In short: Brand DNA → Brand Story. Upload your guidelines PDF, or get one from Brand Helix, then press the pencil on any section to make it specific.
A brand story is not an advert for your company. It is the set of facts that decide how everything else sounds: what you do, who you do it for, what you stand for, and how you talk.
Protaigé reads your brand story before it writes a single line. A thin story gives you generic work. A specific one gives you work that sounds like you. This page explains what the story holds and how to get it right. It takes about four minutes.
Know what the page holds
Open Brand DNA, then Brand Story. The page has six sections: Brand Story, Brand Voice, Tagline, Key Messages, Brand Themes and Values. Brand Voice is your tone. Key Messages are the points you always want made. Together they steer every campaign, sketch and email.
Fill it in from a PDF or from your website
If you have written guidelines, upload the PDF and Protaigé fills the sections for you. If you do not, press the link that says create a brand guide from your website. It opens Brand Helix, which reads your site and writes a brand book for free. Upload that PDF instead.
Make it specific
Vague values give vague copy. Press the pencil on a section and say what you actually do, and what you will not do. Press Save. The more specific the words, the more useful the work that comes back.
Update it when the business changes
Positioning moves. When it does, press Update Guidelines and upload the new PDF, or edit the sections directly. Everything Protaigé writes after that picks up the change.
An hour spent on your brand story is repaid in every campaign you never have to rewrite.
Last updated 12 August 2026
