# brand.md — [Company]
Last reviewed: [date] · Owner: [name, role]

<!--
The operating subset of your brand system, in a form the agents you operate can
apply without interpretation. This is NOT the brand book in Markdown — the book
keeps the strategy, the rationale and the visual system.

Rule of thumb: if a line would not change an output when removed, delete it.
Aim for under 300 lines. Long context files cost more and dilute the lines that
are actually load-bearing.

Template: https://auxfirst.com/news/brand-md-context-file.html
Check it:  https://auxfirst.com/tools/context-file-checker.html
-->

## Who we are
[One paragraph, written to be quoted verbatim. Not a mission statement — the
answer you want an assistant to give when asked to describe your company.]

## What we sell
- [Product]: [what it physically is, in plain nouns — not category poetry]
- [Product]: [what it physically is]

## Voice
- [Adjective] — but not [anti-pattern]. [One concrete, checkable rule.]
- [Adjective] — but not [anti-pattern]. [One concrete, checkable rule.]
- [Adjective] — but not [anti-pattern]. [One concrete, checkable rule.]

## Words we use / words we don't
| We say | We don't say |
|---|---|
| [term] | [term], [term] |
| [term] | [term], [term] |
| [term] | [term], [term] |

## Claims we can make
- "[claim]" — substantiated by [source], valid until [date]
- "[claim]" — substantiated by [source], valid until [date]

## Claims we cannot make
- Never state or imply [claim]. [Reason, one clause.]
- Never state or imply [claim]. [Reason, one clause.]

## Names, spellings, capitalisation
- [Product name] on first use, [short form] after
- [Symbol] required on [surface]
- [Company name] is set as [form] — never [wrong form]

## Escalate, don't answer
- Pricing → [team]
- Legal, regulatory or safety → [team]
- Anything naming a competitor → [team]
- Press and analyst questions → [team]
- Anything about an active incident → [team]