# Persona hub: voice, pillars and ICP

> Set up Ghost's Persona hub: your profile, company description, voice sliders, content pillars, ideal customer profiles and content strategy brief, which power everything Ghost writes and scores.

Source: https://www.growwithghost.io/docs/getting-started/persona/

The Persona hub is everything Ghost knows about you: who you are, what you sell, who you sell to and how you sound. Every post, comment, message and email Ghost writes, and every [Lead Score](https://www.growwithghost.io/docs/find/lead-score), is based on it.

**Where to find it:** sidebar → **Account → Persona hub**. The **Persona completeness** chip at the top shows how many of the six sections are done.

[Quick onboarding](https://www.growwithghost.io/docs/getting-started/quickstart) fills most of this in for you. Check it, then refine it.

## 1. You

Your name, email, LinkedIn URL, role, a short bio, your **timezone** and how much time you have each day. The timezone matters: it sets your sending window, your 6am coach email and your 8am task email.

## 2. Your company

Company name, website, and **what your company does** (up to 3,000 characters). Write it in the first person. Ghost uses it to write outbound messages and posts on your behalf, so be specific about who you help, how, and what results you get.

## 3. Voice and language

| Setting | What it controls |
|---------|------------------|
| **Formal ↔ Casual** | Polished and professional, or relaxed and conversational |
| **Thoughtful ↔ Punchy** | Longer, considered sentences, or short and direct |
| **Professional ↔ Humorous** | Straight, or with personality and wit |
| **English variant** | US (color, optimize) or UK (colour, optimise) spelling |
| **LinkedIn goals** | What you want LinkedIn to do for you |

Quick onboarding sets the sliders from your recent posts. In Composer, switch on **Match My Voice** to apply them. Ghost also learns how you write replies from messages you send, and uses that for follow-up drafts.

## 4. Content pillars

Pillars are the recurring themes your posts are about. Each has a name, a description and example topics or angles. Quick onboarding drafts five. There's no limit.

- **Add pillar** to write one yourself.
- **Rebuild with AI** suggests 3–5 pillars from your persona. Pick the ones to keep, refine with feedback, and choose whether to replace your existing pillars.

Deleting a pillar doesn't delete posts made from it.

> **Tip:** Good pillars sit where your expertise meets your buyers' problems. For a founder selling to finance teams, that might be "Month-end close", "Finance team hiring" and "Lessons from building the product".

## 5. Ideal customer profiles

Your ICP drives [Find People](https://www.growwithghost.io/docs/find/find-people), the [ICP Agent](https://www.growwithghost.io/docs/find/icp-agent), [Lead Score](https://www.growwithghost.io/docs/find/lead-score) and AI-written sequences. Click an ICP to open it.

- **Who to target:** job titles, seniority, industries, countries, cities and regions, tech stack, company size, annual revenue and company age, plus titles, industries and countries to **exclude**.
- **Buyer personas:** the people who buy, their pains and the angles that work. These shape your sequences.
- **Why they buy now:** buying triggers, pain points, signals to watch, and company events (like recent funding) that pre-filter Find People.
- **Company and buyer profile:** what a good-fit company looks like, who buys, and who's **not a fit**.

The header shows roughly how many people in the Ghost database match. Click **Find people** to search them.

### Change your ICP in plain English

Type into **Tell Ghost what to change**, for example "UK founders only, £1M+ revenue, no agencies", and click **Suggest changes**. Ghost shows exactly what would change and how many people would match before and after, and warns you if the pool is very small (under 200) or very broad (over 50,000). Click **Apply changes** to use it. Contacts you haven't messaged yet are re-scored straight away.

Every change is kept in **Change history**, and you can undo the latest one.

You can have several ICPs. Find People, scoring and the ICP Agent use your most recently updated **Active** one.

## 6. Content strategy brief

Click **Generate content strategy** for a written brief covering your LinkedIn persona, goals and audience, voice, pillars and strategy. Edit any section, or use **Improve with AI**. Posts and outreach build on it.

## Reset your persona

**Reset persona** deletes your pillars, strategy brief and onboarding answers, resets your voice sliders, and sends you back to onboarding. Your posts, contacts and campaigns are kept. To rebuild only your pillars, use **Rebuild with AI** instead.