Put your profile to work

The quickest way to use your profile is as context. Paste it, or the sections that matter, into an AI chat before you ask for anything. Then tell it three things.

• Work from my brand profile. Don't invent anything it doesn't say.
• Write in my Voice. Use the Voice section's do's, don'ts and words to avoid.
• Flag the gaps. If the profile doesn't cover something, ask me rather than guess.

Same goes for people. Hand them the doc, or the section they need, before they start.

Your profile already has most of a content strategy in it. You just have to read it that way.

• Your messaging pillars are your content pillars. Each pillar in Message and Promise is a theme. Its supporting points are topics; its example phrases are hooks.
• Write for one person. Your Dream Client's world, drivers and success signals tell you what they're thinking about. The Day-in-the-Life gives you moments to write into.
• Keep coming back to the big problem. The one big problem from Insight is the thread through everything. Repetition isn't boring. It's how people remember why they need you.
• Take a stand. Your Values and Purpose are where your strongest opinion pieces come from. What you won't budge on makes better content than what you're good at.
• Run it past Voice before it goes out. The things you say and the things you don't make a quick checklist.
• Use it as a filter. If an idea doesn't fit a pillar or speak to your Dream Client, drop it.

Your profile tells you who you're talking to and what they need to hear. Read it before every call.

• Lead with their problem, not your service. Open with the big problem from Insight, in the words your Dream Client would use.
• Have your one-liner ready. Your Brand Promise is the answer to "so, what do you do?"
• Build trust the way they buy. Buying Patterns & Dealbreakers in Dream Client tell you what earns their trust and what sends them running. Lean on the first. Steer well clear of the second.
• Talk outcomes in their terms. Success Signals tell you what winning looks like to them. Describe that, not your process.
• Know your answer to "why you?" Your edge from Insight is the reason it's you and not someone cheaper.
• Qualify hard. If a prospect looks nothing like your Dream Client, it's fine to say no. Being irrelevant to the wrong people is the point.
• The Ultimate Testimonial is a target, not a review. It's what you want to earn. Never quote it or present it as something a client said.

Most bad creative work starts with a thin brief. Your profile fixes that.

• Send the profile with every brief. Or the document from Prompt 4. It saves the first meeting and most of the back-and-forth.
• Point them at the right sections. Designers: Voice, Dream Client, Positioning, and your visual identity from Prompt 1. Copywriters: Message and Promise, and Voice. Marketing and ads: Dream Client, Insight, and Message and Promise.
• Write the brief against the profile. Name the pillar it serves, the Dream Client moment it speaks to and the problem it solves.
• Judge the work against it. Does it sound like your Voice? Would your Dream Client stop for it? Does it hold to your Values? That turns "I don't love it" into feedback someone can use.
• Got logo concepts from Prompt 1? They need a designer's finishing and a trademark check before you use them. That's a tidy first brief.

Values that don't show up in hiring aren't values.

• Hire against your Values. Turn each one into an interview question about a real situation: "Tell me about a time you…" Listen for whether they'd make the call your values make.
• Put your Purpose in the job ad. Tell people why the work matters, not only what the role is. The right people lean in; the wrong ones rule themselves out.
• Onboard with the profile. New starters read it in week one. Dream Client so they know who you serve. Voice so they sound like you. Values so they know what you won't budge on.
• Give contractors the Voice section first. Before anyone writes a word on your behalf.
• Use it when things go sideways. If someone keeps clashing with a value, the profile gives you the language for that conversation.