---
title: Creating Personas
description: Two creation paths based on whether you have a product and know your target user. Generate 3 aligned or 6 diverse persona recommendations.
---

When you click **New Persona**, Brand Stack asks two questions to route you through the right creation path.

## Do you have an existing product?

- **Yes** — Paste your website URL. Brand Stack scans your site and extracts product details automatically (name, industry, description, target audience).
- **No** — Fill in three fields: product name, short description, and industry.

## Do you know your target user?

- **Yes** — Describe who you're building for in your own words. Brand Stack generates **3 persona variations** that match your description but represent different archetypes within that segment. For example, describing "a mid-level PM at a startup" might return:
  - **The Data-Hungry PM** — wants quantitative validation for every decision
  - **The Stakeholder Wrangler** — spends most of their time building alignment
  - **The Scrappy Builder** — wears PM, design, and research hats simultaneously

- **No** — Brand Stack generates **6 diverse persona recommendations** based on your product context. These cover different demographics, roles, and use cases to help you discover segments you might not have considered.

## Selecting and generating

After Brand Stack presents recommendations, select which personas to generate. Each persona costs **3 credits**. You can generate all of them or pick just the ones most relevant to your current work.

Once generated, each persona becomes a full [research profile](/personas/persona-profiles) you can [chat with](/personas/chat), [collaborate around](/personas/collaboration), and use as context for [documents](/documents) and [projects](/projects).

## Personas created inside a Brand Stack

Personas generated as part of a [Brand Stack](/brand-stacks) use the same generation pipeline and produce the same artifact as personas created here. They're automatically linked to the stack's product and grouped as a persona set on your **Personas** page, so a persona is a persona — you can chat with it, add research to it, and use it in documents no matter where it was created.