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The term persona stands for a representation of an individual person, which carries a lot of subjectivity.

The goal is to understand what your customer is searching for. As you've heard me cite Tom Peters before, "Harley Davidson does not sell motorcycles". 

"The term behavioral archetype is more accurate as it relates to a typical example of customer behaviors which is characteristic for a group subset of the audience."

"This means that a behavioral archetype should encompass how a type of customer perceives the brand, what motivates them to engage with it, what they expect, and how they reflect on their experience. As behavioral archetypes look particularly at motivations they are useful for determining what drives or harms loyalty in the long run."

Article: Behavioral Archetypes Instead of Personas