How To Create a Brand Profile

Enter your brand name exactly as it should appear in copy.

Use your public-facing name. Avoid legal suffixes unless they are part of your branding.

Briefly describe:

• What your business does
• Who it serves

This is not a marketing copy.

It helps the system understand scope and domain.

Select the industry that best represents your business.

Industry selection matters because:

• Different industries tolerate different tones
• Claims and proof are evaluated differently
• Levels of restraint vary by category

Choose the closest fit.

Select up to five traits that reflect your brand’s personality.

These traits influence:

• Word choice
• Sentence length
• Energy and pacing
• Assertiveness vs restraint

Choose traits that describe how you want to be perceived, not how you feel personally.

Your elevator pitch is split into three parts:

• Main result or transformation
• Mechanism or method
• Key differentiator

These are often pre-filled based on Step 1.

Review and refine them so they reflect how you want to position the brand.

Choose the dominant emotional tone you want across channels.

This sets the global mood of your copy, such as:

• Calm vs Energetic
• Reassuring vs Urgent
• Professional vs Playful

Think about how you want your audience to feel while reading.

Enter your core values, one per line. The first value is treated as primary and carries the most weight.

Values influence what the system emphasizes, downplays, or avoids.

Select the primary archetype that best fits your brand narrative.

Archetypes influence:

• Authority posture
• Teaching vs leading vs guiding
• How persuasion is expressed

Choose the archetype that best reflects how your brand earns trust.

Describe what your industry typically gets wrong and what you refuse to do.

This helps the system:

• Avoid clichés
• Frame problems more sharply
• Signal differentiation without hype

One to three sentences is enough.

State one contrarian or uncomfortable truth your brand stands by. This is especially powerful for authority content and insight-led assets. 

Keep it grounded and precise.

Describe a common misconception you actively challenge. This gives the system permission to reframe assumptions and educate before persuading.

Add signature phrases or terms you want used consistently.

These may include:

• Positioning language
• Internal terminology
• Distinctive wording

Use sparingly. Precision matters more than volume.

List words, clichés, or phrases your brand never uses.

This prevents:

• Hype-driven language
• Generic industry jargon
• Terms that erode trust

This is one of the highest-impact fields in the Brand Profile.

Brand Story / Origin

A short origin story explaining why the brand exists.

Used selectively, not everywhere.

If you want your copy to sound in a specific way, you can include a sample copy here. 

The system extracts style and rhythm only.

It does not copy text verbatim.

Awards, certifications, endorsements, and media mentions.

Only include what is real and verifiable.

If none apply, leave these fields blank.

List key competitors in your space.

This helps the system understand:

• Your competitive landscape
• What language to avoid sounding like
• How differentiated your positioning should be

This does not trigger comparisons or attacks. It acts as a background constraint to keep the copy credible and distinct.

Best Practices for Strong Brand Profiles

• Optimize for clarity, not cleverness
• Avoid contradictions across fields
• Treat beliefs as strategic inputs, not opinions
• Think long-term. This profile should scale as your brand grows

A strong Brand Profile reduces editing, increases consistency, and improves every asset you create.