In short: Brand DNA, Personas, then Upload. It takes a PDF.
Each persona is a profile you can point a campaign at. The detail you put in is what the writing draws on.
Add a persona
Upload is the route in, and it takes a PDF. There is no form to type a persona into on this page, so if what you have is in your head rather than in a document, write it up first.
Fill in what changes the work
Goals, challenges and motivations do the heavy lifting. Demographics alone rarely change a line of copy.
Keep them current
Audiences shift. A persona nobody has looked at in a year is quietly steering your campaigns.
Once saved, personas appear as options when you brief a campaign, and the copy adjusts to whichever one you choose. For a one-off audience you do not want in the library, the brief builder has a Custom persona tab where you type a name, occupation and pain points straight into the brief. That stays with the campaign and does not join Brand DNA.
Last updated 12 August 2026
