persona

noun4

1. •
   A social role.

   • I've maintained a very public persona.
2. •
   The mask or appearance one presents to the world.

   • He keeps his online persona completely separate from his real-world one.
3. •
   A character played by an actor.
4. •
   An imaginary person representing a particular type of client or customer, considered when designing products and services that will appeal to them.