1. Who you are, in two sentences
What you make, for whom, and why it exists. Not the vision, but what a new colleague needs to understand the business on day one. These are the sentences AI uses to avoid making things up.
2. The audience, concretely
Who buys, what they care about, what they are tired of. “Small businesses” is too vague. “The owner of a company with 3 to 15 employees, doing the marketing themselves in the evening” is something a model can write to.
3. The voice, with examples
Three words that describe the tone, one paragraph you are proud of, and one you would never write. The examples do more than the adjectives. See the separate guide on tone of voice.
4. The message
The main promise, three supporting points and the proof behind each. Once AI has this, it stops inventing benefits you cannot stand behind.
5. The rules
Words you never use, claims you cannot back up, topics you stay away from, and the formal things: legal name, how product names are written, how you talk about competitors. These are the most important lines in the whole profile, because they prevent the mistakes that cost money.
6. The visual side
Colours with codes, typefaces, the logo in its proper variants, and one sentence about the image style. This is what makes AI images and pages look like you.
7. Products and facts
What you sell, what it costs, what is new. Facts have to be current, or AI will write confidently about a product that no longer exists.
8. Keep it alive
A profile that sat in a PDF last year is as useless as no profile. Put it somewhere it can be updated, and where the tools you use can read it directly, instead of someone pasting in an old version.
In Marshi
Marshi is that home. You build the profile in Projects, Marshi uses it in everything it makes, and through Brand Key, ChatGPT and Claude read the same profile.
