How Averi Uses Brand Core

Your Brand Core isn't a static profile — it's actively read by Averi every time it builds strategy, generates outlines, or writes drafts. Here's exactly where that context shows up and how it shapes what you get back.

Strategy Map

When Averi builds your Strategy Map, it uses your Brand Core to make sure the entire strategy reflects your business — not generic industry themes.

Content Pillars are generated based on your ICPs' pain points and your strategic objectives. This is why detailed ICPs lead to more relevant pillars — Averi is using your audience's challenges to decide what themes your brand should own.
Focus Areas narrow each pillar into specific angles, shaped by the positioning and context Averi pulls from your organization profile.
Research & Topics bring in market signals — keyword data, competitor landscape, content gaps — and filter them through your brand context. When a focus area is linked to a specific ICP, Averi uses that audience profile to prioritize topics that match who you're actually trying to reach.

Your competitors also play a role here. Averi uses your competitor list to identify content gaps and differentiation opportunities, so your strategy targets areas where you can stand out rather than echo what's already out there.

Outline Generation

When you generate outlines, Averi pulls specific Brand Core fields into the generation process:

About the Company gives the AI context on what your business does, so outlines are framed around your actual positioning.
Brand Voice shapes the angle and tone of each outline — a brand that's "bold and opinionated" gets different outline structures than one that's "educational and approachable."
ICP data (when linked) tells Averi who the content is for. The outline's angle, depth, and focus shift based on your audience's pain points, goals, and level of expertise.

This is why a well-filled Brand Core means your outlines feel strategic from the start — they're already aligned with your business, your voice, and your audience before you even review them.

You can also add guidance to individual outlines before generating a draft. This works alongside your Brand Core — use it for piece-specific direction.

Draft Generation

Every time you click Generate draft, Averi reads your Brand Core again and applies it directly to the writing process:

Brand Voice and Brand Negatives are the primary drivers here — they control tone, word choices, sentence style, and overall feel. Drafts from a strong Brand Voice section tend to need less editing.
About the Company keeps the content grounded in your positioning. Averi weaves in your perspective naturally rather than writing generic industry takes.

Combined with the outline (which already carries your ICP and strategic context from the Strategy Map), the draft reflects your full Brand Core without you having to re-explain anything.

What This Means in Practice

The more complete your Brand Core, the less work you do downstream:

Thin Brand Core → generic pillars, broad outlines, drafts that sound like any company in your space.
Detailed Brand Core → strategy that targets real opportunities for your audience, outlines with sharp angles, and drafts that sound like your team wrote them.

The biggest levers are Brand Voice (it touches every draft), ICPs (they shape strategy and outline angles), and Company Details (they keep your positioning consistent across everything Averi creates).

For guidance on filling out each section, see What is Brand Core?. To make updates as your business evolves, see Updating Brand Core.

Need Help?

Reach out to us at [email protected] - you'll always get a human to talk through solutions with.