Guide
Find your desired brand profile
The analysis shows where your brand stands today. The next four tools help you define where you want to go. Position, archetype, Tone-of-Voice and core narrative are strategic choices – not something that can be derived automatically – and it is up to you to make them.
Step 1
Positioning Finder
You establish the position the brand should own: frame of reference, prioritised audience and primary differentiation – through forced trade-offs, not wish lists. The foundation for the next steps.
~10 min
Step 2
Archetype Finder
You decide which brand archetype you want to stand for – with any desired position as its foundation. This sets the direction for the next two steps.
~5 min
Step 3
Tone-of-Voice Finder
You make five concrete linguistic choices that define how your brand should sound – based on the archetype you chose in step 2.
~3 min
Step 4
Story Finder
We draft your core narrative based on your choices from steps 2 and 3.
~8 min
Order
Use them together
Each step builds on the previous one, so we recommend completing them in the order Positioning → Archetype → Tone-of-Voice → Story. If you have set a position as desired, all three subsequent steps work from it. You can also work with them individually, but the result is strongest when they are connected.
My results
Run as many times as you like
Results are saved as drafts under "My results" on each finder page. You decide when a result should be set as your current desired profile – it requires an explicit click on "Set as desired".
Group exercise
Invite colleagues
The tools are designed to be run as a group exercise. Click "Start group session" to invite colleagues or external stakeholders – with or without your own answers, and with or without a solo run first. You can see where you agree – and where you do not. Disagreement is often the most important insight.
Combined report
The brand foundation in one document
Once you have set results as desired, you can pull one combined report of the desired brand under Assistants → Combined report. The report collects the decided results and can be supplemented with a coherence assessment across them: the model weaves the four parts together and points honestly at tensions, for example an authoritative archetype against an informal tone. The report can be saved along the way – with two, three or all four results – so you can follow the foundation as it is decided.
What it is not
Strategic choices – not derivation
The analysis part measures what your brand is today. The assistants define what you want it to be. These are two different questions – and both require an answer before you can work strategically with the gap between them.
From desired profile to action
What happens when you set something as desired?
When you click "Set as desired" on a Finder result, it is saved as your desired brand profile. The system compares it with your most recent analysis and can – if there is a difference – offer concrete actions that address the gap.
Positioning Finder
When you set a position as desired, it enters the analysis's distance block: the position the analysis reads in the market is held up against your desired frame of reference and differentiation. The other Finders also work from the position when you run them.
Archetype Finder
When you set an archetype as desired, the system asks whether you want actions to help your brand move towards the desired archetype. You can say yes or "not now" – the option does not disappear.
Tone-of-Voice Finder
Same logic as the archetype: if there is a difference between your current Tone-of-Voice and what you have just set as desired, you will be offered supplementary actions that address the gap specifically.
Story Finder
The core narrative is by definition new – there is no gap to calculate here, but there is a concrete next action: the system automatically creates an action to implement your new core narrative across touchpoints.
What is a gap?
The distance between as-is and to-be
The analysis maps your brand as it is today – position in the market, archetypal profile, Tone-of-Voice, narrative. The Finder suite establishes what you want it to be. The gap between the two is the starting point for the most strategically relevant actions you can receive.
Not now
The option does not disappear
If you dismiss the dialogue, the gap is still saved. You can always return and receive the actions at a later point. If you run a new analysis, the gap is automatically recalculated.
BrandWriter
Write in your brand voice
BrandWriter writes in your brand voice. It works in two ways: optimize a text you already have, or write new content from scratch. Both build on your brand identity, and each time you choose whether the text is written towards your current or your desired profile.
Optimize text
Improve a text you already have. The optimization builds on a BrandCheck and uses the weaknesses the check found as its targets. The meaning is preserved, and the text keeps its own language. See a before-and-after score on consistency and differentiation, and refine with a single click: shorter, longer, more active or more concrete.
Write new content
Write from scratch based on a short brief. You choose the content type and length, describe the occasion and optionally attach material as files or links. The text is written in the brand's voice and follows a recommended structure for the type.
Writing new content takes two steps
Step 1
Start brief
You choose the content type, language, length and basis, and briefly describe what the text should be about. BrandWriter gathers it into a brief with occasion, recipient, desired action and angle, which you can edit before writing.
Step 2
Write text
BrandWriter writes the finished text from the approved brief. Afterwards you can see a score and adjust the whole piece (headline and body) within the same voice. If the text has a headline, you can get an alternative one with "New headline". The adjustments appear in a running list, and the text is saved under New content.
Six things worth knowing
Basis
You choose whether the text is written towards your current brand identity, as the analysis measures it today, or towards your desired profile from the assistants. If no desired profile exists yet, the text is written towards the current one.
Structure
Each content type has one or more recommended writing structures, for example the inverted pyramid for a press release or STAR for a case study. The structure governs how the text is built, and each of them is explained in the dictionary.
Placeholders
If a concrete detail is missing, for example a date, a quote or a number, BrandWriter does not invent it. It leaves a placeholder in the text for you to fill in. Placeholders are shown in terracotta on screen.
Headline or hook
The form follows the type. A press release, a newsletter and a blog have a headline. A LinkedIn post has none, but opens with a hook: the first lines that must catch the reader before they click "see more". A product description uses the product name as its title.
Emoji
You choose whether the text may use emoji: Recommended, On or Off. Recommended lets BrandWriter follow the brand voice, so some brands get emoji and others do not.
Bold text for LinkedIn
LinkedIn has no bold in its editor. On a LinkedIn post you can select text and make it bold or italic. It sticks when you paste the post into LinkedIn.
Eight content types and their core elements
Some content types have fixed core elements the text is expected to contain. If you do not have them at hand, BrandWriter leaves a placeholder so you can fill them in afterwards.
Save and reuse
Save your texts under New content or Optimized text, and return to them when you need them. Each adjustment becomes a new version you can assess again, and long lists can be folded away into an archive. BrandWriter works with text only; the visual side you assess with BrandCheck.
Clarify your brief
Read the brief strategically before the work starts
Paste a brief as text, or upload it as PDF or Word – an email, a tender document or meeting notes. One click gives you a strategic reading in six blocks: the brief’s type, what the text actually says, what is missing, the brief’s unspoken assumptions about the brand, a finished list of clarification questions and an honest suggestion for next steps in brandvju.
Read against the brand’s knowledge
If the brand has an analysis, a desired profile or material in the archive, the brief’s assumptions are verified against that knowledge. Questions the platform can answer itself never appear on the list for the client. The list only holds what you genuinely need clarified.
Items marked "brandvju"
Items that draw on the brand’s knowledge in the platform carry a small brandvju badge, so you can always see what comes from the brief’s own text and what comes from your foundation.
Report in presentation format
Saved readings can be downloaded as a report with one slide per section – ready for the client meeting or the internal clarification.
Turn a recommendation into a brief
On every recommendation you will find the button "Turn into a brief": it generates a brief draft in seven blocks from background to budget, filled with the brand’s documented knowledge. Fields the platform does not know are marked "to be filled in" and never guessed. The draft lands right here, ready for editing and clarification.
Saved only when you choose to
A reading is only saved when you click Save, and can then be reopened, archived and explored further in Ask this brand.
Ask this brand
Answers built on the brand’s own knowledge
Ask a question about the brand and get an answer built on the brand’s own knowledge in brandvju: the analysis, the desired profile, the open recommendations and the material archive. You can ask follow-up questions in the same conversation, and conversations can be saved and reopened.
Always in the top menu
The "Ask this brand …" field at the top of every page opens a panel from the right that stays open while you move between pages. It knows which brand you have selected and which section you are reading. You can also ask how brandvju works, e.g. how a score is calculated. Such answers are free for everyone and build only on the guides, the methods pages and the glossary.
Answers with sources
Every statement about the brand cites its source – e.g. an analysis section, the decided Tone-of-Voice or an open recommendation. The assistant always distinguishes between what the analysis has documented and what the brand’s own material says.
Honesty about the foundation
Every answer shows which foundation it was read against. If the brand’s knowledge does not cover the question, the assistant says so honestly and points to the brandvju feature that would create the foundation.
Connected to your briefs
From a saved brief reading you can click "Explore in Ask this brand" and, for example, have it checked which of the brief’s questions the platform can answer itself, and which must go to the client.
Conversations are saved only when you choose to
A conversation is only saved when you click Save, and then lives under "My conversations" on the selected brand.
Download results
Analyses, actions and results from the assistants can be downloaded as reports – for your own use or to share with others in your organisation.