In short: Brand DNA, Brand Story. Or generate one from your website with Brand Helix.
A brand story is not marketing copy about your company. It is the set of facts and beliefs that decide how everything else sounds: what you do, who for, what you stand for, and how you talk.
Protaigé reads it before writing a single line, so a thin story produces generic work and a specific one produces work that sounds like you.
Write it, or generate it
If you already have guidelines, upload them. If you do not, Brand Helix reads your website and drafts the whole thing for free, which is the faster start for most smaller teams.
Keep it specific
Vague values produce vague copy. The more specific you are about what you actually do, and what you will not do, the more useful the work that comes back.
Update it when the business changes
Update Guidelines is there because positioning moves. Everything generated afterwards picks up the change without anything else being touched.
An hour here is repaid in every campaign you never have to rewrite.
Last updated 12 August 2026
