For companies, it is becoming increasingly important to align their services and presence more consistently with their target audiences. An important strategic tool for this are so-called "personas," detailed and tangible ideal representations of target groups. This book helps you and your colleagues from other departments to communicate more quickly and effectively about customer segments. It demonstrates how to quickly capture the emotional structure of target groups using the Limbic® map and how this tool can be ideally utilized for positioning offerings in the digital market. Through "personas," the emotional target corridor of the company becomes vivid and tangible for all stakeholders. Contents: Personas: Giving target groups an emotional face, the persona strategy: Which personas do I really need, building blocks: What does it include? My persona on the web.