Set up your brand profile

Your brand profile is the foundation of your marketing system. It defines your business, products, audience, and competitors so every piece of content, every strategy, and every campaign reflects who you really are.

Open your brand profile

In the sidebar, open Brand. The page is titled Brand Identity. This is where you describe your business. The more complete it is, the better everything downstream (strategy, content, ads) will fit.

Let the scan fill it in

Paste your website address and press Scan Website. The scan reads your site and fills in most of the page for you. This is how most people start, and then they correct the details by hand.

Fill in the essentials

• Business name and website, the basics the system anchors to.
• Business description, what you do, in plain language.
• Products, add each product or service with a short description and a URL.
• Target audience, define one or more segments, each with their pain points and goals.
• Competitors, list the names and URLs of businesses you compete with, plus any notes. Leave this blank and the system researches your competitors for you.
• Unique value, what sets you apart. This shapes your positioning everywhere.
• Content goals, what you want your marketing to achieve.

Confirm your brand identity

When the page looks right, press Confirm brand identity. That is the signal the rest of the system waits for. Audience research, your playbook, and most content work will not run until your brand identity is confirmed.

Why it matters

Once your profile is confirmed, Scout (your marketing assistant) can research your market, build your strategy, and generate content that sounds like you. Set this up first, since most other features depend on it.

Next

• Build competitive intelligence
• Define and research audience personas