How to write a brand profile that actually improves your AI content

Most AI-generated content sounds the same. Confident but vague, polished but generic — the kind of post that could have been written by anyone for anyone. If your AI-generated posts feel that way, the problem almost certainly isn't the AI. It's the brief you're giving it.

SocialCore's AI uses your brand profile as the brief for every piece of content it writes. A thin profile produces thin content. A well-written profile produces posts that sound like your actual team wrote them.

Here's what goes into a brand profile that works.

Tone and voice: be specific, not aspirational

"Professional yet approachable" describes half the brands on LinkedIn. It doesn't tell the AI anything it can act on. Instead, describe *how* your brand actually communicates.

Less useful: "Our tone is friendly and authoritative."

More useful: "We write like a smart colleague explaining something over coffee. We use short sentences. We don't use jargon unless we define it first. We occasionally use humour but never at the expense of clarity."

If you have a piece of existing content — a blog post, a proposal, an email thread — that captures your voice well, paste a short excerpt into the tone section. The AI will model it.

Your audience: name a specific person

Generic audiences produce generic content. Instead of "marketing managers at B2B companies," describe one real person you're trying to reach.

"Maja is a head of marketing at a 40-person SaaS company. She has a team of two and manages four channels herself. She's comfortable with tools but doesn't have time to learn complex ones. She cares about results she can show her CEO in a monthly report."

This level of specificity gives the AI something to calibrate against. Every post it writes will implicitly ask: would Maja find this useful?

What you do and don't talk about

Most brands have topics they return to constantly and topics they actively avoid. Both are worth capturing.

List three to five recurring themes you want to appear regularly — the angles your audience consistently engages with. Then list any topics, phrases, or positions that are off-limits. "We never compare ourselves to competitors by name." "We don't publish anything that could be read as political commentary." These guardrails matter as much as the themes.

Banned phrases and clichés

Every industry has its stock phrases. "In today's digital landscape." "Excited to share." "Game-changing." "Synergy." If there are specific phrases your brand avoids, list them. SocialCore's AI will actively filter them out.

This is one of the highest-value fields in the entire profile — a short list of banned phrases can dramatically improve output quality on its own.

Where to put all of this

In SocialCore, go to Brand in the main navigation and open the brand profile editor. Each section has a text field. You don't need to fill every field at launch — even a solid tone description and a banned phrases list will meaningfully improve your output.

If you already have brand guidelines in a document, you can import them directly as a Markdown file. The importer reads the structure and maps it to the right fields.

Once your profile is set up, every workflow run, every post generated via Chat, and every AI content request will use it automatically. The better the brief, the less editing you'll do on the other end.