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 and the words you never want to see. Every time Mavic creates content for you, it reads your Brand DNA first.
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 part has its own article that goes deeper.
How to find it
Click Brand DNA in the left navigation. You land on your Brand Book, a single page with everything Mavic knows about your brand. The menu on the left of the page jumps to each section.
What's inside Brand DNA
Brand Book, one scrolling page with seven sections:
Section | What it is | Why it matters |
|---|---|---|
Overview | Your company overview: name, description, category, customers, home market and website | The baseline Mavic starts from. Does it read like you? |
Positioning | Your tagline and positioning statement | Stops outputs from sounding like everyone else's |
Personality | Your brand archetype and brand traits | Shapes the tone of every word Mavic writes |
Visual Identity | Logos, colors, fonts and visual guidelines | Used whenever Mavic designs images, posts and templates |
Writing Style | Tone, structure and formatting rules | The single biggest lever on copy quality |
Content Themes | The subjects your posts rotate through | Keeps your feed coherent over time |
Ban List | Words and phrases to avoid | Filters out AI clichés, other brands' names and off-brand language |
The rest of Brand DNA has its own pages in the same menu:
Page | What it is | Why it matters |
|---|---|---|
Products and services | Your catalog | Grounds product content in real details |
Customer profiles | Your audience segments | Lets Mavic write to a specific person, not "everyone" |
Templates | Reusable design layouts | Keeps image posts consistent |
Sub-brands | The sub-brands you manage (master brands only) | Share your Brand DNA with franchisees and sub-brands |
How much of this do I need to fill in?
Start small and build over time. If you went through onboarding, Mavic has already filled in parts of it, including customer profiles and products it found. Review those first, then work through this order:
- Overview: check the description and set your Home market in Brand Information. (5 minutes)
- Visual Identity: logo and two colors. (5 minutes)
- Personality: an archetype and three or four traits. (5 minutes)
- One customer profile. (10 minutes)
- One writing style for your main channel. (15 minutes)
- Positioning: a tagline and one statement. (10 minutes)
- Content Themes: two or three subjects. (10 minutes)
- Products and services: paste your shop's web address and import. (5 minutes)
- Ban List: start with 5–10 words. (5 minutes)
- Templates: build one. (20 minutes)
That's under two hours in total. You can do it across a few coffee breaks.
To fill in a section, use its Add button, the + in an empty tile, or the pencil on a tile. You can also ask Mavic in chat to draft any of it, then paste in the parts you like.
Your home market
Open Overview, click the pencil on Brand Information and choose your Home market from the list of countries, or type a city if you work locally. This tells Mavic where your brand is based.
Importing your products
You don't need to type your catalog. In Products and services, click Import, paste your shop's web address and click Import URL. Mavic reads Shopify, WooCommerce, Magento, PrestaShop, Squarespace and Wix shops, and you can upload a PDF catalog too. See Products & Services.
How Mavic uses Brand DNA
Every time you ask Mavic for something, it reads your Brand DNA as it plans the work. You don't need to remind it. There are two ways to be more deliberate:
- @-mention saved data in chat. Type @ and pick a customer profile, product, writing style or other saved item. Mavic uses that one. See Using @ to reference your saved brand data.
- Choose data in a workflow. Many workflows under Workflows let you pick which customer profile, writing style or product to use.
If you don't choose, Mavic uses sensible defaults from your Brand DNA.
A simple test: is Brand DNA working?
After you've set up the basics:
- Open a new chat with + Start creating.
- Ask: "Write three Instagram captions for our most popular product."
- Mavic plans the work, shows you the plan and asks before it makes anything. Approve it, then read the captions.
If they sound like your brand, mention real customer types and reflect your products, Brand DNA is working.
If they sound generic, go back and add more detail to Writing Style, Personality and Customer profiles. Those three make the biggest difference.
Related articles
- Visual Identity: logo, colors, fonts
- Brand Personality
- Writing Style
- Customer Profiles
- Products & Services
- Using @ to reference your saved brand data
Updated: November 2026
Updated on: 01/11/2026
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