Glossary: words you'll see in Mavic

A quick reference for the terms that show up throughout Mavic and this help center. Bookmark this page — you can come back any time you hit a word you don't recognise.

Brand

A workspace dedicated to one business, product line, or personal brand. Each Brand has its own Brand DNA, planner, library, and connected social accounts. You can have multiple Brands in one team and switch between them from the top-left selector.

Brand DNA

The single source of truth Mavic uses when generating content for you. It's the section in the side nav that holds your Brand Kit (logo, colors, fonts), Templates, Brand Personality, Brand Positioning, Writing Style, Content Theme, Ban List, Customer Profiles, Products & Services, and Competitors. The richer your Brand DNA, the more on-brand every output will be.

Workflow

A guided form that turns your inputs into a polished prompt and runs it. Workflows live behind the workflow icon in the chat composer and cover content creation (e.g. Instagram post, blog), brand setup (e.g. generate writing style), ideation (e.g. social media plan), and image generation.

Prompt

The text instruction you send to Mavic in the chat. You can save a prompt to reuse later — your saved prompts are accessible from the bookmark icon in the chat composer.

@-mention (or "tag")

Type @ in the chat to open the Select data picker. Choose a saved item — Competitor, Customer profile, Idea, Image, Logo, Notes, Product, Prompt, Social channel, Social post, Template, or Writing style — and Mavic will use that exact piece of brand data for the next generation. This is the fastest way to make outputs perfectly on-brand.

Heads up: there are two different @ features in Mavic. The one in the chat (above) pulls in your saved data. There's also @ Mention inside the post editor on a LinkedIn post — that one tags an external company page so they get notified when you publish. See Tagging companies & people in posts.

Idea

A piece of content concept Mavic generates or that you save. Star ideas to keep them, then drag them into the Planner when you're ready to turn them into a post.

Asset

Anything you generate or upload — images, posts, documents (blogs, press releases, emails). Everything ends up in your Library.

Template

A reusable design layout (with your brand colors, fonts, and logo applied) that Mavic uses when creating image-based posts. Saved in Brand DNA → Templates.

Customer Profile

A description of one of your audience segments (demographics, goals, pain points). When you select a customer profile during content creation — or @-tag one in chat — Mavic tailors the output to speak to that person.

Writing Style

A documented tone, sentence structure, and formatting guide for one specific use (e.g. "LinkedIn thought leadership", "Instagram captions"). You can have several writing styles per brand and choose which one to apply.

Content Theme

A recurring subject area (e.g. "Founder behind the brand", "Sustainability stories"). Themes keep your social feed coherent month over month.

Ban List

Words, phrases, or topics Mavic should avoid in everything it writes for your brand. Useful for filtering out competitor names, AI-clichés, or anything that's off-brand.

Planner

The calendar view where ideas, drafts, scheduled posts, and published posts live. Drag and drop between dates, filter by channel or status, switch between week and month views.

Library

The home for every asset you've generated or uploaded. Three tabs: All Assets, Generated Images, Uploads.

Credit

The unit of measurement for AI usage. Most actions cost 1 credit; long documents and chat messages later in a long thread can cost more. Credits come from your subscription or one-time bundles and are consumed oldest-first.

Task

A scheduled, recurring instruction to Mavic (e.g. "every Monday at 9am, generate three Instagram post ideas about sustainability"). Created from chat, managed under Advanced.

Analyze

The section in Mavic where you measure performance. Two views: Socials (per-channel metrics, top posts, format mix) and Competitors (benchmarks against the brands you've added in Brand DNA). Found in the side navigation.

Model

The underlying AI engine Mavic uses to generate text, images, or video. Mavic gives you a choice of OpenAI, Anthropic, Google, ByteDance, and Alibaba models. Most users leave this on Auto — Mavic picks the best one for the task. See The chat: a complete guide for the full list.

Updated: May 2026

Updated on: 07/05/2026