Set up your Brand DNA

Why Brand DNA matters

Your Brand DNA is the single source of truth for who your business is — your voice, your audience, your offers, your values. Every other module pulls from it:

• Campaigns use your business name, tone, and offers in message templates.
• AI replies (coming soon) use your voice, do-say and don't-say rules.
• Proposals and invoices pull your logo and brand colors.

Fill it in once. Update it when your positioning changes. Everything else stays on-brand automatically.

Where to go

Open Settings → Brand DNA (/settings/brand-dna). You'll see 10 sections. Work through them top to bottom — anchor navigation on the left lets you jump around.

The sections

1. Business basics

Start here. Business name, industry, one-liner (≤140 chars), website URL.

The one-liner is the hardest and most important field. It's the sentence you'd say if someone asked "what does your business do?" at a party. Examples:

• "We help Ghanaian florists take online orders without losing weekend walk-ins."
• "Retainer-based ops support for African B2B SaaS teams."

If you can't write a good one-liner, your positioning isn't clear yet. That's fine — write a placeholder and come back when you've sold your next 5 customers.

2. Audience — personas

Add 1–2 primary personas and up to 2 secondary personas. For each:

• Name — e.g. "Busy mom, 30s" or "Accra-based ops lead, 40s"
• Demographics — age, location, income bracket, life stage
• Pain points — what's broken in their life that your offer fixes
• Goals — what they're trying to achieve

Be specific. "Everyone" is not a persona.

3. Voice

Two parts:

• Tone attributes (up to 5 adjectives) — e.g. "warm, direct, expert, cheeky, confident". Avoid opposites ("formal + casual" tells the AI nothing).
• Two sliders: casual ↔ formal, and calm ↔ energetic. Pick where you live. Most small-business voices sit around 30–50 formal, 50–70 energetic.

4. Offers

Your catalog of things customers can pay for. For each offer:

• Name — "Monthly Social Media Package"
• Description — 1–2 sentences, what the customer gets
• Price — free-form text ("GHS 1,500 / month" or "from GHS 500")
• Featured? — toggle your best-seller so campaigns default to it

5. Value props

Up to 5. The 3–5 reasons customers pick you over someone else. Each has:

• Headline — "Same-day delivery across Accra"
• Detail — one sentence explaining the proof

Keep them factual. "We're the best" is not a value prop; "ISO-certified kitchen, every order photographed before pickup" is.

6. Do say / Don't say

JSON-list style. Two short lists of phrases your brand uses and avoids.

• Do say: "partner", "concierge", "handled", "no stress"
• Don't say: "cheap", "customer", "we'll try", "basic"

These feed into AI reply suggestions later.

7. Brand story

• Short (≤280 chars) — the elevator pitch
• Long (≤2000 chars) — the full origin. How you started, who you serve, what you've learned

This is what you paste into "About us" pages and investor decks.

8. Visual assets

• Logo URL (paste a direct link for now — asset uploads coming v1.1)
• Primary / secondary hex color (#06b6d4)
• Heading / body font name (e.g. "Inter", "DM Sans")

Used on proposals, invoices, and shared emails.

9. AI Agent

The name and tone of your AI agent — the persona that replies to inbound messages when AI reply is enabled.

• Agent name — default "Ama". You can change it to match your brand ("Kwame", "Abena", "The Opterflow Concierge").
• Tone — one of warm | professional | formal | casual.

10. Human handover

When should the AI hand off to a human? And what does the handoff message say?

• Trigger: e.g. "When customer mentions refund, cancellation, or complaint"
• Handoff message: e.g. "Thanks for reaching out — I'm pulling in {{agentName}}'s manager to handle this personally."

Save model

Manual save, with dirty tracking. You'll see a sticky "You have unsaved changes — Save / Discard" bar at the bottom when anything is modified. Save applies to all sections at once.

Common mistakes

• Leaving fields blank. Blank = AI can't match your voice. Even a placeholder is better than nothing.
• Vague one-liner. "We help businesses grow." If a competitor could put their logo on it, it's not your one-liner.
• Too many tone attributes. 3 adjectives > 5 contradictory ones.
• Value props that are features. "24/7 support" is a feature. "Every reply inside 15 minutes, even weekends" is a value prop.