Playbook replay

Set up my brand

A five-question interview that ends in a structured Brand Profile every later output has to respect.

Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.

Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.

Help me set up my brand profile. My brand is Lumira, a skincare brand for people who want a routine they can actually keep. Ask me the questions you need and draft the profile at the end.

Voice guidelines fail when they are written as adjectives. Asking what the brand is not, and what is banned, produces rules that are actually checkable later.

Five questions. Short answers are fine, I will infer the rest and show you what I inferred so you can correct it.

Who is this for, specifically? Not "women 25 to 45". Something like "people who have quit two routines already".
What do you never want to sound like? Naming the enemy is faster than describing the goal.
Is there language you have banned? Words a previous agency used that made you wince.
What is the one phrase you want to own? Something a customer could quote back to you.
What do you actually want people to do? Per post, not per quarter.

1. People who have started and quit a routine before, mostly 25 to 40. 2. Clinical, and anything that sounds like a dermatologist lecturing you. 3. "Flawless", "anti-ageing", "fix your skin". 4. "Start where you are". 5. Save the post, or send it to a friend. We are not chasing link clicks.

Here is the profile. I have marked what you told me and what I inferred, so you can overrule the second column.

Field	Value	Source
Audience	Lapsed routine-starters, 25 to 40	You
Core tension	Wants results, has been let down before	Inferred
Tone	Warm, direct, second person	Inferred from "not clinical"
Never	Clinical, instructional, lecturing	You
Banned	"flawless", "anti-ageing", "fix your skin", "perfect skin"	You, plus one adjacent
Signature	"start where you are"	You
Primary CTA	Save this · Send this to someone	You
Secondary CTA	Comment prompt	Inferred
Sentence length	Under 14 words where possible	Inferred from "not lecturing"

Two things I added that you did not say.

I added "perfect skin" to the banned list, because it is the phrase people reach for when "flawless" is blocked and it fails for the same reason.

I set a sentence-length rule. "Not clinical" is not a checkable instruction, but "under 14 words" is, and long sentences are what makes copy read clinical more than vocabulary does.

Where this stops today. I can draft this profile in chat, and every output in this conversation will follow it. Saving it into your SMM workspace so it governs posts made outside this chat is the next ship. Until then, keep this message and paste it into a new chat when you need the same rules.

Naise created an artifact

Lumira brand profile, draft 1Brand profile · Markdown report

9 fields

4 banned terms

2 inferred, flagged

Voice, audience, banned and signature phrases, and CTAs, with every inferred field marked as inferred.

Profile

Field	Value
Audience	Lapsed routine-starters, 25 to 40
Tone	Warm, direct, second person
Never	Clinical, instructional, lecturing
Banned	flawless, anti-ageing, fix your skin, perfect skin
Signature	start where you are
Primary CTA	Save this · Send this to someone
Sentence length	Under 14 words where possible

Not yet: saving this into the SMM workspace. Chat-only for now.

That was a sample. Run it on your own brand.

Naise reads your brand, your channels, and your market, then does this against your real data.

Run this playbook free