Building Your Brand

Building your brand’s Knowledge Store in Quotient

Before Quotient can create great content for you, it needs to understand your brand.

In order to write quality content, come up with good campaign ideas, or give sound strategic advice, Quotient first needs to understand your brand.

It needs to know about…

• Your product
• Your target customers
• Your competition
• Your unique value proposition
• Your brand’s voice and style
• Your brand’s visual identity and design language
• Your business’s leaders and prominent figures
• Your website

This isn’t so different from a human marketing agency. To do good work, an agency needs to spend time learning all these aspects of the brand. The same goes for Quotient!

Getting Started with Your Brand

Building your brand identity is typically the very first thing you’ll do in Quotient. Ask Quotient to help you hone your brand’s identity and marketing strategy. Whenever you want to update or enhance your brand’s positioning, just ask.

The main way that Quotient curates brand information is through the Knowledge Store.

Knowledge Store

The Knowledge Store is a set of text documents that provide crucial information about your brand. These documents are automatically included into Quotient’s context. This means that Quotient will take this information into account when writing content, proposing campaign ideas, and more.

A well-built Knowledge Store leads to more relevant, on-brand content and better strategic recommendations.

The Knowledge Store is also helpful for getting humans on the same page. Think of the Knowledge Store as a wiki for your brand - the one stop for all information about branding, positioning, and marketing strategy.

Common Knowledge Docs

Here are some examples of common Knowledge Documents that most businesses should have:

• Ideal Customer Profile (ICP): Defines your target customers - their demographics, pain points, decision-making process, and what drives them to choose your solution. Helps Quotient create more targeted, relevant content.
• Competitors and Battle Cards: Detailed profiles of your main competitors including their positioning, pricing, strengths/weaknesses, and key differentiators. Enables Quotient to highlight your unique advantages and avoid generic claims.
• Product Overview: Core functionality, key features, integrations, and what makes your product different from alternatives. Ensures Quotient accurately represents your capabilities and use cases.
• Value Proposition: Your main benefits and supporting pillars - the core reasons customers choose you. Provides Quotient with consistent messaging frameworks across all content.
• Brand Voice and Style Guide: Your brand personality, tone, writing preferences, and communication style. Includes examples of on-brand vs off-brand copy to help Quotient maintain consistency.
• Customer Success Stories: Detailed case studies, testimonials, and key metrics you can reference. Gives Quotient concrete proof points and social validation to include in marketing content.
• Messaging Framework: Your tested headlines, taglines, content themes, and words/phrases to avoid. Ensures Quotient uses language that resonates with your audience.

Building Your Knowledge Store

Building a robust Knowledge Store is not a one time activity - it’s an ongoing process that evolves alongside your business. It’s important to keep your Knowledge Store up-to-date as you make changes to your company, product, positioning, and marketing strategy.

Here are some ways you can add documents to the Knowledge Store:

1. Upload documents: If you have PDFs or Word documents about your brand, you can upload them directly to chat and ask Quotient to synthesize them. (Copy and paste also works fine here too.)
2. Share your website: Tell Quotient which URL(s) to look at, and it will visit your website, read about your product and company, and use this information to bootstrap your Knowledge Store. (Note that Quotient can only access public URLs.)
3. Ask Quotient to interview you: Ask Quotient to conduct an interview about your brand. This can help get information that’s locked in your head down on paper, and it can also challenge you to answer questions about your brand strategy that you haven’t thought much about yet.
4. Ask Quotient to conduct research: Tell Quotient to search the web and conduct research on your behalf. One common use case for this is researching competitors and putting together “battlecards” on each of them, assessing your product’s strengths and weaknesses relative to competitors.

Other Brand Data

In addition to the Knowledge Store, Quotient also manages structured brand data on the Brand page such as…

• Company logo
• Website URL
• Color palette
• Social media links
• Address

This information is used when putting together marketing content. For example, Quotient needs to understand your brand’s color palette in order to ensure that emails are on-brand.