Fields
Every Genome field, with type and description.
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Every Genome field, with type and description.
Updated on January 1, 1970
Every field of Genome 2.1, generated from the published schema. [] marks each item of a list.
| Field | Type | Always present | Description |
|---|---|---|---|
schemaVersion | 2 | Yes | Major version of the Genome format. Always 2 for this specification. |
revision | integer ≥ 1 | Yes | Revision of the document; grows by one with every saved change. |
generatedAt | string | No | When the strategy was generated. ISO 8601. |
metadata | object | No | Organisation profile: the facts about who is behind the brand. |
visualIdentity | object | No | Visual identity composed from the brand's Library: logos, colours, typefaces and manuals. Read-only in the Genome; it changes when the Library changes. |
provenance | object | No | Provenance of the composed parts. |
strategy | object | No | The brand strategy in fifteen sections, written in the brand's primary language. A section is absent until it has been generated. |
assertions | map | No | Genome 2.1: confirmation state of each core datum, keyed by its path (for example strategy.identity.essence). The values stay where they are; this index sits beside them. Treat only confirmed values as the brand's truth. |
| Field | Type | Always present | Description |
|---|---|---|---|
metadata.displayName | string | No | Name the brand goes by. |
metadata.legalName | string | No | Registered legal name; empty when unknown. |
metadata.organizationType | string (enum) | No | Kind of organisation behind the brand. One of company, sole_trader, personal_brand, nonprofit, public_institution, association, cooperative, collective, franchise, other, unknown. |
metadata.brandArchitectureRole | string (enum) | No | Role of the brand within its brand architecture. One of standalone, corporate, masterbrand, endorsed, sub_brand, product_brand, personal_brand, unknown. |
metadata.industry | object | No | Industry of the brand. |
metadata.industry.code | string (enum) | No | Industry code. One of agriculture, automotive, beauty_wellness, construction_real_estate, consulting_professional_services, creative_media, education, energy_utilities, entertainment_culture, fashion_apparel, finance_insurance, food_beverage, government_public_services, healthcare, hospitality_travel, manufacturing, nonprofit_social_impact, retail_ecommerce, sports_fitness, technology_software, telecommunications, transport_logistics, other. |
metadata.industry.label | string | No | Industry in the brand's own words, for example "Tapas bar". |
metadata.lifecycleStage | string (enum) | No | Stage of the brand's life. One of pre_launch, new, growing, established, reinventing, declining, unknown. |
metadata.customerModels | string (enum)[] | No | Who the brand sells to. One of b2b, b2c, b2b2c, b2g, d2c, c2c, marketplace, internal, other. |
metadata.revenueModels | string (enum)[] | No | How the brand makes money. One of professional_services, product_sales, ecommerce, saas, subscription, freemium, marketplace_fee, commission, licensing, franchise, advertising, membership, donation, hospitality, education, other. |
metadata.headquarters | object | No | Where the brand is based. |
metadata.headquarters.countryCode | string | No | ISO 3166-1 alpha-2 country code in upper case; empty when unknown. |
metadata.headquarters.region | string | No | Region, state or province. |
metadata.headquarters.city | string | No | City. |
metadata.operatingMarkets | string[] | No | Markets where the brand operates, as ISO 3166-1 alpha-2 country codes. |
metadata.organizationSize | object | No | Size of the organisation. |
metadata.organizationSize.band | string (enum) | No | Headcount band. One of solo, 2_9, 10_49, 50_249, 250_999, 1000_plus, unknown. |
metadata.organizationSize.exact | integer ≥ 0 | null | No | Exact headcount when known. |
metadata.organizationSize.asOf | string | No | Date the headcount refers to (ISO 8601); empty when unknown. |
metadata.foundedYear | integer | null | No | Year the brand was founded; null when unknown. |
metadata.primaryLanguage | string | No | BCP 47 language tag of the brand's main language, for example es. Strategy text is written in it. |
metadata.communicationLanguages | string[] | No | BCP 47 language tags the brand communicates in. |
metadata.website | string | No | Main website; empty when the brand has none. |
metadata.contactChannels | object[] | No | Public contact channels (web, social, email, phone, address), managed in the brand's contact settings. |
metadata.contactChannels[].id | string | No | Stable id of the channel. |
metadata.contactChannels[].type | string | No | Channel type, for example website, instagram, email, phone or address. |
metadata.contactChannels[].value | string | No | URL, handle, address or number. |
metadata.contactChannels[].label | string | null | No | Label shown next to the channel. |
metadata.contactChannels[].displayOrder | integer | No | Position in the brand's list of channels. |
metadata.contactChannels[].createdAt | string | No | When the channel was added. ISO 8601. |
metadata.contactChannels[].updatedAt | string | No | When the channel last changed. ISO 8601. |
metadata.contactChannels[].source | "connections" | No | Always connections: the brand's contact settings. |
metadata.serviceArea | string (enum) | No | Geographic reach of the brand's service. One of local, regional, national, international, global, digital_only, unknown. |
| Field | Type | Always present | Description |
|---|---|---|---|
visualIdentity.source | "library" | No | Always library: composed from the brand's Library. |
visualIdentity.composedAt | string | No | When this part was composed from the Library. ISO 8601. |
visualIdentity.primaryLogoAssetId | string | null | No | Library id of the primary logo. |
visualIdentity.logos | object[] | No | Approved logo files. |
visualIdentity.logos[].libraryAssetId | string | No | Library file id. |
visualIdentity.logos[].name | string | No | File name. |
visualIdentity.logos[].url | string | No | Delivery URL of the Library file; usually a path relative to the Nömad app origin (https://app.nomad.ooo). |
visualIdentity.logos[].primary | boolean | No | Whether it is the primary logo. |
visualIdentity.logos[].form | string | No | Logo form, for example wordmark, symbol or combination; unknown when not classified. |
visualIdentity.logos[].orientation | string | No | Orientation, for example horizontal or vertical; unknown when not classified. |
visualIdentity.logos[].theme | string | No | Background it is meant for, for example light or dark; unknown when not classified. |
visualIdentity.logos[].source | "library" | No | Always library: composed from the brand's Library. |
visualIdentity.logos[].confidence | number 0–1 | null | No | Confidence from 0 to 1 when it was detected automatically; null when unknown. |
visualIdentity.colors | object[] | No | Brand colours, in palette order. |
visualIdentity.colors[].id | string | No | Stable id of the colour. |
visualIdentity.colors[].name | string | No | Colour name. |
visualIdentity.colors[].role | string (enum) | No | Role of the colour in the palette. One of primary, secondary, accent, background, foreground, neutral, unspecified. |
visualIdentity.colors[].hex | string | No | sRGB hex, #RRGGBB (Nömad writes upper case). Pattern ^#[0-9A-Fa-f]{6}$. |
visualIdentity.colors[].rgb | object | No | sRGB channels. |
visualIdentity.colors[].rgb.r | integer 0–255 | No | Red, 0–255. |
visualIdentity.colors[].rgb.g | integer 0–255 | No | Green, 0–255. |
visualIdentity.colors[].rgb.b | integer 0–255 | No | Blue, 0–255. |
visualIdentity.colors[].hsl | object | No | HSL. |
visualIdentity.colors[].hsl.h | number | No | Hue in degrees. |
visualIdentity.colors[].hsl.s | number | No | Saturation in percent. |
visualIdentity.colors[].hsl.l | number | No | Lightness in percent. |
visualIdentity.colors[].oklch | object | No | OKLCH. |
visualIdentity.colors[].oklch.l | number | No | Lightness, 0–1. |
visualIdentity.colors[].oklch.c | number | No | Chroma. |
visualIdentity.colors[].oklch.h | number | No | Hue in degrees. |
visualIdentity.colors[].cmykApprox | object | No | Approximate CMYK in percent, for reference only; not a print specification. |
visualIdentity.colors[].cmykApprox.c | number | No | Cyan in percent. |
visualIdentity.colors[].cmykApprox.m | number | No | Magenta in percent. |
visualIdentity.colors[].cmykApprox.y | number | No | Yellow in percent. |
visualIdentity.colors[].cmykApprox.k | number | No | Black in percent. |
visualIdentity.colors[].cmykApprox.approximate | true | No | Always true: converted without a colour profile. |
visualIdentity.colors[].source | "library" | No | Always library: composed from the brand's Library. |
visualIdentity.colors[].confidence | number 0–1 | null | No | Confidence from 0 to 1 when it was detected automatically; null when unknown. |
visualIdentity.typography | object[] | No | Typefaces in the Library. |
visualIdentity.typography[].libraryAssetId | string | No | Library file id. |
visualIdentity.typography[].family | string | No | Font family. |
visualIdentity.typography[].role | string | No | Role, for example heading or body; unspecified when not set. |
visualIdentity.typography[].weights | string[] | No | Weights available, for example 400 or 700. |
visualIdentity.typography[].styles | string[] | No | Styles available, for example normal or italic. |
visualIdentity.typography[].provider | string | No | Where the font comes from, for example google or custom. |
visualIdentity.typography[].url | string | No | Delivery URL of the Library file; usually a path relative to the Nömad app origin (https://app.nomad.ooo). |
visualIdentity.typography[].source | "library" | No | Always library: composed from the brand's Library. |
visualIdentity.manuals | object[] | No | Brand manuals and guidelines. |
visualIdentity.manuals[].libraryAssetId | string | No | Library file id. |
visualIdentity.manuals[].name | string | No | File name. |
visualIdentity.manuals[].kind | string | No | Kind of manual, for example brand-guidelines. |
visualIdentity.manuals[].url | string | No | Delivery URL of the Library file; usually a path relative to the Nömad app origin (https://app.nomad.ooo). |
visualIdentity.manuals[].source | "library" | No | Always library: composed from the brand's Library. |
visualIdentity.observedStyle | object | No | Summary of what the Library holds. |
visualIdentity.observedStyle.logoForms | string[] | No | Distinct logo forms present. |
visualIdentity.observedStyle.colorRoles | string[] | No | Distinct colour roles present. |
visualIdentity.observedStyle.typographyRoles | string[] | No | Distinct typography roles present. |
visualIdentity.observedStyle.assetTypes | string[] | No | Kinds of Library assets present. |
Fifteen sections. Each one is absent until it is generated, and within each one any field may be absent.
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.executiveSummary | object | No | Executive summary: what the brand is, what it sells and why it is chosen. |
strategy.executiveSummary.shortDescription | string | No | Elevator pitch in one or two sentences (about 30 words): what the brand is and does. |
strategy.executiveSummary.longDescription | string | No | About-us description in four to six sentences: what it does, for whom, how and why it matters. |
strategy.executiveSummary.whatItSells | string | No | What the brand sells, in one plain sentence of 12–14 words. |
strategy.executiveSummary.whatMakesItDifferent | string | No | The main reason to choose this brand over the alternatives, specific and verifiable. |
strategy.executiveSummary.whatCharacterizesIt | string | No | The emotional and experiential essence: how dealing with the brand feels. |
strategy.executiveSummary.keyFacts | string[] | No | Hard facts with proven provenance (0–8). Each one equals the claim of an entry in factEvidence. |
strategy.executiveSummary.factEvidence | object[] | No | Provenance of every key fact. A source_verified entry carries at least one URL or domain; an owner_provided entry carries no URL. |
strategy.executiveSummary.factEvidence[].claim | string | No | Exact copy of the key fact it supports. |
strategy.executiveSummary.factEvidence[].status | string (enum) | No | owner_provided (stated by the brand) or source_verified (checked against an external source). |
strategy.executiveSummary.factEvidence[].sourceUrls | string[] | No | Source URLs (http or https). Empty when the brand itself provided the information. |
strategy.executiveSummary.factEvidence[].sourceDomains | string[] | No | Source domains for evidence without a stable URL, such as search-grounded results. |
strategy.executiveSummary.mainRisks | string[] | No | Specific threats to the brand (3–5). |
strategy.executiveSummary.mainOpportunities | string[] | No | Concrete, actionable opportunities (3–5). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.customerJourney | object | No | Customer journey, based on evidence about this brand. |
strategy.customerJourney.funnel | object[] | No | The real customer journey of this brand: one entry per stage, each stage once. |
strategy.customerJourney.funnel[].stage | string (enum) | No | Funnel stage. One of discovery, consideration, purchase, usage, advocacy. |
strategy.customerJourney.funnel[].touchpoints | string[] | No | Where the customer meets the brand at this stage (2–4). |
strategy.customerJourney.funnel[].actions | string[] | No | What the customer does at this stage (2–4). |
strategy.customerJourney.funnel[].frictions | string[] | No | Barriers the customer runs into at this stage (1–3). |
strategy.customerJourney.momentsOfTruth | object[] | No | Moments where the customer decides to continue or drop out (3–5). |
strategy.customerJourney.momentsOfTruth[].moment | string | No | The decisive moment. |
strategy.customerJourney.momentsOfTruth[].why | string | No | Why it is critical for the relationship. |
strategy.customerJourney.momentsOfTruth[].impact | string | No | Effect on purchase or loyalty when it goes well or badly. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.marketLandscape | object | No | Market and competitive landscape. |
strategy.marketLandscape.howPeopleBuy | string | No | How people buy in this category: triggers, decision cycle and key influencers. |
strategy.marketLandscape.categoryDynamics | string | No | Forces and trends changing the category, and why they matter. |
strategy.marketLandscape.competitors | object[] | No | Concrete competitors (0–5) provided by the brand or backed by evidence; never invented. |
strategy.marketLandscape.competitors[].name | string | No | Verified name of the competitor. |
strategy.marketLandscape.competitors[].proposition | string | No | What it offers or how it positions itself. |
strategy.marketLandscape.competitors[].strengths | string[] | No | Observable strengths; empty without evidence. |
strategy.marketLandscape.competitors[].weaknesses | string[] | No | Observable weaknesses; empty without evidence. |
strategy.marketLandscape.competitors[].evidenceStatus | string (enum) | No | Where the competitor and its analysis come from. One of owner_provided, source_verified. |
strategy.marketLandscape.competitors[].sourceUrls | string[] | No | Source URLs (http or https). Empty when the brand itself provided the information. |
strategy.marketLandscape.competitors[].sourceDomains | string[] | No | Source domains for evidence without a stable URL, such as search-grounded results. |
strategy.marketLandscape.whiteSpaces | object[] | No | Opportunities the competition is not exploiting (2–5). |
strategy.marketLandscape.whiteSpaces[].opportunity | string | No | The market opportunity, stated so it can be acted on. |
strategy.marketLandscape.whiteSpaces[].confidence | string (enum) | No | Confidence given the available evidence. One of high, medium, low. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.diagnosticPlan | object | No | Strategic diagnosis and creative recommendations. |
strategy.diagnosticPlan.swot | object | No | SWOT analysis specific to this brand. |
strategy.diagnosticPlan.swot.strengths | string[] | No | Internal, verifiable strengths (4–6). |
strategy.diagnosticPlan.swot.weaknesses | string[] | No | Internal weaknesses, stated honestly (3–5). |
strategy.diagnosticPlan.swot.opportunities | string[] | No | External opportunities (3–5). |
strategy.diagnosticPlan.swot.threats | string[] | No | External threats (3–5). |
strategy.diagnosticPlan.creativeRecommendations | object[] | No | Recommended creative territories with angles and formats (2–4). |
strategy.diagnosticPlan.creativeRecommendations[].territory | string | No | Name of the creative territory. |
strategy.diagnosticPlan.creativeRecommendations[].angles | string[] | No | Narrative angles within it (2–4). |
strategy.diagnosticPlan.creativeRecommendations[].formats | string[] | No | Content formats that suit it (2–4). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.identity | object | No | Identity: essence, purpose, values and personality. |
strategy.identity.essence | string | No | The essence in one true sentence of 8–12 words. Not a slogan. |
strategy.identity.purpose | string | No | Why the brand exists beyond making money (1–2 sentences). |
strategy.identity.vision | string | No | The future the brand wants to create (1–2 sentences). |
strategy.identity.mission | string | No | How it pursues that vision day to day (1–2 sentences). |
strategy.identity.origin | string | No | Origin story, only when the brand provided it or evidence backs it; otherwise NO DISPONIBLE. |
strategy.identity.competencies | string[] | No | Real core competencies (3–5). |
strategy.identity.valuesInAction | object[] | No | Values that translate into observable behaviour (3–5). |
strategy.identity.valuesInAction[].value | string | No | Name of the value, specific to the brand. |
strategy.identity.valuesInAction[].behavior | string | No | Observable behaviour that shows the value in practice. |
strategy.identity.culture | string | No | Internal culture when described or evidenced; otherwise an explicitly strategic recommendation. |
strategy.identity.personality | string[] | No | Personality traits, as if the brand were a person (4–6). |
strategy.identity.brandRelationship | string | No | Kind of relationship the brand builds with its customers, in one sentence. |
strategy.identity.customerSelfImage | string | No | How customers see themselves when they choose the brand. |
strategy.identity.brandFeelings | string[] | No | Feelings the brand should evoke (3–5). |
strategy.identity.perceivedQuality | string | No | How the market perceives its quality, based on evidence. |
strategy.identity.credibility | string | No | Sources of credibility: years, certifications, cases, testimonials. |
strategy.identity.consideration | string | No | Whether people think of the brand when the need arises, and why. |
strategy.identity.superiority | string | No | Where the brand is objectively better than its alternatives. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.commercial | object | No | Commercial engine: promise, benefits, entry points and the named offer. |
strategy.commercial.whatItSells | string | No | What the brand sells, in one direct sentence. |
strategy.commercial.whatMakesItDifferent | string | No | Main differentiator against the competition. |
strategy.commercial.whatCharacterizesIt | string | No | The defining quality that makes it recognisable. |
strategy.commercial.promise | string | No | What customers get when they choose the brand (1–2 sentences). |
strategy.commercial.humanTension | string | No | The human tension the brand resolves: what people want against what they have. |
strategy.commercial.enemy | string | No | What the brand fights against: a status quo or idea, never a company. |
strategy.commercial.categoryEntryPoints | object[] | No | Moments when the brand should come to mind (3–5). |
strategy.commercial.categoryEntryPoints[].situation | string | No | Situation in which the need appears. |
strategy.commercial.categoryEntryPoints[].mentalCue | string | No | Cue that links the situation to the brand. |
strategy.commercial.categoryEntryPoints[].frequency | string | No | How often it happens (daily, weekly, seasonal, one-off…). |
strategy.commercial.choiceDrivers | string[] | No | What drives the purchase decision in the category, most important first (4–6). |
strategy.commercial.benefitsFunctional | string[] | No | Functional, measurable benefits (3–5). |
strategy.commercial.benefitsEmotional | string[] | No | Emotional benefits (3–5). |
strategy.commercial.benefitsSocial | string[] | No | Social benefits: what choosing the brand says about someone (2–4). |
strategy.commercial.reasonsToBelieve | object[] | No | Reasons to believe, with evidence (3–5). |
strategy.commercial.reasonsToBelieve[].text | string | No | The reason to believe. |
strategy.commercial.reasonsToBelieve[].evidence | string | No | Concrete evidence: data, case, certification or testimonial. |
strategy.commercial.offerings | object[] | No | What the brand really sells, by name (1–12). No invented products or prices. |
strategy.commercial.offerings[].name | string | No | Name the brand uses for it. |
strategy.commercial.offerings[].description | string | No | What it is and for whom, in one sentence. |
strategy.commercial.offerings[].kind | string (enum) | No | Kind of offering. One of product, service, subscription, experience, bundle. |
strategy.commercial.offerings[].role | string (enum) | No | flagship defines the brand (one or two at most), core is the main offer, complement accompanies it. |
strategy.commercial.offerings[].priceNote | string | No | Price exactly as published (for example "from €3.20"); absent when not published. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.positioning | object | No | Positioning: the mental territory the brand wants to own. |
strategy.positioning.category | string | No | Category the brand competes in, conventional or redefined. |
strategy.positioning.statement | string | No | Positioning statement: for [audience], [brand] is the [category] that [benefit] because [reason to believe]. |
strategy.positioning.valueProposition | string | No | What the brand gives and what it asks in exchange (1–2 sentences). |
strategy.positioning.competitiveAdvantage | string | No | Sustainable advantage that competitors cannot easily copy (1–2 sentences). |
strategy.positioning.limits | string[] | No | What the brand is not, does not do and where it does not compete (3–5). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.audiences | object | No | Target audiences, segments and personas. |
strategy.audiences.primaryAudience | string | No | Primary audience: who they are, what moves them and why they matter (2–3 sentences). |
strategy.audiences.secondaryAudience | string | No | Secondary audience, such as prescribers or an emerging segment (1–2 sentences). |
strategy.audiences.segments | object[] | No | Market segments (2–4). |
strategy.audiences.segments[].name | string | No | Memorable name of the segment. |
strategy.audiences.segments[].who | string | No | Demographics, psychographics and behaviour. |
strategy.audiences.segments[].triggers | string | No | What triggers the need. |
strategy.audiences.segments[].objections | string | No | Main objections or barriers. |
strategy.audiences.segments[].decisionDrivers | string | No | What weighs most in their decision. |
strategy.audiences.segments[].channels | string[] | No | Channels to reach and activate them (2–4). |
strategy.audiences.personas | object[] | No | Buyer personas (2–3). |
strategy.audiences.personas[].name | string | No | Fictional but realistic name. |
strategy.audiences.personas[].snapshot | string | No | A vivid portrait in 1–2 sentences. |
strategy.audiences.personas[].age | string | No | Age range, for example "32–40". |
strategy.audiences.personas[].role | string | No | Professional or life role. |
strategy.audiences.personas[].jobs | string[] | No | Jobs to be done (3–5). |
strategy.audiences.personas[].frictions | string[] | No | Frustrations with current solutions (2–4). |
strategy.audiences.personas[].messagesThatFit | string[] | No | Messages that would resonate (2–4). |
strategy.audiences.personas[].preferredChannels | string[] | No | Channels where they consume content (2–4). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.archetypes | object | No | Brand archetypes and the tone rules they imply. |
strategy.archetypes.primaryName | string | No | Primary archetype, for example "The Creator". |
strategy.archetypes.primaryScore | integer 1–100 | No | Affinity with the primary archetype, 1–100. |
strategy.archetypes.primaryReason | string | No | Why it fits, with evidence (2–3 sentences). |
strategy.archetypes.primaryBehaviors | string[] | No | Behaviours the brand should show (3–5). |
strategy.archetypes.secondaryName | string | No | Secondary archetype that complements the primary one. |
strategy.archetypes.secondaryScore | integer 1–100 | No | Affinity with the secondary archetype, 1–100. |
strategy.archetypes.secondaryReason | string | No | Why it complements the primary one (1–2 sentences). |
strategy.archetypes.secondaryBehaviors | string[] | No | Behaviours of the secondary archetype (2–4). |
strategy.archetypes.shadowName | string | No | Shadow archetype: the negative version to avoid. |
strategy.archetypes.shadowBehaviors | string[] | No | Behaviours the brand must never show (3–5). |
strategy.archetypes.toneRulesDo | string[] | No | Tone rules to follow (4–6). |
strategy.archetypes.toneRulesDoNot | string[] | No | Tone rules to avoid (4–6). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.verbalSystem | object | No | Verbal system: everything needed to write as the brand. |
strategy.verbalSystem.voiceSignature | string | No | The voice in one memorable sentence. |
strategy.verbalSystem.toneSliders | object | No | Tone scales, integers from 1 to 10. |
strategy.verbalSystem.toneSliders.formality | integer 1–10 | No | 1 = street colloquial, 10 = institutional. |
strategy.verbalSystem.toneSliders.closeness | integer 1–10 | No | 1 = distant, 10 = intimate. |
strategy.verbalSystem.toneSliders.energy | integer 1–10 | No | 1 = calm, 10 = explosive. |
strategy.verbalSystem.toneSliders.technical | integer 1–10 | No | 1 = everyday language, 10 = specialist vocabulary. |
strategy.verbalSystem.toneSliders.irony | integer 1–10 | No | 1 = literal, 10 = sarcastic. |
strategy.verbalSystem.writingRules | string[] | No | Concrete writing rules, for example "sentences of at most 15 words" (5–8). |
strategy.verbalSystem.lexicon | object[] | No | The brand vocabulary (5–10). |
strategy.verbalSystem.lexicon[].term | string | No | Word or expression of the brand. |
strategy.verbalSystem.lexicon[].usage | string | No | Context and correct use. |
strategy.verbalSystem.forbiddenWords | object[] | No | Words the brand never uses, with the reason (5–10). |
strategy.verbalSystem.forbiddenWords[].word | string | No | Forbidden word or expression. |
strategy.verbalSystem.forbiddenWords[].reason | string | No | Why it is forbidden. |
strategy.verbalSystem.sentenceStructures | string[] | No | Preferred sentence patterns (3–5). |
strategy.verbalSystem.fixedBlocks | object | No | Reusable fixed text blocks. Member names are historical (Spanish). |
strategy.verbalSystem.fixedBlocks.porUso | string | No | Standard text describing how the product or service is used. |
strategy.verbalSystem.fixedBlocks.debeNoDebe | string | No | Summary of the fundamental do and do-not rules. |
strategy.verbalSystem.fixedBlocks.prueba | string | No | Standard proof text for sales. |
strategy.verbalSystem.claimsAllowed | string[] | No | Claims the brand can make verifiably (3–6). |
strategy.verbalSystem.claimsForbidden | string[] | No | Claims the brand must not make for legal or ethical reasons (3–6). |
strategy.verbalSystem.signatureLine | string | No | Signature closing line. |
strategy.verbalSystem.alternativeClosings | string[] | No | Closing variants for other contexts (3–5). |
strategy.verbalSystem.emojiFrequency | string (enum) | No | How often the brand uses emojis. One of never, rare, moderate, frequent. |
strategy.verbalSystem.emojiPreferred | string[] | No | Emojis that represent the brand (3–6). |
strategy.verbalSystem.emojiForbidden | string[] | No | Emojis that do not fit the brand (2–5). |
strategy.verbalSystem.emojiRules | string | No | General emoji rules (1–2 sentences). |
strategy.verbalSystem.address | object | No | How the brand addresses its reader. |
strategy.verbalSystem.address.form | string (enum) | No | Default form of address: tu (informal), usted (formal), vos (voseo) or mixto (depends on channel or audience; see notes). Languages without the distinction use tu and describe the register in notes. |
strategy.verbalSystem.address.notes | string | No | Concrete exceptions, for example "formal in invoices and complaints". |
strategy.verbalSystem.voiceExamples | object[] | No | Rewrite pairs: the same idea on brand and off brand (4–6). |
strategy.verbalSystem.voiceExamples[].context | string | No | Concrete situation, for example "Instagram bio". |
strategy.verbalSystem.voiceExamples[].onBrand | string | No | How the brand writes it: final text, 1–3 sentences. |
strategy.verbalSystem.voiceExamples[].offBrand | string | No | The generic or off-tone version of the same idea. |
strategy.verbalSystem.sayDontSay | object[] | No | Word and phrase substitutions: say X, not Y (5–8). |
strategy.verbalSystem.sayDontSay[].say | string | No | What the brand says. |
strategy.verbalSystem.sayDontSay[].dontSay | string | No | What it avoids saying instead. |
strategy.verbalSystem.conventions | string[] | No | Verifiable style conventions: capitals, numbers and prices, dates, loanwords, inclusive language, brand and product names (4–6). |
strategy.verbalSystem.channelGuide | object[] | No | How the voice adapts to the channels the brand really uses (3–5). |
strategy.verbalSystem.channelGuide[].channel | string | No | Channel, for example "Instagram" or "Email". |
strategy.verbalSystem.channelGuide[].guidance | string | No | What changes on that channel: length, register, emojis, call to action. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.creativeTerritories | object[] | No | Creative territories where the brand can create content (3–5). |
strategy.creativeTerritories[].name | string | No | Evocative name of the territory. |
strategy.creativeTerritories[].humanTension | string | No | The universal human tension it explores. |
strategy.creativeTerritories[].premise | string | No | Creative premise linking the tension to the brand. |
strategy.creativeTerritories[].whatFits | string | No | Content that fits: topics, tones, formats. |
strategy.creativeTerritories[].whatDoesNotFit | string | No | What does not fit: the red lines. |
strategy.creativeTerritories[].hooks | string[] | No | Attention hooks (3–5). |
strategy.creativeTerritories[].formats | string[] | No | Ideal formats (2–4). |
strategy.creativeTerritories[].visualCodes | string[] | No | Visual codes: colours, textures, photographic styles (2–4). |
strategy.creativeTerritories[].verbalCodes | string[] | No | Verbal codes: tone, vocabulary, rhythm (2–4). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.messageArchitecture | object | No | Message architecture: the hierarchy of what the brand says. |
strategy.messageArchitecture.coreMessage | string | No | The one thing the brand would say, in at most 15 words. |
strategy.messageArchitecture.pillars | object[] | No | Message pillars (3–4). |
strategy.messageArchitecture.pillars[].name | string | No | Name of the pillar. |
strategy.messageArchitecture.pillars[].claim | string | No | Main claim of the pillar. |
strategy.messageArchitecture.pillars[].rtb | string | No | Reason to believe: why the brand has the right to say it. |
strategy.messageArchitecture.pillars[].proof | string | No | Concrete proof. |
strategy.messageArchitecture.pillars[].cta | string | No | Natural call to action from this pillar. |
strategy.messageArchitecture.secondaryMessages | object[] | No | Messages adapted per audience (2–4). |
strategy.messageArchitecture.secondaryMessages[].forWhom | string | No | Audience of the message. |
strategy.messageArchitecture.secondaryMessages[].promise | string | No | The promise adapted to that audience. |
strategy.messageArchitecture.secondaryMessages[].proof | string | No | Evidence relevant to that audience. |
strategy.messageArchitecture.secondaryMessages[].cta | string | No | Adapted call to action. |
strategy.messageArchitecture.argumentLadder | object[] | No | Arguments from lower to higher commitment (4–6). |
strategy.messageArchitecture.argumentLadder[].level | string | No | Level, from "1" (awareness) to "6" (advocacy). |
strategy.messageArchitecture.argumentLadder[].argument | string | No | Key argument at that level of the relationship. |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.brandMemory | object | No | Brand memory: the assets and signals that make the brand recognisable. |
strategy.brandMemory.distinctiveAssets | object[] | No | Distinctive assets the brand owns or should build (4–8). |
strategy.brandMemory.distinctiveAssets[].asset | string | No | Description of the asset. |
strategy.brandMemory.distinctiveAssets[].assetType | string (enum) | No | Kind of asset. One of verbal, visual, sonic, experiential. |
strategy.brandMemory.distinctiveAssets[].libraryAssets | object[] | No | Library files that embody the asset. Linked by a person, never generated. |
strategy.brandMemory.distinctiveAssets[].libraryAssets[].id | string | No | Library file id. |
strategy.brandMemory.distinctiveAssets[].libraryAssets[].name | string | No | File name. |
strategy.brandMemory.distinctiveAssets[].libraryAssets[].url | string | No | Delivery URL of the file. |
strategy.brandMemory.mentalAvailabilityCues | string[] | No | Cues that trigger recall of the brand (4–6). |
strategy.brandMemory.minimumSignals | string[] | No | Signals every piece must carry to be recognisable as the brand (3–5). |
strategy.brandMemory.consistencyDo | string[] | No | What always stays the same (4–6). |
strategy.brandMemory.consistencyDoNot | string[] | No | What must never change or be done (3–5). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.localization | object | No | Localisation and cultural adaptation. |
strategy.localization.applies | boolean | No | Whether the brand operates in more than one cultural or language market. |
strategy.localization.reason | string | No | Why localisation applies or not. |
strategy.localization.scope | string | No | Markets, languages and regions covered. |
strategy.localization.languageAdjustments | string | No | Main language adjustments between markets. |
strategy.localization.culturalCodes | string[] | No | Cultural codes to respect (2–5). |
strategy.localization.referencesToAvoid | string[] | No | Cultural references to avoid (2–5). |
strategy.localization.timingWindows | string[] | No | Relevant dates per market: holidays, seasons, events (3–6). |
strategy.localization.locales | object[] | No | Voice per language (transcreation): one entry per secondary language, each written in its own language. |
strategy.localization.locales[].locale | string | No | Language code (BCP 47) as the brand uses it: en, ca, fr-FR… |
strategy.localization.locales[].address | string | No | Form of address and register in that language, for example "vous; warm but formal". |
strategy.localization.locales[].toneShift | string | No | How the voice moves in that language or market compared with the primary one. |
strategy.localization.locales[].signatureLine | string | No | The brand's signature line transcreated, not translated. Empty when the brand has none. |
strategy.localization.locales[].sayDontSay | object[] | No | Substitutions specific to that language (3–6). |
strategy.localization.locales[].sayDontSay[].say | string | No | What the brand says in that language. |
strategy.localization.locales[].sayDontSay[].dontSay | string | No | What it avoids, often the literal translation. |
strategy.localization.locales[].culturalNotes | string[] | No | Cultural codes of that market the voice respects (2–4). |
strategy.localization.locales[].avoid | string[] | No | What sounds wrong or is misread in that language (2–4). |
| Field | Type | Always present | Description |
|---|---|---|---|
strategy.guardrails | object | No | Guardrails for every piece of communication. |
strategy.guardrails.antiDriftFilter | string[] | No | Signs that communication is drifting away from the brand (4–6). |
strategy.guardrails.forbiddenClaims | string[] | No | Claims explicitly forbidden for legal, ethical or brand reasons (3–6). |
strategy.guardrails.sensitiveTopics | string[] | No | Topics that need special review before publishing (3–5). |
strategy.guardrails.complianceNotes | string[] | No | Regulations, mandatory disclaimers and sector restrictions (2–5). |
strategy.guardrails.contradictions | object[] | No | Contradictions found in the research and how they were resolved (1–3). |
strategy.guardrails.contradictions[].issue | string | No | Contradiction found between sources. |
strategy.guardrails.contradictions[].decision | string | No | The decision taken and why. |
A map of path → state. Paths are the twenty core paths; when a person edits or accepts a field, its path becomes confirmed.
| Field | Type | Always present | Description |
|---|---|---|---|
assertions.<path>.state | string (enum) | Yes | suggested (proposed by research or migration), confirmed (a person confirmed it) or needs_review (someone disputed it). |
assertions.<path>.origin | string (enum) | Yes | Who set the current state. One of research, person, migration, inherited. |
assertions.<path>.updatedAt | string | Yes | When the state last changed. ISO 8601. |
assertions.<path>.confirmedBy | string | null | Yes | Id of the person who confirmed it; null when not confirmed or unknown. |
metadata.organizationType
metadata.industry
metadata.lifecycleStage
metadata.customerModels
metadata.revenueModels
metadata.serviceArea
metadata.operatingMarkets
strategy.executiveSummary.shortDescription
strategy.executiveSummary.whatItSells
strategy.executiveSummary.whatMakesItDifferent
strategy.identity.essence
strategy.identity.purpose
strategy.positioning.category
strategy.positioning.statement
strategy.commercial.promise
strategy.audiences.primaryAudience
strategy.verbalSystem.voiceSignature
strategy.verbalSystem.forbiddenWords
strategy.guardrails.forbiddenClaims
strategy.messageArchitecture.coreMessage| Field | Type | Always present | Description |
|---|---|---|---|
provenance.metadata | object | No | Where the organisation profile comes from. |
provenance.metadata.source | "owner_and_research" | No | Always owner_and_research: answers from the brand plus research. |
provenance.metadata.researchAsOf | string | No | Date or timestamp of the research behind the metadata (ISO 8601). |
provenance.metadata.confidence | string (enum) | No | Overall quality of the research sources. One of high, medium, low, unknown. |
provenance.visualIdentity | object | No | Where the visual identity comes from. |
provenance.visualIdentity.source | "library" | No | Always library: composed from the brand's Library. |
provenance.visualIdentity.composedAt | string | No | When the visual identity was composed. ISO 8601. |
provenance.migration | object | No | Present when the Genome was converted from an earlier format. |
provenance.migration.fromDocumentId | string | Yes | Id of the earlier document this Genome was converted from. |
provenance.migration.unprovenKeyFacts | string[] | Yes | Key facts of that document without evidence, kept out of the strategy until someone reviews them. |