The six parts of a brand profile
The profile answers six related questions:
- Who are you? Identity, origins, context and capabilities.
- Why do you exist? Purpose, direction and values.
- What do you offer? Products, services and the value they deliver.
- Whom do you serve? Customers, needs and situations of use.
- Why do they choose you? Advantages, differentiation and evidence.
- How do you show up? Messaging, voice and expression.
Open Brand profile, select a section and open its fields to read values and sources. You do not have to fill every field before asking questions, but distinguish available data from unconfirmed information.
Voice, messaging and visual identity
Voice describes how the brand speaks; messaging describes what it communicates; identity describes how it appears. All three should serve the same identity. An adjective such as “youthful” does not determine every piece of content or design.
Compare these fields with real examples: an approved post, a product message or a guideline page. Specify wording and things to avoid instead of adding generic adjectives.
For colors, fonts and visual assets, open Brand Kit to review extracted data. The strategic profile and visual tokens complement one another; colors alone do not define the brand.
Sources and confidence
Information is useful when you understand where it came from. Read the citation, open the related document and check whether the original passage supports the conclusion. Sources may include documents, websites, interviews or information you confirmed.
Confidence helps prioritize review; it does not certify that information is always correct. Outdated sources, missing context and conflicting documents still need human judgment.
In Antiem, answer citations are checked against real source entries; unmatched references are removed. External AI clients control their own presentation of MCP evidence. Ask for exact source quotations and compare them in Antiem when needed.
Review proposals, gaps and conflicts
A gap means data is missing. A conflict means information does not agree. Choosing the most polished sentence does not resolve either.
- Open the affected field and read the related sources.
- Determine whether it is an extraction error, a version difference or a real brand change.
- A brand owner or admin updates the value and reason, or handles pending proposals in Xu hướng (Growth).
- Before accepting or rejecting a proposal, compare the current value, proposed value and evidence.
An old proposal may expire if someone has changed the field. Read its new state before creating another proposal. Only a brand owner or admin can approve a proposal, including through MCP; asking AI to proceed does not change your permissions.
Update your profile as your brand changes
Update the parts that actually changed, such as customers, products or voice. Add supporting documents and a reason so the next person understands the change.
Each field has history for reviewing changes and reapplying an earlier value when appropriate. This tracks profile information, rather than every version of every source file. Check related fields when restoring a value to avoid new conflicts.
After updating, repeat a question or task that used that information. Ask external AI to read the profile again in a new work session; old answers in a conversation do not rewrite themselves.