Today’s Marketing

How to write a brand brief any AI agent can use

A brand brief for AI agents is one page that any tool can read: who you sell to, what you sell, the one action you want, words you use and avoid, three samples of your voice, and facts the agent must never change. Save it where your tool reuses it, such as a project, custom instructions or a skill.

Updated · By Blake Emal · 6 real examples, each linked to its source

Klaviyo says teams can teach Composer their processes and apply them consistently through Skills.Klaviyo: Composer marketing agent

What are the steps

  1. Write the reader in one lineRole, company size and the problem they feel this week.
  2. List the offer and proofProduct, price, and only claims you can source.
  3. Add voice samplesThree short pieces you would publish again.
  4. List banned words and facts to keepWords you never use, and numbers the agent must copy exactly.
  5. Save and reuseProjects in Claude and ChatGPT, custom instructions, or a skill file.

At a glance

SectionExample lineWhy
ReaderHeads of growth at 20 to 200 person SaaSSets level and tone
OfferWeekly visual newsletter, freeStops invented offers
VoiceThree past introsMatches your style
Never changePrices, dates, quotesPrevents made up facts

Which real examples show it

Give a feature a name and one number
Notion

1. Give a feature a name and one number

A named feature plus one number is easy to repeat and easy for answer engines to quote.

  1. Give the feature a short proper name
  2. Pick the single number that proves the benefit
  3. Explain how it works in one sentence
  4. Add the fallback or safety detail last

Full breakdown · Source

Ask waitlist signups what they would hand off
Claude

2. Ask waitlist signups what they would hand off

Asking what people would hand off first turns a waitlist into research on the strongest use cases, and it makes signups picture themselves using the product.

  1. Put the waitlist form in the hero
  2. Ask one open question about their first use
  3. Say who can get it and on which plans

Full breakdown · Source

Join a joke your audience already shares
Supabase

4. Join a joke your audience already shares

It joins the conversation developers are already having on AI tools, with a joke they recognize.

  1. Watch what your audience jokes on this week
  2. Make a screenshot that captures the joke
  3. Caption it in three words or fewer
  4. Post it while the topic is hot

Full breakdown · Source

Sources

  1. Klaviyo: Composer marketing agent
  2. Anthropic: Prompt engineering overview
  3. Anthropic: What are projects

What else do people ask

How long should the brief be

One page. Longer briefs bury the parts the agent needs most.

Should I include competitors

Yes, by name, with what makes you different in one line each.

Does it work across tools

Yes. It is plain text, so ChatGPT, Claude, Grok Bot or a personal agent can all read it.

Keep going

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