Your brand profile: why it grounds everything

The brand profile is the highest-return five minutes in the product. It doesn't change your scores (the scan reads your real pages either way). It changes everything the system makes for you afterward.

What it is

A short form about your brand: your core message, who you serve, your voice, the words you avoid, your values and stance, the stories you tell, who you're up against. You'll find it under Profile in your account menu.

What it feeds

• The AI fix-prompts (Pro). When the dashboard prescribes a fix, the ready-to-use prompt is built from your profile. With a filled profile, the prompt carries your voice, your audience, and your banned words. With an empty one, you get competent generic, which is exactly the disease this whole system exists to cure.
• The personalized prompt library (Pro). "Optimize with my profile" rewrites the starter prompts around your brand specifics.
• Your own clarity. More than one human has filled in the core-message field and discovered they couldn't. That discovery is worth the five minutes on its own, and it usually predicts what the Fidelity scan finds.

How to fill it in well

1. Core message: one sentence, no commas doing heavy lifting. If you can't say it in one breath, that's a finding, not a formatting problem.
2. Audience: a person, not a market. "Founders doing their own marketing" beats "B2B SMBs."
3. Voice notes: name real habits. "Short sentences. Contractions. Never say leverage." Concrete instructions outperform adjectives.
4. Words to avoid: be ruthless. Every industry has its beige vocabulary. Listing it keeps the AI from reaching for it.
5. Stories: your actual ones. The anecdotes you tell in every sales call belong here, because they're what makes generated drafts sound like you.

There's an Optimize with AI button that tightens what you've written, but it can only sharpen what you give it. Feed it something true.

Keep it current

When your positioning shifts, update the profile the same week. A stale profile quietly poisons every prompt it grounds. It's one page; re-read it once a quarter.

Related: what Pro unlocks with it.