The assistant writes for whatever business you describe. Describe it once, properly, and everything after that is written against that description instead of against nobody in particular.
What a brand profile is
A short dossier the assistant keeps in the conversation: what the business sells, who it sells to, how it sounds, what it avoids, and a few taglines in that voice.
It is not a document you have to maintain. It is the answer to “who am I writing for”, given once instead of retyped in every message. Without it you get marketing copy; with it you get yours.
Building it from your website
Paste the address of your site and ask for a brand profile. The assistant reads the site and writes the dossier back to you. It takes about a minute.
Read what comes back before you rely on it. It is usually close and occasionally wrong in one place — a product you no longer sell, a tone taken from a page you never liked. Say what is wrong and it rewrites that part.
Building it without a website
Three or four lines are enough. What you sell, who buys it, what you want them to feel about it.
“A neighbourhood bakery, mostly regulars, warm and unfussy, we do not do trendy” is more useful than most websites, because it says what to avoid as well as what to aim for. You do not need a brand book, a logo or a style guide to start.
Colours and logo
Give your colours as codes if you have them, or in words — “our green is the dark bottle green from the logo”. Upload the logo with Upload files next to the message box.
This matters mostly for visuals. Once the colours are in the profile, banners and post images come back in them instead of in whatever looked good by default.
Correcting it as you go
The profile is not fixed at the moment it is written. Every correction you make afterwards — “we never use exclamation marks”, “stop calling them clients, they are guests” — holds for everything that follows in the same conversation.
That is also why it is worth correcting a flat answer instead of starting again: the correction is reusable, the answer is not.
Where the profile lives
In the conversation, not in your account. Start a fresh chat and the assistant knows nothing about you again.
You do not have to rebuild it from scratch, though. Copy the profile out of the old conversation, paste it into the new one, and carry on. If you are signed in, the old conversation is still waiting on any device — see Creating an Account and Signing In.
What it does not do
A brand profile makes the writing sound like you. It does not make the facts true: prices, opening hours and product names still come from what you told it, and gaps still get filled plausibly. Using What You Get covers what to check before anything goes out.