> ## Documentation Index
> Fetch the complete documentation index at: https://docs.wisepilot.app/llms.txt
> Use this file to discover all available pages before exploring further.

# Brand Voice & Positioning

> Set up your brand position and product-specific tone context.

# 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:

1. **`get_brand_position`** — retrieves your current brand position record: identity statement, audience archetype, differentiators, proof points, and core message
2. **`get_brand_guidelines`** — retrieves editorial guidelines: tone descriptors, style rules, formatting preferences, and anything to avoid
3. **`update_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

<Tip>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.</Tip>

## 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:

1. Run the brand voice prompt above first to confirm your overall brand position is solid
2. 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:

* [ICP Discovery & Creation](/onboarding/icp-creation) — Build ICP profiles grounded in your brand positioning