Use this when
blog brand, create brand context, brand voice doc, establish editorial brand, brand guidelines for blog.
Process
Interview the user once, and store the result so every future strategy, brief, calendar, write, and rewrite job can start from the same context instead of re-deriving it.
Audience: primary and (optional) secondary audience role, reader expertise level, 3-5 active problems the reader is trying to solve, and common misconceptions worth correcting.
Positioning: official entity name, homepage URL, logo, official social/profile links, one-sentence mission, the brand's distinctive (even contrarian) point of view, explicit anti-positioning ("what we are NOT"), and the top 3 competitors each with a one-line differentiator.
Editorial rules: 3-7 always-do rules (e.g. "cite primary sources only"), 3-7 never-do rules (e.g. "no clickbait titles"), taboo phrases specific to this brand, and any required disclosures (affiliate, AI-content, conflict-of-interest).
Topic boundaries: what's fully in scope (core pillars), partially in scope (adjacent, only with an original angle), and explicitly out of scope.
Voice: pronoun stance (first/second/third-person or mixed), contraction policy, a hard sentence-length ceiling, a paragraph-length ceiling (default 150 words), headline patterns to favor and to avoid, and the summary-box label. Pre-fill these from an existing writing-persona profile when one exists; this file mirrors the persona's tone fingerprint in prose rather than duplicating it as the source of truth.
Write two files at the project root: BRAND.md (audience, positioning, editorial rules, topic scope) and VOICE.md (pronoun stance, lexical rules, headline patterns, voice fingerprint, readability target). When present, every writing and planning playbook should treat them as auto-loaded context. When absent, behavior is unchanged; these are opt-in, never something to demand before writing.
To update, re-run the interview with current values as defaults and let the user accept or change each one, then overwrite both files.