figures - operate under dual appraisal systems:
External lens: how the crowd/media react.
Internal lens: how allies/juniors/backers react.
This allows the same event to produce contrasting emotional outcomes across audiences.
Example:
External → “He broke the rules” → reproach.
Internal → “He protected the team” → admiration.
Behaviour
Expected
Behaviours anticipated from this persona given the context. Max 60 characters per entry
Constraints
Rules or limits restricting behaviour. Max 60 characters per entry
Memory
Events
Notable life or scenario events that shape this persona's outlook. Max 100 characters per entry
Knowledge Base
Specific knowledge known only to this persona
Facts
Discrete facts known by the persona. Max 30 characters per entry
Influence
Influence Category
Degree of online influence (see table below)
Comments (Low / High)
Expected range of comments per post. Auto-populated based on influence category but can be manually overridden
Likes (Low / High)
Expected range of likes per post. Auto-populated but overridable
Shares (Low / High)
Expected range of shares per post. Auto-populated but overridable
Influence Category Defaults
Influencer
400k+
200 – 2,000
8,000 – 40,000
500 – 5,000
Commentator
100k – 400k
100 – 800
2,000 – 15,000
200 – 2,000
Geek
5k – 10k
5 – 50
150 – 800
10 – 80
Entertainer
400k+
300 – 3,000
10,000 – 50,000
1,000 – 6,000
Regular
Up to 1k
0 – 10
5 – 50
0 – 5
Relationships
With
The other persona or entity this relationship is with
Type
Nature of the relationship: Ally, Rival, Colleague, or Family
Status
Current state: Active, Strained, Broken, or Engaged
Activity
Status
Current activity status of the persona. Possible values include: idle, listening, mobilising, active, cooldown, suppressed, fragmented, recovering, disruptive, influencing, engaged, communicating, escalating, stalled, seeding, amplifying, brigading, flooding, stealth
Campaigns
The group activity or campaign the persona is involved in, if applicable
Last Updated
Timestamp of the last update (auto-generated)
Faction Attributes
Toggle to the Faction library to view, create, and edit factions:
Factions are groups that share common characteristics. Faction-level attributes define the demographic and similar profile of the group as a whole.
To learn more about factions, visit the page below:
Core Identity
Name
The name of the faction
Description
Background description of the faction — who they are and what they represent
Demographics
Age Range
The general age bracket of the faction's members
Peak Age
The most common age within the faction
Gender Split
The gender composition of the faction. Female and male percentages must total 100%
Education
The predominant education level. Options range from No formal education to Doctorate / Professional degree
Employment
The primary employment sector. Options include sectors such as Technology & IT, Healthcare & Life Sciences, Public Sector & Government, Security, Defense & Emergency Services, and others
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