Brand Voice & Positioning
Do this before generating any content. Brand positioning is the foundation Claude draws on for every piece of copy — without it, generation defaults to generic output that sounds like every other brand in your category. A well-configured brand position means Claude writes with your voice from the first draft.
What You’ll Need
- Website created in WisePilot
- A short description of your brand (2–4 sentences is enough to start)
The Prompt
Paste this into Claude to kick off brand setup:
Help me set up brand positioning for [website name]. Here's our brand:
[Brief description — what you do, who you serve, what makes you different,
and the tone you want to strike. 2-4 sentences is plenty.]
Review what's already configured, suggest improvements, and help me fill
any gaps in the brand position and guidelines.
Example
Help me set up brand positioning for Meridian HR. Here's our brand:
We help mid-market HR teams eliminate manual compliance work through
automated policy monitoring. Our buyers are HR directors who are
stretched thin and skeptical of software promises. We're direct and
practical — no buzzwords, no filler, no corporate speak.
Review what's already configured, suggest improvements, and help me
fill any gaps.
What Claude Will Do
Claude runs three tool calls:
get_brand_position — retrieves your current brand position record: identity statement, audience archetype, differentiators, proof points, and core messageget_brand_guidelines — retrieves editorial guidelines: tone descriptors, style rules, formatting preferences, and anything to avoidupdate_product_tone — if multi-product is enabled, sets a tone_context on each product line that blends product-specific voice with the overall brand
After reviewing what’s already there (if anything), Claude will:
- Identify what’s missing or underdeveloped
- Suggest specific language for your identity statement, differentiators, and core message
- Ask clarifying questions if your description leaves ambiguity
- Write and apply the updates directly
You don’t need to have everything figured out before running this prompt. Claude works well from rough input — give it what you have and let it ask questions. The resulting brand position will be much stronger than trying to fill out a form manually.
What Good Brand Position Output Looks Like
After this session, your brand position should include:
| Field | What It Captures |
|---|
| Identity statement | One sentence: what you do and who for |
| Audience archetype | The mindset and situation of your buyer, not just a job title |
| Differentiators | 3–5 specific claims that separate you from alternatives |
| Proof points | Concrete evidence backing your differentiators (data, case studies, customer quotes) |
| Core message | The single most important thing a prospect should understand |
| Tone descriptors | 4–6 adjectives that define the voice (e.g., direct, dry, authoritative) |
| Avoid list | Phrases, patterns, or tones that are explicitly off-brand |
Multi-Product Note
If your website has multi-product mode enabled, each product line gets its own tone_context. This lets a parent brand maintain a consistent overall voice while individual products speak to different audiences with appropriate emphasis.
For example, a brand that’s “authoritative and data-driven” overall might have a product line targeting enterprise buyers that adds “formal, technically precise” — and a product line targeting SMBs that adds “approachable, jargon-free.”
Claude handles this automatically when it calls update_product_tone — it blends the product-specific context you provide with the existing brand guidelines rather than overwriting them.
Migrating from Single to Multi-Product Tone
If you previously had a single brand voice and are enabling multi-product for the first time:
- Run the brand voice prompt above first to confirm your overall brand position is solid
- Then run a separate prompt for each product line:
For the [product name] product line within [website name], set a tone context
that reflects: [product-specific audience and voice notes].
It should complement the overall brand voice without duplicating it.
Common Edge Cases
“Claude says there’s no brand position configured”
This is normal for a new website. Give Claude a description of your brand in the prompt — it will create the brand position record from scratch.
“The existing brand position doesn’t match how we actually talk”
Tell Claude what’s wrong and ask it to revise. Example: “The current tone descriptors say ‘playful’ but we’re not playful — we’re confident and precise. Please update the guidelines to reflect that.”
“We have brand guidelines in a PDF/Google Doc”
Paste the relevant sections directly into the Claude conversation. Claude will read them, extract what’s useful, and structure it into the correct format.
“I’m not sure which differentiators to use”
Claude can help you work them out. Try: “Here are 6 things we do well — help me identify which 3 are most defensible as true differentiators versus table stakes in our category.”
Next Steps
Once your brand position is set:
