Setting up your Brand Kit

If you do one thing before generating anything, do this. The Brand Kit is the difference between drafts that sound like your business and drafts that sound like every other small business on the internet — and because it cuts the number of attempts you need, it is also the cheapest way to reduce what you spend on credits.

Where it is actually used

It is worth knowing how far this reaches before you decide how much care to put in. Soclo draws on the Brand Kit for every caption, every generated image, every video voiceover, auto-replies to comments, ad copy, the tone of scheduled posts, and campaign plans. It is not a profile page. It is the input to essentially everything the app produces on your behalf.

The practical consequence is financial. Most wasted credits come from generating repeatedly because the first result was not close enough. A well-filled Brand Kit moves the first attempt much closer, so you edit rather than regenerate — and editing is free.

The sections, and what each one is for

Target audience

Who you actually serve — including how big they are and what state they are in when they come to you. Specific beats flattering: "one-to-five-person teams doing their own marketing late at night" is usable; "small businesses" is not.

Compliance · never say

The most important field in the whole form for anyone in a regulated trade, and the one most likely to be skipped. It holds claims or words the AI must never use — no medical claims, always mention a charity number, never imply a guaranteed outcome. The app describes this as a hard rule Soclo will not break on any post. If your industry has language that could get you in trouble, this is where it goes, and it goes in before you generate anything.

Words to use, and words to avoid

Two fields, and the second does more work than people expect. Every business has language that makes it wince — "growth hack", "10x", "crush it", "game-changer", "synergy", "guru", "viral guaranteed". Listing them removes an entire category of bad draft permanently, and the app steers towards your preferred phrasing instead. Put your own vocabulary in the first field: what you call customers, what you call your services, the phrases you actually say.

Emojis

None, minimal or liberal. A single setting that saves a surprising amount of editing, and one of the fastest ways to make output stop feeling like a template.

Content pillars

The recurring themes you want to come back to, so suggestions stay on-theme rather than drifting into whatever is generic this week. Three to six is plenty. Think in terms of angles you could return to monthly for a year.

Products and services

Each with a name, an optional price and a short description. Prices matter more than people think — without them every draft has to be vague about the thing customers most want to know.

Where you work

Your service area, in the form customers would recognise — a town plus a radius, or the postcodes you cover. The app treats this as a boundary: Soclo will not offer to cover somewhere outside it. That is a genuine safeguard against content promising a callout you cannot make.

Your story

Why you started, what makes you different, what you care about — in your words. The app is explicit that it draws on this but will never make one up for you, which means an empty story field produces content with no origin rather than an invented one. Two specific sentences beat a paragraph of adjectives.

Your team

Names and roles, so a post can say "Chloe did this one" instead of "our stylist". Small, and it is most of the difference between content that sounds like a business and content that sounds like a brand.

Your offers

What the deal is, when it runs, and the detail. The app states that these are the only deals Soclo may ever mention, and it will never invent one. That is the anti-hallucination guarantee that matters commercially — no generated post is going to promise a discount you are not running.

What people always ask

Your genuine FAQs, in your own answers. Two benefits: Soclo answers those questions only the way you have answered them, and each one is a post in its own right. Take them from your last week of enquiries rather than inventing them.

What puts people off

The objections — too expensive, I could do it myself, I haven't got time to learn another tool, I don't want software posting behind my back. The app's own note is the argument for filling it in: content that answers one of these before it is raised works better than anything else. Most people skip this field because writing your own weaknesses down feels negative. It is the highest-return box on the page.

The two sections that fill themselves

These are not fields you complete; they are records the app keeps, and both are worth reading occasionally.

Smart memory collects what Soclo has learned about how you like content — which formats work where, which angles underperform, which times of day to avoid, how your brand mark should be rendered. It updates every time you accept, edit or reject a suggestion, and feeds into every generation, so output gets more like you over time. Read it now and then: it is a useful mirror, and occasionally it will tell you your tone has drifted somewhere you did not intend.

Past winners keeps the posts that did well and uses them as templates. This is why editing rather than discarding a near-miss compounds — good work becomes a pattern rather than a one-off.

The mistakes that make it useless

1. One-word answers. "Friendly" as a tone gives almost nothing to work with. Describe how you sound in a sentence you would actually say.
2. Accepting the Auto draft without reading it. It is a first pass, not a finished profile.
3. Skipping compliance. If your trade has language that carries legal risk, the hard-rule field is the only place that reliably stops it.
4. Skipping the objections. The highest-value section, skipped most often.
5. Describing the business you wish you were. Aspirational entries produce copy that does not match what customers then experience.
6. Filling it once and never returning. Prices change, services change, areas change. A stale Brand Kit confidently produces out-of-date copy.

A sensible order

1. Run Auto to get a draft rather than a blank page.
2. Fix target audience and where you work — these bound everything else.
3. Compliance, if your trade needs it. Before any generation, not after.
4. Words to avoid, while you are irritated enough to remember them all.
5. Products, prices and offers.
6. Three real questions and three real objections, taken from your actual enquiries.
7. Story and team last, when you have warmed up.

Then generate one thing and read it critically. If it is not close, the fix is almost always a missing specific in the Brand Kit rather than a better prompt.

Where to go next

How Soclo credits work explains where the free line falls and how a filled-in Brand Kit reduces what you spend. What Soclo will never do without asking covers the wider set of boundaries these guarantees belong to. For the questions worth turning into content, the blog covers what a local business should post.