Set up your brand

What this is: A field-by-field walkthrough of every Brand section in Settings, so the AI writes like you and speaks to the right people.

Your brand setup is the ground truth for everything the AI produces. The Brand sections live under Settings, grouped together in the sidebar. Each section has an Edit or Add flow, and your changes save when you save the section.

Tip: You can fill any of these in from chat too ("add a persona for RevOps leaders"). The agent updates the same settings. See Chat vs. the pipeline.

Brand Voice

Settings → Brand Voice: how you sound.

• Tone summary: a short description of your voice.
• Brand address: how you refer to yourself and address the audience (for example, "we").
• Voice characteristics: add several; each has a name plus Do's and Don'ts.
• Advanced controls: language conventions (formality level; preferred vs. avoided terminology), point of view, grammar & spelling (spelling conventions, title casing), and formatting guidelines (headings, lists, emphasis, quotes).

Tip: Brand Voice deserves care. See Brand voice, what to write & how it's used for exactly how each field steers a draft.

Example: Tone summary, "Confident and practical. We talk to busy marketers like a helpful peer, never a vendor."

ICPs

Settings → ICPs: the type of company you sell to (ICP = Ideal Customer Profile).

• Name (required)
• Industry
• Company size
• Region
• Characteristics
• Description

Example: "Mid-market B2B SaaS, 200-1,000 employees, North America, running a lean content team."

Personas

Settings → Personas: the person who reads and buys.

• Name (required)
• Description
• Primary job to be done
• Secondary jobs
• Key triggers
• Constraints & risks
• Success signals

Example: "Head of Content, primary job: publish more without hiring; trigger: a slipping editorial calendar."

Positioning

Settings → Positioning: your category and what makes you different.

• Market category
• Unique attributes
• Value & proof: verified stats and claims the AI is allowed to cite.
• Target market characteristics
• Competitive alternatives

Gotcha: Put only verifiable stats into Value & proof. The AI treats these as approved facts it may cite. Anything shaky here can end up in published content.

Example: Value & proof, for a fictional logistics company: "Cut average delivery time from 6 days to 2 (measured across our 2024 customer base)." Write the equivalent claim for your own brand, and only if you can back it up.

Offerings

Settings → Offerings: what you sell.

• Name (required)
• Category
• Description
• Capabilities
• Customer outcomes

Example: "Content Pipeline, capability: swarm agents draft and optimize SEO content; outcome: on-brand articles at scale."

Competitors

Settings → Competitors: informs how the AI differentiates you.

• Name (required)
• Website URL
• Category
• Competitor type: direct, indirect, alternative, or other.

Example: "Acme Writer, direct, acmewriter.com."

Brand Profiles

Settings → Brand Profiles: your social URLs (LinkedIn, X, and so on), used for monitoring.

Content Humanization

Settings → Content Humanization: guardrails that keep AI writing from sounding robotic, such as varying sentence openings and avoiding stock AI phrases.

What's next

Once your brand is in, connect your tools and add your SEO data:

• Integrations overview
• Keywords & clusters