Brand Info
The fields that describe your product, competitors, and keywords, and how each one is used.
Brand info is everything about your product except the ICP (which has its own page). Each field feeds a different part of the pipeline.
Description
A plain explanation of what your product does and the problem it solves. Two or three sentences is enough.
This is used to judge whether a person is a real fit and to write openers that sound like they came from someone who understands the product. Avoid marketing language. Write it the way you would explain it to a peer.
Good: "We replace manual SDR research. Our agents find B2B buyers showing intent and draft the first message, so a one-person sales team works like five."
Too vague: "We are an AI-powered growth platform that helps companies scale."
Competitors
Companies whose audience overlaps with yours. Used two ways:
- The competitor engagement strategy looks for people interacting with their content.
- People who work at a competitor are filtered out automatically so they never reach your leads.
List the companies a prospect would realistically be comparing you to, not every company in the category. Five focused competitors beat twenty loose ones.
Keywords
Phrases your buyers use when they have the problem you solve. Used by the LinkedIn and X keyword strategies to find people posting about that problem.
Think about how a buyer talks, not how you market.
Good: "alternatives to [tool]", "switching from [tool]", "best tool for outbound", "SDR can't keep up"
Weak: your own brand name, broad category words like "sales" or "marketing", anything that matches mostly vendors and not buyers.
You can keep separate keyword sets for LinkedIn and X if buyers phrase things differently on each. If you only set one, it is used for both.
Value props and offer
Why you win, and what you want a prospect to do next. Used to write the opener so it leads with something relevant instead of a generic pitch.
Keep value props concrete and few. "Cuts SDR research time by 80 percent" is usable. "Best-in-class platform" is not.
Voice
Optional. A short note on tone, or a sample message that sounds like you. Openers are drafted to match it. If you leave it blank, openers default to a direct, professional tone.