Set up your brand, personas, pillars, and markets

Your posts and angles build on your brand, personas, pillars, and markets, so set these up first. Each has its own page in the sidebar under Strategy: Brand, Personas, Pillars, and Markets.

Many fields are lists that take one entry per row. Select Add plus the field name (for example, Add Tone) for another row, and the × next to a row to remove it.

Create personas and pillars before you create Angles, because angles build on them. Targets, the last page in the group, has its own guide.

Brand

Brand holds the facts and voice your posts should follow, plus your visual identity. The page has two groups, Brand and voice and Visual identity, and each one is saved and confirmed on its own.

1. Open Strategy > Brand.
2. In Brand and voice, fill in:
   • Positioning, Differentiators, and Doctrine.
   • Under Voice: Tone, Principles, Do, Don't, Example posts, Hashtags, and CTA defaults.
   • Under Company facts: Company name, Website, Headquarters, Product range summary, Factory locations, and Languages.
3. Select Save and confirm at the bottom of the group. The page shows "Saved and confirmed."
4. In Visual identity, set the Logo, Favicon URL, Colors, Heading font, and Body font.
5. Select Save and confirm at the bottom of that group.

To set the logo, select Choose logo, pick one image or upload one, and select Done. To clear it, select the × next to the logo. Either way, select Save and confirm for Visual identity to keep the change.

Confirmed or not confirmed

Saving a group is how you confirm a person has reviewed its values. Under each group's name, the page shows "Confirmed" with the date and time of the last save, or "Not confirmed" if nobody has saved that group yet.

Saving one group doesn't touch the other. Saving Brand and voice leaves Visual identity and its confirmation as they were, and the other way around.

Personas

A persona is an audience your content is built to help and persuade.

1. Open Strategy > Personas.
2. Select Add persona.
3. Fill in:
   • Name: what you call this audience.
   • Slug: a short, unique label for the persona.
   • What they want: the outcome this audience is after.
   • What convinces them: one entry per row.
   • Objections: one entry per row.
4. Leave Active checked unless you're adding it for later.
5. Select Save persona. The page shows "Persona saved."

To change a persona, select Edit on its row, update the fields, and select Save persona again.

Pillars

A pillar is a theme your content returns to, with the formats that make it useful.

1. Open Strategy > Pillars.
2. Select Add pillar.
3. Fill in:
   • Name: the theme.
   • Slug: a short, unique label for the pillar. It's fixed after you save.
   • Formats: the kinds of posts that suit this theme, one per row.
   • Notes: anything else the team should know.
4. Leave Active checked unless you're adding it for later.
5. Select Save pillar. The page shows "Pillar saved."

To change a pillar, select Edit on its row, update the fields, and select Save pillar again.

Each pillar's row shows its slug and formats, or "No formats yet".

A pillar's slug is fixed

After you save a pillar, Edit pillar shows the slug as text instead of a field. The app explains why: "Set when the pillar was created. Tracking links already built from it carry this slug as their campaign, so changing it would split this pillar's reporting in two."

Pick the slug with care when you create the pillar.

Markets

A market is a place you prioritize, with the local time zone it uses.

1. Open Strategy > Markets.
2. Select Add market.
3. Fill in:
   • Name: what you call the market. Each market needs its own name.
   • Country: where it is.
   • Time zone: the market's local time zone, such as Europe/Berlin.
   • Priority: a whole number. The list shows lower numbers first.
4. Leave Active checked unless you're adding it for later.
5. Select Save market. The page shows "Market saved."

To change a market, select Edit on its row, update the fields, and select Save market again.

Each market's row reads like "Germany · Europe/Berlin · Priority 1".

Deactivate or delete

Personas, pillars, and markets work the same way when you're done with one.

• Deactivate keeps the item but marks it Inactive. Inactive items move to the bottom of the list. Select Reactivate to bring one back.
• Delete removes it for good. Mark asks you to confirm first, because it can't be undone.

Mark refuses to delete an item while something still uses it, and tells you to deactivate it instead:

• A persona or pillar can't be deleted while posts or angles still use it.
• A market can't be deleted while posts or answer-engine checks still use it.

When you see "Can't delete this persona because posts or angles still use it. Deactivate it instead." (or the same message for a pillar or market), select Cancel and use Deactivate.