U-02: Your Brand Foundation

SOP ID: U-02
Title: Your Brand Foundation
Category: User Guide
Version: 2.0
Last verified: 2026-08-07 against origin/main @ aedbc19
Audience: Socially Sold course members
Prerequisites: U-01 Getting Started

Why this comes first

Suzie asks you nine questions before she writes anything. Until you finish them, every other tab stays locked.

That is the whole point. A general AI tool will happily write you a caption about "stunning curb appeal" for nobody in particular. Suzie writes for your buyer, in your city, at your price point, in your voice — and she cannot do that until you tell her what those are.

You answer these once. You can change them any time.

The nine questions

They come one at a time, in this order. Most are free-text boxes — write as much as you want, full sentences are better than keywords.

1. Who is your ideal client — and what are they struggling with right now? The struggle half matters as much as the who. "First-time buyers in Dallas suburbs, stressed about rates and how much to put down."

2. What makes you the best agent to help this client? Your actual edge. Lived experience beats credentials here. "I lived through this exact season myself…"

3. Where do you work, and who do you serve?

4. What's your brand voice or vibe? Three or four words is plenty. "Warm, direct, expert."

5. Which brand Archetype fits you best? A picker, not a text box — see below.

6. What price point is your ideal client? "$300K–$500K."

7. What CORE city is your ideal client in? One city. "Dallas, TX."

8. What season of life is your ideal client in? Get specific. This is the one people rush, and it is the one that drives your lifestyle content — it is why your city posts land with the people you actually want. "Newly-engaged couple relocating for a job, no kids yet."

9. What do you NEVER want to sound like? Just as useful as the voice question. "Pushy, hype-y, vague." Suzie treats these as hard rules and steers away from them in everything she writes.

The five archetypes

Question 5 asks you to pick one:

Pick the one your business actually leans on, not the one you wish it did. It shapes the angle of everything Suzie writes.

Not sure? There is a short archetype quiz linked on that question — seven questions, opens in a new tab with your account already filled in.

What happens when you finish

Suzie takes your nine answers and condenses them into a tight brand profile that every tab reads from. That is why she stays consistent across reels, carousels, Stories and chat — they are all working from the same profile, not re-reading your raw answers each time.

The rest of the tabs unlock as soon as this completes.

Changing your answers later

Go back to the Brand Archetype tab any time. Your existing answers are there — edit any of them and save, and Suzie rebuilds your profile.

Worth doing when:

• You move into a different price band or city
• You shift focus — listings instead of buyers, say
• Your voice notes were too vague and the content feels generic
• Your ideal client has genuinely changed

Anything Suzie has learned from your thumbs-down feedback survives a re-edit. Redoing your questions does not wipe it — see SOP U-07: Refining and Feedback.

Getting more out of it

• Vague in, vague out. "Buyers and sellers" tells her nothing. "Newly-engaged couples relocating for tech jobs, no kids yet" gives her something to write toward.
• Answer question 8 properly. It is the one that makes your city content feel like it is about real people.
• Use question 9 hard. Naming what you hate is the fastest way to stop getting it.
• One city in question 7. It is your core market, not your whole service area.

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