Brand

The Brand section is where Emma reads your brand from. Anything she generates — posts, ads, emails, landing pages — pulls from the four pages below. If output feels off-brand, the fix is almost always here.

​

Brand Guidelines

Defines your brand identity and founder voice. Fields:

• Brand name, tagline, tone, personality
• Fonts, colors, logo
• Founder profile and voice

How to use it:

• Fill it out completely before generating content. Half-filled profiles produce half-on-brand output.
• Update when positioning, tone, or visuals change.
• Add a founder profile to enable founder-led content. Without it, Emma writes in a neutral brand voice instead of your personal one.

Watch-outs:

• Don’t over-stuff tone descriptions. “Professional but fun but edgy but technical” produces inconsistent output. Pick a clear position.
• Update once, reuse everywhere. The brand profile feeds every other section automatically.

​

Market Strategy

Defines who you sell to and why you win. Fields:

• Business overview and value proposition
• ICP segments
• Competitors

How to use it:

• Store validated ICPs only — ones you’ve actually sold to or interviewed.
• Update after research, not assumptions.
• Reference it when scoping campaigns, content series, and ad targeting.

Watch-outs:

• More ICPs is not better. Three to five is the working range.
• Keep ICPs behavior-based, not just demographic. “VP of Engineering at a Series B SaaS company who just hired their first PMM” beats “tech VPs.”
• Refresh quarterly. Markets shift faster than you think.

​

Templates

Reusable HTML layouts Emma fills in when she generates email and recurring content formats — cold outreach, lead nurture, founder announcements, product updates, standardized report formats. A template controls structure and styling, not the workflow that produces the content. How to use:

• Save a layout once you’ve iterated on it a few times in Agent Mode and the structure is stable.
• Reference it when you brief Emma: “Draft the nurture email for my Q2 list using my product-update template.”
• Templates power the outbound email layouts Emma sends against your CRM lead lists.

​

Knowledge Base

Reference material Emma searches and reads during conversations. The richer this is, the sharper Emma’s output. What to upload:

• Mission statement
• Brand guidelines or style guide (PDFs from a previous agency, internal style docs)
• Customer case studies and success stories
• Founder and customer interviews
• High-performing posts (LinkedIn, X, blog)
• Industry reports and competitor whitepapers

Watch-outs:

• Quality beats quantity. One sharp case study is worth ten boilerplate brochures.
• Update outdated docs. Emma can’t tell what’s current.
• Think “training data,” not “storage.” Anything here will show up in output.

​

Connecting external sources

Knowledge Base supports three source types beyond direct uploads. If a source is disconnected or unavailable, Emma keeps working with the remaining sources.

​

Next steps

• Tour Agent Mode for the conversation patterns that get good output.
• Set up a CRM lead list to send templated outreach.
• Creative section for the assets Emma generates from your Brand context.