Your brand context: voice, ICP & USP - what the AI writes from

Every post Steeren writes for you starts from one thing: your brand context. It's a small, editable knowledge base that holds who you are, who you sell to, what makes you different, and how you sound. The writer reads it before it drafts a single word - so if your context is sharp, your content sounds like you and speaks to the right reader. If it's thin or wrong, the output drifts toward generic AI text.

This is the single biggest lever you have on quality. This guide explains what's in your brand context, why each piece matters, and how to set it up and keep improving it.

What's in your brand context

Your brand context is a set of short, plain-language documents - think of them as wiki pages you can read and edit. Each one answers a specific question the writer needs answered before it can sound like you.

You'll also get a couple of channel-specific pieces seeded for you: a social voice (a shorter, punchier version of your writing style, tuned for posts like LinkedIn) and a visual style (the mood, colours, and typography used when Steeren generates graphics, seeded from your brand colours).

[!NOTE] The two documents that move the needle most are ICP and USP. They tell the writer who it's writing for and why anyone should care - the two things generic AI gets wrong by default. If you only edit two pages, edit these.

Why this beats generic AI writing

Ask a raw AI tool to "write a blog post about X" and you get competent, forgettable copy: right grammar, wrong reader, no point of view. It doesn't know your audience, your edge, or your voice, so it averages everything toward the middle.

Steeren writes from your brand context instead. Every post is grounded in your profile, your ICP, your USP, and your writing style - so it argues from your actual differentiators, talks to the customer you actually sell to, and uses the words you actually use. That's the difference between content that could be anyone's and content that's unmistakably yours.

How your brand context gets created

You don't build this from a blank page. When you onboard, Steeren reads your own website and drafts the whole set for you - profile, industry, products, ICP, USP, writing style, plus the social voice and visual style. It also suggests a few likely competitors for you to confirm.

To kick it off, point Steeren at your company URL and let it run; it works in the background and you can watch its progress. Within a few minutes you'll have a usable first draft of your brand context, pulled straight from your public marketing copy.

[!NOTE] Onboarding learns only from what your website says. If a page is missing or your site undersells something, that gap shows up in your context too - which is exactly what the next section is for.

Treat it as a starting point - then make it yours

Onboarding gives you a solid first pass, but it can't know what your website doesn't say: the positioning you keep internal, the segment you're quietly pivoting toward, the phrases your founder refuses to use. So the most valuable thing you can do is read the generated documents and edit them.

A few high-leverage edits:

• Tighten your ICP. If posts keep addressing the wrong reader, your ICP document is the first place to fix it.
• Sharpen your USP. If content feels interchangeable with a competitor's, make your differentiators more concrete and specific here.
• Correct the voice. If the tone is off - too stiff, too breezy, using words you'd never use - edit your writing-style document and list the words to avoid.

You can also add documents Steeren didn't generate: paste in a key web page, drop in internal positioning notes, or write up anything you want the writer to know. Everything is plain text, so there's nothing to learn.

[!TIP] You don't need to retrain or "republish" anything. Edit a document, and the next post Steeren generates reads the updated version. Fixing context and regenerating is the normal loop - do it often, especially early on.

How the writer uses your context

When Steeren drafts a post, your company profile, industry, products, ICP, USP, and writing style are always in front of it - that's the baseline grounding on every single post. On top of that, the writer looks through the rest of your context for anything relevant to the specific topic, so a post about a niche subject can pull in the right details without you pinning them manually.

You can also shape the voice per post and per campaign:

• Per-post author voice. If you assign an author to a post, the writer adopts that author's name, role, and personal writing style on top of your company voice - so two posts in the same workspace can read in two distinct voices.
• Per-campaign focus. A campaign lets you nudge a group of posts toward a launch, a season, or a specific sub-audience - adding focus and a tone shift, and pinning a few extra documents - without rewriting your company-level context. The campaign augments your brand context; it doesn't replace it.

[!TIP] If generated posts get the audience or the value proposition wrong, fix your ICP and USP first - they're in front of the writer on every post. If the tone is off, fix your writing-style document, or give the post an author with their own voice.

For more on getting the most out of a draft, see our guides on writing posts and building a post from scratch.

Quick answers

Where do I edit all this? In your workspace's context section - every document is plain text you can read and edit directly.

Can I delete the profile, ICP, or USP documents? No - these are the core documents the writer depends on, so they can't be deleted. You can edit their contents freely, which is what you'll want to do anyway.

Do I need to do anything special after editing? No. Save your change and the next post reads the updated version. There's no separate "publish" step for your context.

The writer is ignoring something I added - why? Check three things. First, is it captured in one of the core documents (profile, ICP, USP, writing style)? Those are always in front of the writer; other notes are pulled in by relevance, so make the wording clear and on-topic. Second, if it's meant to be an author's voice, confirm the post has that author assigned. Third, if it's campaign-specific, confirm the post is part of that campaign.

Better context, better content. That's the whole idea. The few minutes you spend sharpening your ICP, USP, and voice pay off on every post Steeren writes after.