Create your brand and complete the Genome
What Brand OS asks for when you set up a brand and how to build a Genome that is actually useful.
On this page
Setting up the brand
When you sign up, your first brand is created for you and “Set up your brand” opens. You give its name, its website if it has one, its language, its location and a description. Nödo can read your website to propose a first draft of the identity that you then review.
If you don't have a name yet
Choose “I don't have a name yet”. The brand uses a code name (for example “Unnamed · W3T21P”) while we work on the name with you, and the setup skips the website, logo, colours and typography: they come with the name. As soon as you name it, in the setup or in Settings, those steps come back on their own.
If you create a brand by mistake
A new brand only counts as created once you complete its profile. If you close “Set up your brand” without typing anything, the brand disappears and you go back to the one you had open. If you had already started, it stays unfinished so you can pick it up from “Set up your brand” in the header, where you can also choose Discard brand. Your only brand is never discarded.
The description, with Nödo's help
- As you write, Nödo suggests sentences that add what is missing (what you offer, for whom, what makes you different). They are only added if you pick them.
- “Write it with Nödo” or “Improve with Nödo” gives you a proposal you can use, add below or discard; you can always undo.
- You can expand the field, dictate, or attach PDFs, documents, images and voice notes. They are saved in your Library and Nödo reads them for the research, the questions and the Genome.
What Nödo researches, and its questions
While you complete the profile, Nödo researches your brand, your sector and your area: your website and social profiles if you have them, your Google listing and its reviews, similar brands or organisations and what their audience values. If your brand is new or has no name yet, it researches the sector and your surroundings instead.
Then it asks you between 8 and 12 questions: what you offer, to whom, why people choose you, what makes you different, how you speak or who you are compared with. Each one comes with answers already written and one marked Suggested, with the reason (for example “Your website says so” or “It is usual in your sector in your area”). If it is right, just continue; if not, pick another or write your own in “Another answer”. Your answers and the research are what the Genome is written from.
What the Genome contains
- Positioning: what you do, for whom and why it matters.
- Audiences: who you talk to and what each one needs.
- Tone of voice: how the brand sounds, with examples of what fits and what does not.
- Creative territories: topics and angles the brand can own.
- Visual cues: logo, colours and typefaces, which also live in the Brand Kit.
How to complete it well
- Start with the positioning and one main audience; the rest can wait.
- Paste real texts: your website, decks, emails that sound like you.
- Review what Nödo proposes and correct it in your own words.
- Come back to the Genome whenever something important changes in the brand.
The Genome is not a document to read, it is context to work with. Everything you request later comes from here.
Updated on October 15, 2026