Brand & audiences
The brand is the context every writer — human or AI — reads before drafting. It answers three questions: how the brand sounds, who it writes for, and what it can prove.
The shape
brand
├─ positioning one paragraph: what it is, the category, how it differs
├─ voices[] tone · style · personality · words to use / avoid
├─ audiences[] who the brand writes for
│ ├─ companies[] the ideal customer company, as a fictional archetype
│ ├─ personas[] the people inside it — campaigns target these
│ └─ topics[] the angles written for this audience
└─ proofPoints[] evidence, tagged with the audiences it lands with
An audience is the grouping level: it carries its own goals, the voices it is written in, and a colour used across the UI. Everything specific to who you are writing for hangs off it.
Companies and personas
A company profile is the customer organisation written as a fictional archetype — not a real account. It carries a name, a one-liner for scanning (Industrial automation software, ~500 people, Tokyo + Osaka), and a narrative: two to four paragraphs on what the company does, how it has changed, what it struggles with, and how it copes today.
A persona is a person inside that kind of company: name, role, an optional link to one of the audience's companies, a narrative, pains, and hooks. Several personas can share one company — the champion, the economic buyer, and the blocker all work at the same archetype. A persona can also stand alone, with no company, which is the normal case outside B2B.
The narrative is the richest input a writer gets, and the structured fields are deliberately thin: a field exists only if the app filters, selects, or instructs with it. Everything else — where they live, what they read, what they do at the weekend — belongs in the prose, where it builds a coherent person instead of becoming a bullet a writer quotes back at the reader.
hooks are the exception worth knowing: they are phrases used verbatim as headlines, so leave them empty rather than inventing them.
Topics
A topic is an angle the brand writes about for one audience — a topic only means something relative to who it is for. It can be aimed at specific personas inside that audience; aimed at nobody means the whole audience.
A campaign picks one topic and, from the moment it launches, keeps its own copy of that topic's name and description. Editing or deleting a topic afterwards never rewrites what a campaign already went to market with.
Proof points
Proof points stay project-level, because evidence gets reused across audiences — one case study can serve several. Each is tagged with the audiences it lands with; tagged with none means it lands with all.
How a campaign uses it
A campaign targets personas, in order — the first is the primary target. From a persona, a writer can reach everything else: the persona's own pains and hooks, its audience's voice, goals and topics, and the proof tagged to that audience.
Read the whole brand in one call with get_project_brand; a collection's persona_ids tell you who a given campaign is for.
Archiving
Audiences, companies and personas can be archived rather than deleted. An archived audience takes its profiles with it, and restoring it brings back exactly those — anything archived by hand beforehand stays archived. Archived content keeps every reference it already had, so a campaign still shows the person it targets, but it is hidden from the default read: nothing new gets written for a retired audience.