Configuring Brand Core

Brand Core is the brain behind every piece of content Averi produces. It's where you teach the AI who you are, who you serve, and what makes you different.

Without Brand Core, AI output is generic — the same content any company could publish. With it, first drafts already carry your voice, speak to your specific audience, and reflect your competitive positioning. The more detailed your inputs, the sharper every output becomes.

Here's the reality most teams face: the average marketing team uses 12+ tools to manage content, and none of them talk to each other.

• Your brand guidelines live in a PDF nobody reads
• Your ICP documentation sits in a Google Doc last updated six months ago
• Your competitive positioning exists only in your founder's head

Brand Core pulls all of that into one place and makes it actionable — every single time the AI generates a draft.

To see the difference, imagine two companies using AI to write a blog post about email marketing. Company A skips Brand Core and gets a generic, Wikipedia-style article that could belong to anyone.

Company B fills out Brand Core with their voice (direct, slightly irreverent), their ICP (mid-market e-commerce CMOs), and their positioning (the only platform connecting content strategy to revenue attribution). Company B's draft opens with a bold claim, speaks directly to CMO pain points, and weaves in differentiators naturally. Same AI, wildly different output. That's Brand Core.

Navigate to Brand Core from the left sidebar and click the Voice tab. Here you'll define your brand personality traits, tone rules, and language guidelines.

Averi prompts you with structured fields:

• Select 3-5 personality descriptors (e.g., authoritative, conversational, bold)
• Specify words and phrases to always use or always avoid
• Set tone parameters for different content types
• Paste sample content that exemplifies your best writing

Teams that upload at least three sample pieces see noticeably better voice matching on their very first AI draft.

Here's what this looks like in practice. Say your brand is confident and direct but not corporate. You select "Authoritative," "Conversational," and "Bold" as personality descriptors. In "Always Use," you add phrases like "here's the thing" and "bottom line." In "Always Avoid," you list "synergy," "leverage" (as a verb), and "circle back."

You set blog posts to a conversational tone and whitepapers to an authoritative tone. Now every draft the AI produces reflects these rules — without you having to prompt-engineer each time.

The sample content upload is where the magic really happens. Paste in your best-performing blog post, a strong email sequence, and a landing page that converts. Averi's AI analyzes sentence structure, vocabulary patterns, paragraph rhythm, and even how you open and close pieces.

One customer uploaded three pieces and told us the first AI draft "sounded more like us than half the stuff our freelancers write." That's what happens when the AI has real examples to learn from instead of vague instructions.

Click the Audience tab within Brand Core to build your Ideal Customer Profiles. This is how you stop writing for everyone and start writing for the specific people who buy from you.

Averi provides a structured template for each ICP that captures:

• Job title, company size, and industry
• Pain points and goals
• Objections and preferred content formats
• Buyer journey stages they map to

You can create up to five ICP profiles. When you generate content later, you'll select which ICP you're writing for, and the AI adjusts messaging, examples, and calls to action accordingly.

Here's a concrete example. Say your two primary ICPs are "VP of Marketing at a mid-market SaaS company" and "Solo marketing manager at a startup." These two people have completely different pain points.

The VP cares about team efficiency, reporting to the board, and scaling content without scaling headcount. The solo marketer cares about doing the work of five people, not burning out, and proving ROI to their CEO. When you tag a blog post for the VP ICP, the AI uses examples about team workflows. Tag the same topic for the solo marketer, and it focuses on time savings and doing more with less.

The objections field is especially powerful for bottom-of-funnel content. If your VP ICP's top objection is "we already have a content agency," the AI addresses that comparison naturally. If the solo marketer's objection is "I don't have budget for another tool," the AI frames your product around ROI and time saved.

These aren't hypothetical — Averi uses ICP objections to shape CTAs, handle objections in body copy, and choose the right proof points. Fill them out thoroughly.

The final Brand Core tab is Positioning. Here you list your top 3-5 competitors and describe how you're different from each one.

You'll also define your key messaging pillars — the 3-4 core claims your brand consistently reinforces. Averi uses this to ensure your content never sounds like a competitor's. This is especially powerful for comparison content and bottom-of-funnel pieces where differentiation drives conversions.

Let's make this concrete. Suppose you compete with three marketing platforms:

• Competitor A — "They focus on social media scheduling — we focus on full content strategy from ideation to analytics."
• Competitor B — "They require a dedicated content team of 5+ — we're built for lean teams of 1-3 people."
• Competitor C — "They charge per user — we charge per workspace, so adding team members is free."

Now when the AI generates a comparison article or landing page, it naturally weaves in these differentiators without you having to prompt for them.

Your messaging pillars work the same way. If one pillar is "AI that learns your brand, not the other way around," that theme surfaces across blog posts, emails, and landing pages — consistently, without you manually inserting it each time.

Averi achieved 6,000% traffic growth in 10 months, and a big part of that was content that consistently reinforced clear, differentiated positioning. Generic content doesn't compound. Differentiated content does. The Positioning tab is how you make sure every piece reinforces what makes you the obvious choice. Review and update your positioning quarterly as your market evolves.