A persona is a description of a key segment of your target market.
The description should include everything about that segment which affects how they interact with your product or service.
A persona may describe an individual or a business. In a retail environment, a persona for an individual could this could include their age, gender, likes and dislikes, etc. In a business environment, this could include their role, decision-making authority, etc. A persona for a business could include their industry, size, target market and how they add value, etc. If your business sells to other businesses, you should develop personas for those businesses as well as for the people within those businesses that you will have to deal with.
You can create personas for different roles within your target market as well as for different stages of the buying process. For example, existing customers, prospects, detractors, doubters, influencers, etc. You can also create anti-personas. Anti-personas are descriptions of the type of people you don't want as customers.
Your persona descriptions should be as vivid as possible. This helps to bring the segment alive.
Personas help you better to understand more exactly what your business needs to do to attract and satisfy your target market.
In StratNavApp.com you can capture persona descriptions in the Customer Segment descriptions. These can be found on the Business Model Canvas.