Brand profile

The six parts of a brand profile

The profile has six parts (hubs), each answering one question:

1. Identity — Who are you? Origins, capabilities, the people behind the brand, core keywords and what the brand is not.
2. Purpose — Why do you exist? Mission, vision, beliefs and what the brand means to its community.
3. Offer — What do you offer? Products, services and the value customers get: practical, emotional, symbolic and cultural.
4. Audience — Whom do you serve? Customers, needs and situations of use.
5. Advantage — Why do they choose you? Differentiation, positioning, competitors and the market gap.
6. Expression — How do you show up? Voice, personality, color, type, imagery and touchpoints.

Open Brand profile, select a section and open its fields to read values and sources. You do not have to fill every field before asking questions, but distinguish available data from unconfirmed information.

Products and services

In the Offer section, the Products and services field lists one product, service or product line per line, written as "Name — short description", for example "Fermentation workshop — brew your own and take the know-how home". If a price is known, add it at the end of the line after one more "—", for example "Fermentation workshop — brew your own — 450,000 VND" or a range "80,000-125,000 VND", or a few short phrases on how you price it (tiers, offers, surcharges, conditions), for example "— single ticket 800,000 VND, bundle 1,300,000 VND"; leave it out when there is none. naoria never fills in prices from documents; prices are entered by you. Typing two hyphens -- and leaving the field turns them into "—". Group items of the same kind into one line instead of listing every item. Value and promise live in the brand-wide fields, not separately for each line.

When AI updates this field (through Brand Agent, MCP, or the Điền bằng AI menu → Trích từ tài liệu… / Đề xuất), it only adds or edits the lines it sends: a line with the same name is edited in place, a new name is added at the end, and lines it does not mention stay as they are. The preview in Brand Agent and in Trích từ tài liệu and Đề xuất shows the list as it will be after you apply. To remove a line, edit the field yourself or tell Brand Agent exactly which line to delete.

The name is the part before the "—" dash. A name with a short hyphen, such as "Photo package - Family", is still one full name and is not confused with "Photo package - Solo".

Child brands

A brand can have child brands: a product line, a branch or a label from the same house. Each child brand has its own document that records only what differs from the parent brand. For a section left empty, the relationship type decides whether AI uses the parent brand's version. Open Child brands to create, edit or hide a child brand and to see what AI will read: what it takes from the parent brand, and the undeclared fields, which AI does not take from the parent. Owners, admins and editors can edit; viewers can only read.

In Brand Agent, ask about or request writing for a child brand by name and AI reads that child brand's version. When you want to create or edit one, Brand Agent shows a preview card for you to confirm. For external AI over MCP, naoria_get_child_brands lists child brands and naoria_get_child_brand reads one; both work with read-only access. naoria_propose_child_brand creates or edits in two steps: a preview, then the write once you clearly agree. Read Connect your AI for how confirmation works.

Promote to a separate brand. When a child brand needs its own profile and team, an owner or admin opens its ⋯ menu and chooses "Promote to a separate brand". The promote page has two steps: name the new brand and pick its industry (defaults: the child brand's name and the parent brand's industry), then choose which of the parent brand's profile fields to bring over; fields are preselected based on the child brand's relation type. Sections the child brand has already written are not copied from the parent but read from its own text, and boundaries are always merged. In the same step you choose what else to bring along: audience segments, brand identity (each color palette with its logos, standalone logos, and the remaining colors and fonts in the Brand Kit), channels and locations. Audience segments are preselected when the child brand's relation is “Cùng một nhà” (same house); a palette named after the child brand is preselected, otherwise the main palette (except for “Được bảo trợ”, endorsed); the remaining colors and fonts (usually the shared fonts) are preselected except for endorsed; channels and locations start unticked. Copied fields and audience segments wait for you to review them again. If a logo or font file cannot be copied, the promote page tells you how many so you can add them again in the new brand's Brand Kit. The child brand's document is saved as a document in the new brand's Data library and read to suggest values for the fields; you review those suggestions on each field of the new brand's Brand profile (the Có đề xuất (Has proposals) button), and the credits for reading it are charged to the new brand's owner. The person who promotes becomes the new brand's owner and the new brand counts toward their account's brand limit; if they are not the parent brand's owner, the parent brand's owner is added as an admin of the new brand. Moodboard images, other documents and other members of the parent brand do not come along; invite members again from the new brand's settings. The child brand stays in the parent brand as read-only, and the parent brand's AI no longer reads it. Promoting is done on the web only, not through Brand Agent or MCP. For 7 days after promoting, the new brand's owner, who must also be an owner or admin of the parent brand, can undo it (if the new brand has already been deleted, an owner or admin of the parent brand can restore the child at any time, with no 7-day limit): the "Hoàn tác" (Undo) button in the child brand's detail on the parent brand's Child brands page, or in Cài đặt › Thông tin thương hiệu (Settings › Brand information) of the new brand; type the new brand's name to confirm. Undoing deletes the new brand the same way deleting a brand does, together with everything done in it since the split (fields edited or approved, documents, members, its own child brands), and credits used there are not refunded; the child brand returns to the parent brand with its text as it was at the time of the split, and the parent brand's AI reads it again. If the new brand had already been deleted, the button becomes "Trả <child> về <parent>" (Return <child> to <parent>) and only brings the child brand back; then only an owner or admin of the parent brand is needed.

Voice, messaging and visual identity

Voice describes how the brand speaks; messaging describes what it communicates; identity describes how it appears. All three should serve the same identity. An adjective such as “youthful” does not determine every piece of content or design.

Compare these fields with real examples: an approved post, a product message or a guideline page. Specify wording and things to avoid instead of adding generic adjectives.

For colors, fonts and visual assets, open Brand Kit to review extracted data. The strategic profile and visual tokens complement one another; colors alone do not define the brand.

Sources and confidence

Information is useful when you understand where it came from. Read the citation, open the related document and check whether the original passage supports the conclusion. Sources may include documents, websites, interviews or information you confirmed.

Confidence helps prioritize review; it does not certify that information is always correct. Outdated sources, missing context and conflicting documents still need human judgment.

In Naoria, answer citations are checked against real source entries; unmatched references are removed. External AI clients control their own presentation of MCP evidence. Ask for exact source quotations and compare them in Naoria when needed.

Review proposals, gaps and conflicts

A gap means data is missing. A conflict means information does not agree. Choosing the most polished sentence does not resolve either.

1. Open the affected field and read the related sources.
2. Determine whether it is an extraction error, a version difference or a real brand change.
3. A brand owner or admin updates the value and reason, or clicks the Có đề xuất (Has proposals) button on that field to open the review dialog for pending proposals.
4. The review dialog shows the current value on the left and the proposed value on the right, with changed words highlighted. Check the evidence too before accepting or rejecting. A field with several proposals shows them one at a time.

An old proposal may expire if someone has changed the field. Read its new state before creating another proposal. Only a brand owner or admin can approve a proposal, including through MCP; asking AI to proceed does not change your permissions.

Update your profile as your brand changes

Update the parts that actually changed, such as customers, products or voice. Add supporting documents and a reason so the next person understands the change.

Each field has history for reviewing changes and reapplying an earlier value when appropriate. This tracks profile information, rather than every version of every source file. Check related fields when restoring a value to avoid new conflicts.

After updating, repeat a question or task that used that information. Ask external AI to read the profile again in a new work session; old answers in a conversation do not rewrite themselves.