Ten sections of facts about your brand. Filled in an hour. Kept for years.

Identity

Name, category, founding, founders, mission, origin, where it is.

Voice

How the brand sounds, reading level, example paragraphs, banned words and phrases, required phrases, punctuation and capital-letter rules.

Positioning

What the brand promises and the proof behind each promise, what makes it different, how it describes its market, how it stands against competitors.

Audiences

Each customer type: who they are, what they want, what stops them buying, the words they use themselves, and where to find them.

Products

Each product with its main claim, supporting claims, features, benefits, price, and the claims that may never be made about it.

Compliance

Claims that are allowed and their proof, claims that are banned, disclaimers and when they must appear, industry rules, what needs a lawyer's review.

Visual identity

Colors, fonts, photo style with its dos and don'ts, approved image ideas, and the reference images that show the brand at its best.

Channels

For each channel: on or off, character limits, format rules, examples, and what not to do there.

Competitive

Each competitor: how they position themselves, what they do well, what your brand does differently, and their best-known ads.

Glossary

Product and brand terms with their exact spelling and capital letters, and whether they must always appear exactly as written.