What to include in AI brand notes that actually changes the output

The brand notes field has 500 characters left, and you're still typing about "innovative solutions for modern businesses." Three hours later, the AI spits out an article that could be about anyone selling anything.

Most brand notes read like mission statements. Generic industry language, abstract concepts, the same adjectives every competitor uses. The AI reads this and produces equally generic output because it has nothing specific to work with.

Product names do more work than company descriptions

Write "SaaS platform" and the AI defaults to every cliché about cloud computing. Write "ProSchedule workflow automation for dental offices" and suddenly the content references actual workflows, actual pain points, actual terminology that dental office managers use.

The AI doesn't know your industry , it knows language patterns. Feed it specific product names and it pulls from content that mentions those exact tools. This changes not just the examples but the entire angle of the piece.

Include every product name, even the ones that seem obvious. The AI doesn't assume anything about what your main offering is called.

Customer language beats industry language every time

Your customers don't say "comprehensive workforce management solutions." They say "scheduling software that doesn't crash during busy weeks" or "something that stops the Tuesday morning scramble."

Document the exact phrases customers use in support tickets, sales calls, reviews. Not paraphrased. What to include in AI brand notes starts with writing down what people actually say when they describe their problem and your solution to it.

One landscaping company's brand notes included "crews showing up at the wrong house" because that's how customers described the problem their routing software solved. The resulting content sounded immediately different from generic "optimize your operations" copy.

Your competitors' positioning reveals your gaps

Include what you're not. "Unlike MailChimp, we don't charge per contact" tells the AI more about your positioning than three paragraphs about email marketing benefits.

This isn't competitive bashing , it's context. The AI needs to understand where you sit in a landscape it can't see. Reference 2-3 major competitors and one concrete way you differ from each.

And yes, this takes research if you haven't done competitive analysis lately. But the payoff shows up in content that positions you clearly instead of swimming in the same generic pool as everyone else.

Specific numbers anchor everything else

Don't write "fast turnaround times." Write "24-hour turnaround on standard logo projects, 48 hours for complete brand packages." The AI uses these numbers as benchmarks for the entire piece, creating content that feels grounded instead of floating in marketing abstractions.

Include your actual prices if they're not secret. Revenue numbers if you share them publicly. Employee count. Years in business. Customer count. Anything concrete that differentiates you from startups and established players alike.

Numbers also prevent the AI from making assumptions that might be wrong. Write "serving 50+ clients" if you're boutique, "15,000+ active users" if you're scaling. The resulting content matches your actual size.

Process details separate you from feature lists

Everyone lists what their product does. Few explain how they do it differently. Your onboarding process, your quality control steps, your customer support approach , these operational details generate content that competitors can't replicate by changing a few keywords.

One consulting firm included "every project starts with a two-hour discovery call, not a proposal template" in their brand notes. BrandDraft AI reads your website before generating anything, so the output references actual process names and terminology instead of generic industry language. The resulting articles referenced this specific approach naturally, creating content that sounded distinctly theirs.

Document 2-3 process elements that clients mention during sales conversations. The things they find surprising or different about how you work.

Geographic and demographic specifics ground the writing

Write "serving restaurant owners in Phoenix and Tucson" instead of "serving restaurant owners." The AI pulls from content about those specific markets, understanding regional concerns and competition.

Include demographic details that affect how customers use your product. "Designed for solo financial advisors, not large firms" changes everything about how the AI approaches compliance, scale, integration topics.

This isn't about limiting your market , it's about creating content that resonates with your actual customers instead of everyone theoretically.

What not to waste characters on

Skip the mission statement unless it contains specific, unusual claims. "Making the world more connected" tells the AI nothing useful. "Making it possible for food trucks to accept credit cards without monthly fees" gives it everything it needs.

Avoid personality adjectives that every company claims: innovative, customer-focused, reliable, experienced. These words don't differentiate because everyone uses them. If you must include personality traits, back them with specific evidence.

Don't explain why your industry needs solutions , the AI already knows that. Use those characters for details about your specific solution instead.

Testing whether your brand notes work

Generate a sample article and count how many details could apply to your top competitor. If most sentences work for them too, your brand notes are too vague.

Good brand notes create content where someone familiar with your industry can identify your company without seeing the byline. The specific product names, customer language, process details, and positioning should add up to something recognizable.

The goal isn't perfect uniqueness , it's clear differentiation from the generic industry content that floods every search result.