# 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.

{% hint style="success" %}
Please don't feel you have to manually enter all these details! **Use the AI to auto-populate**.
{% endhint %}

{% hint style="info" %}
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.
{% endhint %}

### 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.

{% hint style="info" %}
To learn more about Sidekick, visit the page below:
{% endhint %}

{% content-ref url="/pages/t8KowZqED0vvaMfJBhTj" %}
[Sidekick](/feature-documentation/planning/ai-assistants/sidekick.md)
{% endcontent-ref %}

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:

<figure><img src="/files/nkaARiAAIMIlcR6V8L6Q" alt=""><figcaption></figcaption></figure>

## 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

<figure><img src="/files/2FLjL1Rk9C4I7x8xbJyE" alt=""><figcaption></figcaption></figure>

### System Information

<table><thead><tr><th width="249.5999755859375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Handle</strong></td><td>Social media handle or username for the persona</td></tr><tr><td><strong>Classification</strong></td><td>Information classification: <em>Open</em>, <em>Restricted</em>, <em>Confidential</em>, or <em>Internal</em></td></tr><tr><td><strong>Is Organisation</strong></td><td>Indicates whether this persona represents an organisation rather than an individual</td></tr><tr><td><strong>Matches Player</strong></td><td>Links the persona to a player role in the exercise</td></tr><tr><td><strong>Positions to Impersonate</strong></td><td>Defines which player positions can impersonate this persona</td></tr><tr><td><strong>Tags</strong></td><td>Freeform tags for filtering and classification. Max 30 characters per entry</td></tr></tbody></table>

### Identity

To autofill all attributes for a persona with the help of AI, fill out the *Bio* under *Identity* and click the "magic icon":

<figure><img src="/files/I3VFJJ0GJP9Fp1TJtxqD" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="197.5999755859375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Name</strong></td><td>Full name of the persona</td></tr><tr><td><strong>Gender</strong></td><td>Gender identity: <em>Female</em>, <em>Male</em>, or <em>Non-binary</em></td></tr><tr><td><strong>Bio</strong></td><td>Biography and background description</td></tr><tr><td><strong>Character Pitch</strong></td><td>A short, punchy snapshot capturing the persona's core identity and tone. Max 130 characters</td></tr><tr><td><strong>Age</strong></td><td>Age in years</td></tr><tr><td><strong>Job Title</strong></td><td>Current professional title</td></tr></tbody></table>

#### **Cultural identity**

<table><thead><tr><th width="199.199951171875">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Nationality</strong></td><td>Country of nationality</td></tr><tr><td><strong>Ethnicity</strong></td><td>Ethnic background</td></tr><tr><td><strong>Accent</strong></td><td>Spoken accent</td></tr></tbody></table>

#### Narrative

<table><thead><tr><th width="207.20001220703125">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Role</strong></td><td>Functional role in the scenario</td></tr><tr><td><strong>Archetype</strong></td><td>Relationship to the player: <em>Boss</em>, <em>Sidekick</em>, <em>Antagonist</em>, <em>Subordinate</em>, <em>Colleague</em>, <em>Expert</em>, <em>Customer</em>, or <em>Neutral</em></td></tr></tbody></table>

#### Affiliation

<table><thead><tr><th width="186.79998779296875">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Affiliation</strong></td><td>Alignment category: <em>Friendly</em>, <em>Hostile</em>, <em>Enemy</em>, or <em>Unknown</em></td></tr><tr><td><strong>Faction</strong></td><td>The faction this persona belongs to. Can be selected from existing factions or created new</td></tr><tr><td><strong>A3E</strong></td><td>Role classification: <em>Audience</em>, <em>Actor</em>, <em>Adversary</em>, or <em>Enemy</em></td></tr></tbody></table>

### 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.

{% hint style="info" %}
We use 11labs for our audio generation.
{% endhint %}

<figure><img src="/files/V0nb91XWzEZDDuLcNOmA" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="220.79998779296875">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Text Alignment</strong></td><td>Layout direction for text content: <em>Left</em> or <em>Right</em></td></tr><tr><td><strong>Style</strong></td><td>General writing style (e.g. formal, casual, witty, technical)</td></tr><tr><td><strong>Tone</strong></td><td>Emotional flavour of messaging (e.g. neutral, upbeat, critical)</td></tr><tr><td><strong>Language Register</strong></td><td>Formality level (e.g. slang vs. professional, jargon vs. plain language)</td></tr><tr><td><strong>Delivery</strong></td><td>How messages are presented (e.g. concise, story-like, authoritative)</td></tr><tr><td><strong>Channels</strong></td><td>Where the faction communicates. Select up to 4 channels</td></tr><tr><td><strong>Writes In</strong></td><td>The language the faction writes in</td></tr><tr><td><strong>Uses Emojis</strong></td><td>Whether the faction uses emojis in posts (true/false)</td></tr><tr><td><strong>Avoids</strong></td><td>Words, topics, or styles the faction deliberately avoids. Max 30 characters per entry</td></tr><tr><td><strong>Examples</strong></td><td>Sample text illustrating the faction's typical voice. Used by AI to generate communications in the appropriate style</td></tr></tbody></table>

### Location

<figure><img src="/files/4nb27P32BMQzkY0nWy7d" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="241.60003662109375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Location</strong></td><td>Geographic location of the faction. Supports What3Words for precise location selection</td></tr><tr><td><strong>GPS</strong></td><td>GPS coordinates. Can be entered manually or selected via a map interface</td></tr></tbody></table>

### 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).

<figure><img src="/files/BGSGC0sRMTshE4UpBNI7" alt=""><figcaption><p>All the details in the <code>Expert</code> tab feed into the beliefs and goals you see in the <code>Core</code> tab</p></figcaption></figure>

#### Capability

<figure><img src="/files/5yexiVTu6haGnqtwaADy" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="200">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Psychological</strong></td><td>Skills, knowledge, and mental abilities that help the faction act. Max 30 characters per entry</td></tr><tr><td><strong>Limitations</strong></td><td>Known constraints or weaknesses that hold the faction back. Max 30 characters per entry</td></tr></tbody></table>

#### Opportunity

<div align="left"><figure><img src="/files/qMy6TezQ9gHi6tb9RIJe" alt=""><figcaption></figcaption></figure></div>

<table><thead><tr><th width="203.4000244140625">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Social</strong></td><td>People and networks that enable or hinder action. Max 30 characters per entry</td></tr><tr><td><strong>Environmental</strong></td><td>Contextual or physical factors that enable or block action. Max 30 characters per entry</td></tr></tbody></table>

#### Motivation

<div align="left"><figure><img src="/files/awE8y1ytw1i7DZP0Hobp" alt=""><figcaption></figcaption></figure></div>

<table><thead><tr><th width="200.79998779296875">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Automatic</strong></td><td>Habits and impulses that drive behaviour without conscious thought. Max 30 characters per entry</td></tr><tr><td><strong>Reflective</strong></td><td>Deliberate goals and reasoning that drive behaviour. Max 60 characters per entry</td></tr><tr><td><strong>Goals</strong></td><td>What the faction wants to achieve. Max 60 characters per entry</td></tr><tr><td><strong>Fears</strong></td><td>Risks or outcomes the faction wants to avoid. Max 30 characters per entry</td></tr></tbody></table>

#### Mindset & Disposition

<figure><img src="/files/qlADaQirixwmVccFqXQT" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="196.4000244140625">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Empathy Level</strong></td><td>How easily the persona understands and cares about others' perspectives</td></tr><tr><td><strong>Disposition Level</strong></td><td>Overall stance toward the training audience, from hostile (−5) to supportive (+5)</td></tr><tr><td><strong>Traits</strong></td><td>Stable personality traits shaping behaviour</td></tr><tr><td><strong>Mental State</strong></td><td>Current mental outlook or cognitive state</td></tr><tr><td><strong>Mental State Trend</strong></td><td>Recent pattern in mindset (e.g. improving, declining, volatile)</td></tr><tr><td><strong>Emotional State</strong></td><td>Current emotion influencing decisions. Options include: <em>Fear</em>, <em>Anger</em>, <em>Outrage</em>, <em>Dread</em>, <em>Grief</em>, <em>Sorrow</em>, <em>Betrayal</em>, <em>Humiliation</em>, <em>Shame</em>, <em>Envy</em>, <em>Jealousy</em>, <em>Joy</em>, <em>Hope</em>, <em>Optimism</em>, <em>Relief</em>, <em>Trust</em>, <em>Compassion</em>, <em>Empathy</em>, <em>Love</em>, <em>Pride</em>, <em>Resentment</em>, <em>Disappointment</em>, <em>Gratitude</em>, <em>Regret</em></td></tr><tr><td><strong>Morale</strong></td><td>Confidence and willingness to persist under pressure</td></tr></tbody></table>

#### Beliefs & Standards

<figure><img src="/files/5EUpyYcqstlhVVmXUJi9" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="200.13336181640625">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Beliefs</strong></td><td>Core statements the persona holds to be true. Max 100 characters per entry</td></tr><tr><td><strong>Attitudes</strong></td><td>Leanings or feelings toward an issue, actor, or behaviour. Max 60 characters per entry</td></tr><tr><td><strong>External Standards</strong></td><td>Public values the persona claims to uphold, judged by media and the general public. Breaking them triggers public disappointment or shame. Options include: <em>Fairness</em>, <em>Loyalty</em>, <em>Authority</em>, <em>Honesty</em>, <em>Harm Avoidance</em>, <em>Duty</em>, <em>Lawfulness</em>, <em>Reciprocity</em>, <em>Accountability</em>, <em>Transparency</em>, <em>Honour</em>, <em>Solidarity</em>, <em>Innovation</em>, <em>Profitability</em>, <em>Competitiveness</em>, <em>Vision</em>, <em>Sovereignty</em>, <em>Representation</em>, <em>Stability</em>, <em>Caregiving</em>, <em>Trust</em>, <em>Tradition</em>, <em>Discipline</em>, <em>Courage</em>, <em>Sacrifice</em></td></tr><tr><td><strong>Internal Standards</strong></td><td>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</td></tr></tbody></table>

<figure><img src="/files/DRhg4HhjdHGo2Z5UhjUA" alt=""><figcaption></figcaption></figure>

<details>

<summary>External Standards vs Internal Standards</summary>

**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*.

</details>

#### Behaviour

<figure><img src="/files/UuBnWIAf1VxgruZ2TfzI" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="219.99993896484375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Expected</strong></td><td>Behaviours anticipated from this persona given the context. Max 60 characters per entry</td></tr><tr><td><strong>Constraints</strong></td><td>Rules or limits restricting behaviour. Max 60 characters per entry</td></tr></tbody></table>

#### Memory

<figure><img src="/files/pgB8N2wZ1DPy9SuiywH0" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="201.20001220703125">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Events</strong></td><td>Notable life or scenario events that shape this persona's outlook. Max 100 characters per entry</td></tr><tr><td><strong>Knowledge Base</strong></td><td>Specific knowledge known only to this persona</td></tr><tr><td><strong>Facts</strong></td><td>Discrete facts known by the persona. Max 30 characters per entry</td></tr></tbody></table>

### Influence

<figure><img src="/files/ElLXnr2BiPbPBtyV6iOx" alt=""><figcaption></figcaption></figure>

<table><thead><tr><th width="228">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Influence Category</strong></td><td>Degree of online influence (see table below)</td></tr><tr><td><strong>Comments</strong> (Low / High)</td><td>Expected range of comments per post. Auto-populated based on influence category but can be manually overridden</td></tr><tr><td><strong>Likes</strong> (Low / High)</td><td>Expected range of likes per post. Auto-populated but overridable</td></tr><tr><td><strong>Shares</strong> (Low / High)</td><td>Expected range of shares per post. Auto-populated but overridable</td></tr></tbody></table>

#### Influence Category Defaults

| Category    | Followers   | Comments    | Likes           | Shares        |
| ----------- | ----------- | ----------- | --------------- | ------------- |
| 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

<table><thead><tr><th width="195.5999755859375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>With</strong></td><td>The other persona or entity this relationship is with</td></tr><tr><td><strong>Type</strong></td><td>Nature of the relationship: <em>Ally</em>, <em>Rival</em>, <em>Colleague</em>, or <em>Family</em></td></tr><tr><td><strong>Status</strong></td><td>Current state: <em>Active</em>, <em>Strained</em>, <em>Broken</em>, or <em>Engaged</em></td></tr></tbody></table>

### Activity

<table><thead><tr><th width="207.5999755859375">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Status</strong></td><td>Current activity status of the persona. Possible values include: <em>idle</em>, <em>listening</em>, <em>mobilising</em>, <em>active</em>, <em>cooldown</em>, <em>suppressed</em>, <em>fragmented</em>, <em>recovering</em>, <em>disruptive</em>, <em>influencing</em>, <em>engaged</em>, <em>communicating</em>, <em>escalating</em>, <em>stalled</em>, <em>seeding</em>, <em>amplifying</em>, <em>brigading</em>, <em>flooding</em>, <em>stealth</em></td></tr><tr><td><strong>Campaigns</strong></td><td>The group activity or campaign the persona is involved in, if applicable</td></tr><tr><td><strong>Last Updated</strong></td><td>Timestamp of the last update (auto-generated)</td></tr></tbody></table>

## Faction Attributes

Toggle to the `Faction library` to view, create, and edit factions:

<figure><img src="/files/NFHCRCZ5Bwukn0IYEtNR" alt=""><figcaption></figcaption></figure>

Factions are groups that share common characteristics. Faction-level attributes define the demographic and similar profile of the group as a whole.

{% hint style="info" %}
To learn more about factions, visit the page below:
{% endhint %}

{% content-ref url="/pages/N2umfnTDxeXsUJ89OlfZ" %}
[Factions](/feature-documentation/designing-and-running/personas/factions.md)
{% endcontent-ref %}

### Core Identity

<table><thead><tr><th width="238.800048828125">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Name</strong></td><td>The name of the faction</td></tr><tr><td><strong>Description</strong></td><td>Background description of the faction — who they are and what they represent</td></tr></tbody></table>

### Demographics

<table><thead><tr><th width="236.39996337890625">Attribute</th><th>Description</th></tr></thead><tbody><tr><td><strong>Age Range</strong></td><td>The general age bracket of the faction's members</td></tr><tr><td><strong>Peak Age</strong></td><td>The most common age within the faction</td></tr><tr><td><strong>Gender Split</strong></td><td>The gender composition of the faction. Female and male percentages must total 100%</td></tr><tr><td><strong>Education</strong></td><td>The predominant education level. Options range from <em>No formal education</em> to <em>Doctorate / Professional degree</em></td></tr><tr><td><strong>Employment</strong></td><td>The primary employment sector. Options include sectors such as <em>Technology &#x26; IT</em>, <em>Healthcare &#x26; Life Sciences</em>, <em>Public Sector &#x26; Government</em>, <em>Security, Defense &#x26; Emergency Services</em>, and others</td></tr></tbody></table>


---

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