New brand

Everything here is read by an agent at run time. Voice and compliance do the most work: they are what the copy is written in and what it is checked against. You can come back and fill in the rest.

Identity

NameTaglineDescription — what the researcher is told the company does

Positioning

Voice

Archetype — read by every agent promptTraits — one per line

Tone

formality50

playfulness50

boldness50

warmth50

Do — one per line — instructions to the copywriterDon't — one per lineBanned phrases — one per line — blocked in code, before the editor agentSignature moves — one per line

Preferred wording — one per line, "say this: instead of this"

Compliance

Regulated industry — leave blank if none

Prohibited claims — one per line — an asset making one is blocked, not flaggedRequired disclaimers — one per line

Legal review required before publishing

Colour palette, image references and links are not editable here and are left exactly as they are by a save.

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