This is step 3 before you run the system, after you settle on a clear product and make the website your home.
A brand profile is one file that holds the data of one brand: its product, readers, pain, what sets it apart, true stories, own names, voice, website and docs.
The method of the content system is the same for every brand. The profile gives that method the data it needs to run. Each brand has exactly one profile.
This page is for the person behind a brand who is about to fill in the profile, and for a writer or AI agent who needs to know what it is for. To understand the three parts of the system first, read Content system.
What does a brand profile include?
The ten entries split by the part of the system that uses them. Brand and Website serve all three parts. Pain is what the Know post names. Product and What sets you apart are the end point and the root of the Love post. True stories go into the Write step. Own names and Voice go into the Edit step. Docs is the door into the Truth vault.
The table below lists each entry, what it holds and which part uses it. How to fill in each entry is in the Brand profile template and is not repeated here.
| Entry | What to write | Part that uses it |
|---|---|---|
| Brand | The brand’s name and the person behind it | All three parts |
| Product Required | Its name, what it includes, on sale or taking a waitlist | Funnel: the Love post leads here |
| Readers | The specific group of people the product serves | Funnel, Process |
| Pain | The readers’ long-running problem the product solves | Funnel: the Know post names it |
| What sets you apart | The strengths, skills and experience of the person who makes the product | Funnel: the root of the Love post |
| True stories | Things the person behind the brand has lived through and may share | Process: the Write step |
| Own names | Names that stay as they are, and the fixed translation of each | Process: the Edit step |
| Voice | Language, how to address readers, how much spoken style to keep, words not to use | Process: the Edit step |
| Website Required | The website address, the sales page, the waitlist page | All three parts: where every post is published |
| Docs | The docs address, the Method section and the Common questions section | Truth vault |
Does the system run if the brand profile has gaps?
Without Product or Website, it does not run yet. These two entries are conditions: with no product, the funnel has no end point. With no website, posts have no home to be published in.
If any of the other eight entries is empty, the system still runs. If an entry has no data yet, write Not yet and keep the line.
Who reads the brand profile, and when?
Once filled in, the profile is what a writer or AI agent reads before any content work. When they meet a Not yet or an empty entry, they ask the person behind the brand instead of filling it in alone.
The cuongthach.com profile adds two small things to this template:
- Each entry lists its source, and when a source and the profile disagree, the source wins.
- Where there is no single clear answer yet, it marks the spot
[confirm]: a writer or agent that meets this mark asks and does not choose alone.
Example: the cuongthach.com profile
The cuongthach.com profile fills in all ten entries. Its two required entries:
- Product: Write to Sell, cohort K3, taking waitlist sign-ups, not on sale yet.
- Website: English at
/, Vietnamese at/vi/, product page/vi/viet-de-ban/, waitlist counted in FunnelKit Automations.
The rest of the profile, entry by entry with examples, is in the Brand profile template.
What the brand profile does not do
- It holds no method. The method of the content system is the same for every brand and lives in the parts of the system. The profile holds only the data of one brand.
- It does not decide for the person behind the brand. Ask about an empty entry, do not fill it in alone. Stories, numbers and experience all come from the real brand.
- There are never two profiles for one brand. Each brand has exactly one profile.
Read next
Four rules for every post
The four rules every post in the content system keeps, what each one says, which part of the system it comes from, and the signs of a break.
The Know - Trust - Love content funnel
The three reader states Know, Trust and Love, six shared rules, and the funnel that lines up every post on one straight path to the product.
KNOW stage
The Know post is the first touchpoint of the funnel, where readers discover you, see their own problem named and want to keep reading.