General, Branding and Persona

How a field behaves

Every field saves the moment you click away from it, so there is no Save button on these tabs.

A value Nomi drafted for you carries a Drafted by Nomi tag with Keep and Change beside it. Keep makes the answer yours, and a later reading of your site never overwrites it. A pill at the foot counts what is still empty, and Fill next jumps to the first one.

General

Four blocks: Identity (your logo and your brand name), The business (Company, Positioning), The offer (Value propositions, Offers, Key competitors, Pricing logic) and Voice and rules (Tone of voice, Prohibited claims). The pill counts those eight fields plus the logo.

Key competitors is a picker rather than a text box: it searches the brands Discovery already knows, so naming a competitor here is also picking one you can go and watch.

The last block deletes the brand, and it shows only when you have a second brand to land in: chats, creatives, products and personas go with it, and there is no undo.

Branding

General look is one sentence about how your ads should look, and the Colour palette under it is the rest of that answer: each colour can carry a role, so the renderer is not left guessing which one is the button.

Type character takes descriptions rather than font names: a render draws type, it does not embed a typeface. Buttons and edges covers button style, corner radius and logo placement, and Rules covers photography direction, composition preferences and forbidden visual styles.

Which ones change the picture

Five reach the engine that draws: the general look, the palette, the photography direction, the composition preferences and the forbidden styles. The type, the buttons, the corners and the logo placement reach the conversation rather than the drawing.

Persona

Press Add persona and type who they are; the persona is created when you save the name. Each holds three fields, Who they are, Angles and Objections, and the menu on a card renames, duplicates or deletes it.

The names and the descriptions travel with Nomi into every session. The angles are what it sets against the market when you ask what you are missing.

Who they are, and who they are not

A persona is one person, not a group. "Women 25 to 45" describes nobody, and an ad written at it reads like an ad. "The label reader who has already tried three brands and assumes this one is the cheap kind too" is somebody, and the test is whether the next sentence about them could be wrong.

Nomi drafts them rather than leaving you a blank page, and it draws them from what buyers wrote: your own pages, and reviews, forums and comment threads where people say what put them off. Each field carries the page it came from, so you can check any of it. Where it cannot establish something it leaves the field empty rather than filling it in.

This list is the brand. A product has its own

The personas here are who the business sells to, and they reach Nomi in every session. A product has an Audience tab of its own holding the smaller set of these people who buy that one thing, up to five of them, and each row there can say which of the brand personas it narrows. Nomi reaches for a product's audience when it is working on that product and for this list otherwise.

Every ad it makes is written at one of them and records which, because an ad addressed to all five reaches none of them.

A product persona that names the brand persona it narrows does not have to repeat what that person already is. Say only what is different about them here, and the rest is filled in from the brand row when Nomi reads it. Change the brand row later and every product persona narrowing it changes too, except in the fields they answered for themselves.