The same user is able to project different personalities while visiting different chat rooms. The personalities are tailored to the chat room being visited. Different personalization items (e.g., an icon or avatar, wallpaper, sounds, a smiley set, and text style) are provided based upon the chat room that the user is visiting. The personalization items may be customized based upon the identity of the chat room (such as a particular chat room, the type of chat room, or the content of the chat room). The personalization items may be host based and may leverage instant messaging ("IM") personalization items. The personalization items may be user selected or user provided.