Brand DNA Overview

Brand DNA: the complete guide

Brand DNA is the most important page in Mavic. It's where you teach Mavic everything it needs to know about your brand — your voice, your visuals, your audience, your products, your competitors, the words you ban. Every time Mavic creates content for you, it pulls from Brand DNA.

A blank Brand DNA produces generic AI content. A rich Brand DNA produces content that feels written by someone who actually works at your company.

This guide gives you the lay of the land. Each section below has its own dedicated article that goes deeper.

How to find it

Click Brand DNA in the side navigation. You'll land on the Brand Overview page, which is a high-level summary of everything Mavic currently knows about your brand. Use the tabs along the top or sub-pages to drill into each part.

What's inside Brand DNA

Section	What it is	Why it matters
Brand Overview	Auto-generated summary of your brand	Sanity check — does this read like you?
Brand Kit	Logo, colors, fonts	Used when Mavic generates images and templates
Templates	Reusable design layouts	Speeds up image-based posts; keeps visuals consistent
Brand Personality	The character of your brand	Shapes the tone of every word Mavic writes
Brand Positioning	Your market position & value proposition	Stops outputs from sounding like everyone else's
Writing Style	Tone, structure, formatting rules	The single biggest lever on copy quality
Content Theme	Recurring subjects & messaging pillars	Keeps your social feed coherent over time
Ban List	Words, phrases, or topics to avoid	Filters out competitor names, AI-clichés, off-brand language
Customer Profiles	Audience segments	Lets Mavic write to a specific person, not "everyone"
Products & Services	Your catalog	Grounds all product content in real specs and benefits
Competitors	Brands you benchmark against	Powers the Brand Report and competitive insights

How much of this do I need to fill in?

Start small, build over time. Here's a sensible order for a small business owner:

Brand Kit — logo + 2 colors. (5 minutes)
Brand Personality — generate, then edit. (5 minutes)
One Customer Profile. (10 minutes)
One Writing Style for your main channel. (15 minutes)
Brand Positioning — generate, then edit. (10 minutes)
Content Theme — pick one big subject area. (10 minutes)
Products & Services — upload a few. (15 minutes)
Ban List — start with 5–10 words. (5 minutes)
Templates — build one and copy it. (20 minutes)
Competitors — add 2–3. (10 minutes)

That's about two hours, total. You can do it across a few coffee breaks.

How Mavic uses Brand DNA

Every time you ask Mavic to generate something, it consults Brand DNA in the background. You don't need to remind it. But there are two ways to be more deliberate:

@-mention specific data in chat. Type @ and select a Customer profile, Product, Writing style, or other saved item. Mavic will use that one for the next generation. See Using @ to reference brand data.
Choose data inside a workflow. Most workflows have dropdowns to pick which Customer profile, Writing style, or Product to use.

If you don't @-tag or choose, Mavic uses sensible defaults from your Brand DNA.

A simple test: did Brand DNA work?

After you've set up the basics, run this test:

Open a fresh chat.
Ask: "Write three Instagram captions for our most popular product."
Read them.

If the captions sound like your brand, mention real customer types, and reflect your products — Brand DNA is working.

If they sound generic, head back to Brand DNA and add more detail to Writing Style, Brand Personality, and Customer Profiles. Those three are the highest-leverage sections.

Updated: May 2026

Updated on: 07/05/2026

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