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The legal or operating entity behind the brand. e.g. Patagonia Works, LLC; Allbirds, Inc.

What the brand is actually called. Often matches the company name. e.g. Patagonia; Tesla; Notion.

Primary URL. Used to power online research. e.g. patagonia.com

One per line — LinkedIn, Instagram, X, TikTok, YouTube. e.g. linkedin.com/company/acme, instagram.com/acme

Where this brand operates. Type each market and press Enter (or click elsewhere) to add. e.g. UK, South Africa, EMEA, USA, Global.

The industry or category the brand operates in. e.g. SaaS, Fintech, Retail, Hospitality, Healthcare, Impact, Education, Manufacturing, Professional Services, Creative Services.

Shapes how personas, positioning and tone are constructed. Pick the closest fit.

Greenfield = brand-new build. Evolution = refine the existing identity. Revolution = full rebrand from the ground up.

Optional. Paste any existing brand content – mission, values, positioning, key messaging, past strategy excerpts. Anything that gives the AI more context to work from.

Anchors everything else. e.g. "We make outdoor clothing for serious adventurers." Or "We help small businesses do their accounting without hiring an accountant."

Should pass the "would anyone care if this brand disappeared tomorrow?" test. e.g. Patagonia: "To save our home planet." Tesla: "To accelerate the world's transition to sustainable energy."

A picture of the world that exists because this brand exists. e.g. "A world where every small business has the same financial tools as a Fortune 500 company."

Values = the non-negotiable behaviours that govern how the brand acts. Concrete enough that a team member could use them to make a hard call. e.g. Patagonia: "Build the best product. Cause no unnecessary harm. Use business to inspire environmental solutions." Avoid abstract words like "Innovation. Customer-first. Excellence" – these tell you nothing about how to act.

The literal "what". Be specific. e.g. "Subscription-based AI-powered code review for small dev teams." Or "Hand-finished organic skincare made in small batches in Cornwall."

If a competitor could say the same thing, keep going. e.g. "The only insurance brand approving claims in under 30 seconds via WhatsApp."

Bringing something to a category that wasn't there before. e.g. "The first creative agency to publish all client fees, contracts and timelines publicly online."

Marketing fluff is not an RTB – real, defensible facts only. e.g. "87% client retention over 5 years; B Corp certified; proprietary methodology used by 3 of the top 10 UK retailers."

For B2C: a real human with a life. e.g. "Marcus, 34, urban professional, time-poor, cares about sustainability but expects convenience." For B2B: the decision-making unit. e.g. "Sarah, VP Marketing at a 200-person SaaS company, has to prove ROI to her CFO quarterly."

The emotional layer — often the strongest purchase driver. e.g. "They want to be seen as discerning, not someone who falls for marketing. Fear: being mistaken for a basic consumer who buys whatever the algorithm pushes."

Often the emotional/social job matters more than the functional one. e.g. Functional: "Track my personal finances." Emotional: "Feel in control of my money." Social: "Look responsible to my partner."

Sharp pain points = sharp positioning opportunities. e.g. "Existing tools are designed for accountants, not actual business owners. The jargon is impenetrable and the pricing is opaque."

The one most likely to outcompete you on size or share. e.g. "Salesforce — strength: massive ecosystem and trust; weakness: overpriced and over-engineered for SMBs; our advantage: purpose-built simplicity at SMB price points."

Often a competitor of similar scale offering a similar promise. e.g. "Pipedrive — strength: clean UI and quick set-up; weakness: no native email or AI; our advantage: built-in AI-drafted follow-ups."

Leave blank if genuinely nothing relevant – better than padding. e.g. "ChatGPT itself — eating low-end CRM tasks with conversational AI."

Specific rules the creative team must follow. e.g. "Must include FCA-regulated disclaimer on all financial materials; cannot use red (parent company restriction); must use existing logo lockup with parent brand."