Brand Onboarding

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Section 1 · Product

What does the brand sell?

Name, ingredient class, who it's for, price, SKUs. The more specific the better — "£34.99 for 60 caps, glucomannan + green tea extract, morning capsule for busy people who've tried everything" beats "a weight-loss supplement".

Section 2 · Ideal customer

Who's actually buying this?

Age, gender split, platform they live on. The trigger moment where they finally pull the card out — not "frustrated with weight" but "mum of two, kids asked her to come in the pool, she said she was tired". What they've already tried and bailed on. What they secretly feel.

Section 3 · Voice

How should the creator sound?

Describe 2–3 creators you'd hire (age, accent, register). Give a line a customer might actually say ("honestly mate, I felt like me again"). Give a line that would feel off-brand. UK / US / AU? Direct, gentle, funny, clinical — pick a lane.

Section 4 · Compliance

What can't we say, and what can't we show?

Regulatory body (ASA / MHRA / FDA / TGA / none). Words that are banned (e.g. "cures", "clinically proven"). Euphemisms required (e.g. "the pen" not "Ozempic"). Visuals that get you flagged (body shots, scales, before/after). If none of this applies say "none".

Section 5 · References

Which ads or creators should we sound like?

Paste 2–3 ads/creators that capture the tone. One-liner on each: why you like it — hook, delivery, pacing, angle. Also useful: 1 ad you hate and why, so we know the boundary.

Section 6 · Hook bank

Any hook lines from the swipe file?

Literal opening lines (first 0–3 seconds of an ad) that captured the tone. "Unpopular opinion but the pen isn't the flex you think it is." "Hey, if you're over 40 and your weight hasn't moved in a year, stop scrolling." One per line. Optional — skip if you don't have any yet.

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Review & save

Edit anything that needs tightening, then save. Decomposer will pick these up on the next brief.

Brand profile (brand.md)

Voice (voice.md)

Compliance (compliance.md)

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Brand saved

Every voice note and brief from now on decomposes with this context. Refine anytime from this page.

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