Brand DNA

The two halves

The business half is the facts: what you sell, how you position it, what the offer is, what you charge and why, who you compete with, and what you are not allowed to claim.

The brand half is the manner: tone of voice, the rules about what you always lead with and never say, and the look. The look is its own set of answers, from the palette and the character of your type down to what a button looks like and where the logo sits.

Both live on Brand in the sidebar, across the General, Branding and Persona tabs.

What it is measured against

Every message you send carries the filled-in fields with it, and Nomi is told to treat them as established facts: never contradict them, and never invent one to fill a gap. The look half is read again at the moment a picture is drawn, so the same palette and the same photography direction reach the drawing model.

Only what you filled in

An empty field does not appear at all, so Nomi is told the other half of the rule too: a fact it cannot find is unknown rather than unimportant, and it should name what is missing and ask for it rather than supply a plausible answer.

Nothing is required and nothing is blocked. You can make an ad on your first day with a brand that is almost empty. An unfilled field costs you output quality, not access.

Each tab keeps score at the foot of the page: how many of its fields are answered, and a Fill next that walks you to the first one that is not. It stops appearing once the tab is full.

Nomi drafts, you decide

Anything read off your site arrives as a draft, stamped with the page it came from, with Keep and Change beside it. Keep makes the answer yours.

Once an answer is yours, a later reading never overwrites it in silence. Nomi tells you which fields it left alone instead.

Fields save when you click away from them, so there is no Save button, and an edit reaches your next message even in a session you already have open.