AI After Dark: From Brief to Brand

Getting better results from AI

Thursday 5 March

What you leave with tonight

Personal Brief

A document about who you are and how you work — loaded into H+Co ChatGPT so every AI conversation is calibrated to you.

Deep Research output

A comprehensive research document covering the competitive landscape, cultural moment, and category conventions.

Research extraction

Structured strategic insights — audience options, brand enemies, whitespace, and one cultural tension.

Brand Strategy document

Your four human decisions — audience, enemy, tone, one word — compiled on a single page. The foundation for everything.

Brand project folder

A dedicated folder in H+Co ChatGPT where your brand conversations live — ready for Session 2.

Step 01

Choose your category

Pick one of four product categories: Functional Drink, Dog Food, Sunscreen, or Trail Shoe.

Your brief

A lightly sparkling, adaptogen-based functional drink. Australian-made. 330ml cans. Three flavours at launch.

Category: Functional beverages — the fastest-growing segment in Australian non-alcoholic drinks. Currently dominated by two extremes: clinical wellness brands that lecture you about ingredients, and energy drinks that treat your body like a machine.

Competition: Remedy (gut health, friendly, approachable), Nexba (sugar-free, clean, functional), Liquid Death (attitude-first, punk water), Red Bull (performance, extreme, unapologetic). None of them talk to the person who's outgrown energy drinks but hasn't bought into the wellness aesthetic.

The person: Works hard, thinks carefully about what they consume, but doesn't make a performance of it. Not a wellness warrior. Not a gym bro. Someone who wants to feel sharp without feeling like they've joined a movement.

The occasion: 2pm on a Tuesday. The meeting that won't end. The afternoon where coffee feels like too much and water feels like not enough. Or: the Saturday morning replacement for the hangover coffee.

The tension: Every functional drink either talks to you like you're sick (wellness) or like you're a machine (energy). Nobody talks to you like you're a person who wants to feel good and get on with their day.

The brief gives you the tension — your job is to resolve it.

Technique	What it does
Prompt chaining	One tool's output becomes the next tool's input — each step builds on the last
Role prompting	Assigning Claude a specific perspective or expertise before you ask your question

Step 02

Write your Personal Brief

Open Claude in OpenWebUI. Claude will interview you — one question at a time — about your role, what you're working on, how you like to communicate, and what you want AI to help you with. When it has enough, ask it to compile everything into a Personal Brief.

Save it in your OpenWebUI system settings. Paste a copy into your Google Doc.

H+Co ChatGPT

I need you to interview me so you can write my Personal Brief — a short document about who I am and how I work that I'll paste into AI conversations to get better, more relevant output. Here's how this works: - Ask me one question at a time. - Keep it conversational — no forms, no bullet-point lists of things to fill in. - Probe deeper where it's useful. If I say something vague, ask a follow-up. - Stop when you have enough to write the brief. You need to cover: - My role and what I actually do day-to-day - Any specialist knowledge or expertise I bring - How I communicate — formal or casual, direct or detailed - What I value in good work - What frustrates me or wastes my time - What kinds of tasks I'd use AI for When you're done interviewing me, write my Personal Brief as a concise third-person document (e.g. "[Name] is a…") under 200 words. No filler, no flattery. Every sentence should be useful. The goal is to give AI enough context about me that its output is immediately more relevant. Start by asking me your first question.

Step 03

Launch your research

Open Gemini Deep Research and brief it to investigate your category — competitive landscape, white space, audience mindsets, cultural tensions, and what existing brands are getting wrong.

Select Deep Research from the Tools menu

Hit go.

This is prompt chaining — using the output of one tool as the input for the next. What Gemini finds becomes the raw material Claude works with in the next step.

Google Workspace

I need a comprehensive research report on the Australian functional beverage category. This is for a brand strategy project — I'm looking for strategic insight, not just a list of players. Please investigate three areas: 1. Competitive landscape Who are the key brands in the Australian functional drink space? For each, I need: their positioning, their visual identity approach, the language they use, and the audience they're targeting. Pay attention to what they all say — and what none of them say. I'm looking for claimed territory and open whitespace. Include: Remedy, Nexba, Liquid Death (Australian presence), Red Bull, Kombucha brands, any emerging adaptogen or nootropic drinks. Also look at relevant international brands that signal where the category is heading. 2. The cultural moment What's happening in Australian attitudes toward wellness, productivity, energy, and functional food and drink right now? I need to understand the cultural tension — are people buying into wellness branding or getting tired of it? What's the mood? Look at consumer sentiment, media coverage, social conversation, and any relevant trend data. 3. Naming and visual conventions What naming patterns dominate the category? What's overused? What visual tropes appear on every shelf — colour palettes, typography styles, illustration vs photography, packaging formats? I want to know what the default looks like so we can avoid it. Organise your findings under these three headings. For each section, end with a short "so what" — the strategic implication of what you found.

Gemini generates a research plan and starts working

Step 04

Extract what mattersPrompt chaining

Your research is back. Paste the full output into your Google Doc, then into Claude and ask it to extract the most interesting audience mindsets, the strongest brand enemies, the cultural tension in the category, and any white space that feels unclaimed.

Ask for options, not conclusions. You're not asking Claude to make your strategy — you're asking it to surface possibilities. The decisions are yours.

Paste Claude's extraction into your Google Doc.

H+Co ChatGPT

You are a senior brand strategist at an independent Australian advertising agency. You specialise in finding whitespace in crowded categories. I ran a deep research sprint on the Australian functional drink category. Below is the full research output. I need you to extract strategic insights from this research — not summarise it. Here's what I need: 1. Claimed territory What does every competitor in this category say? What are the recurring themes, messages, and positions? Identify the patterns — the things that are so common they've become wallpaper. 2. Whitespace What does nobody say? What territories are unclaimed? What audience needs or cultural tensions are being ignored? Be specific — I want gaps I can build a brand in, not vague observations. 3. Three audience mindsets Based on the research, identify three genuinely distinct types of people who might buy a functional drink — not demographics, but mindsets. How do they think about energy, wellness, and productivity? What do they currently do instead? What would make them switch? Give each mindset a short name and 2-3 sentences of description. Make them meaningfully different from each other. 4. Three brand enemies Propose three beliefs, behaviours, or cultural norms that a new functional drink brand could fight against. Not competitors — ways of thinking. Each enemy should be something real that exists in the culture, not a strawman. Give each a short name and 2-3 sentences explaining what it is and why it's worth fighting. 5. One cultural tension What single unresolved tension in the category gives a new brand permission to exist? Frame it as a contradiction people tolerate but shouldn't have to. Keep it to 2–3 sentences. Important: Write this as a working strategic document, not an essay. Keep each section tight — observations and implications, not commentary or editorialising. I'll be using this output as the input for my next set of prompts, so clarity and precision matter more than flair. --- [PASTE YOUR GEMINI DEEP RESEARCH OUTPUT HERE]

Step 05

Make four decisionsRole prompting

Work through these in order. For each one, assign Claude a role before you ask — this is role prompting. Same question, different expertise, different answer.

1 Pick your audience

Ask a cultural strategist for three distinct audience options. Review them, pick one. Claude will push back and ask you to justify it. Sit with it before you confirm.

H+Co ChatGPT

You are a senior brand strategist who has spent 15 years building challenger brands in competitive Australian FMCG categories. You understand how to turn an audience insight into a brand that actually connects. I'm building a new Australian functional drink brand. From my research, I've chosen this audience mindset: [PASTE YOUR CHOSEN AUDIENCE MINDSET HERE] Expand on this audience. I need to understand: - Who is this person really? Not demographics — describe their worldview, their daily reality, how they think about what they consume. - What do they believe that most people in the category ignore? - What are they currently doing instead of buying a functional drink? What's the substitute behaviour? - What would make them switch? What would a brand need to say or do or feel like to get their attention? Before confirming, push back. Offer one alternative I might not have considered. Ask me why this audience over the others. Keep the description grounded and recognisable. I should be able to picture a specific person, not a character in an essay. Aim for a paragraph per question, not a page.

2 Pick your enemy

Ask a brand strategist for three things this brand could position itself against. Not a competitor — an attitude, a behaviour, or a category cliche. Pick one.

H+Co ChatGPT

You are a brand strategist who thinks carefully about category conventions and the beliefs that sustain them. You understand that the best brand enemies are real patterns in the culture, not strawmen. I'm building a new Australian functional drink brand. I've chosen this as my brand enemy — the belief or behaviour my brand is fighting against: [PASTE YOUR CHOSEN BRAND ENEMY HERE] Sharpen this enemy for me: - Why does this belief or behaviour exist? What sustains it? - Who benefits from it staying the way it is? - What would it actually look like to challenge it — not in advertising, but in how a brand behaves? - What's the risk of fighting this enemy? Where could it go wrong? Before confirming, push back. Suggest one reason this enemy might be wrong. Ask me to defend my choice. Keep it strategic and grounded. A paragraph per question is enough. I need to understand the enemy clearly, not read a manifesto about it.

3 Pick your tone

Three options only: irreverent, understated, or earnest. Ask Claude to make the case for each given your audience and enemy. Pick one.

Irreverent

Confident, slightly cheeky, willing to poke fun at the category. Doesn't take itself too seriously.

"Your kombucha is trying too hard. We're just a drink."

Understated

Quiet confidence. Says less, means more. Premium without performing it.

"Feel good. Get on with your day."

Earnest

Genuine, warm, direct. Believes in what it's doing without being preachy about it.

"We made this because we wanted something better. We think you will too."

4 Pick your word

If this brand could own one word in the mind of the consumer, what would it be? Ask for three options with the logic behind each. Pick one.

These four decisions are where sixty people in the room become sixty different brands. Same brief, same tools — the decisions compound.

H+Co ChatGPT

I'm building a new Australian functional drink brand. Here are the strategic decisions I've made so far: Audience: [PASTE YOUR CHOSEN AUDIENCE] Enemy: [PASTE YOUR CHOSEN ENEMY] Tone: [YOUR CHOICE: irreverent, understated, or earnest] Based on these decisions, propose five single words this brand could own in the customer's mind. Not taglines. Not phrases. Single words. For each word: - State the word - Write one sentence defending why it's the right word for this specific audience, against this specific enemy, in this specific tone The words should be genuinely different from each other — not five synonyms. I want range so I can make a real choice. Important: These words need to be commercially useful. A good brand word is one you could put on packaging, build a campaign around, and explain to a retailer in one sentence. Avoid abstract or conceptual words that sound interesting but don't connect to a real product experience. After I pick a word, push back. Tell me what's risky about it. Suggest one word I didn't ask for.

Step 06

Build your Brand Strategy document

Ask Claude to compile everything into a one-page Brand Strategy document — your audience, enemy, tone, one word, and the cultural tension the brand lives inside.

Paste it into your Google Doc.

H+Co ChatGPT

Compile my brand strategy into a single clean document. Here are the decisions I've made: Audience: [PASTE YOUR CHOSEN AUDIENCE — the expanded version] Enemy: [PASTE YOUR CHOSEN ENEMY — the expanded version] Tone: [YOUR CHOICE: irreverent, understated, or earnest] One word: [YOUR CHOSEN WORD] My defence of this word: [YOUR OWN SENTENCE] Cultural tension from research: [PASTE THE CULTURAL TENSION FROM THE EXTRACTION] Write this as a one-page Brand Strategy document. Use these exact sections: 1. The Person — who this brand is for (one paragraph) 2. The Enemy — what this brand is against (one paragraph) 3. The Tone — how this brand speaks (one sentence plus a short "sounds like / doesn't sound like" comparison) 4. The Word — the one word this brand owns, with the defence 5. The Tension — the cultural tension that gives this brand permission to exist Write in plain, direct language. This is a working document that needs to brief a designer, a copywriter, and an image generation tool over the next three weeks. Keep every sentence useful. No repetition, no padding, no editorial flourishes.

Before next Thursday

Your Google Doc is your record — make sure everything is in there
Set up your brand project folder in OpenWebUI
Full documentation is on its way — if you didn't finish something tonight, complete it before Session 2

Next week: naming, visual identity, and building an AI assistant that knows your brand inside out.

Techniques you used tonight

Technique	What it is
Prompt chaining	Using the output of one tool as the input for the next
Role prompting	Assigning Claude a role before asking — changes the angle of the answer

Step 01

Choose your category

Pick one of four product categories: Functional Drink, Dog Food, Sunscreen, or Trail Shoe.

Your brief

A premium, Australian-made dry dog food. Natural ingredients. Three recipes at launch.

Category: Premium pet food — one of the fastest-growing segments in Australian retail. Currently dominated by two extremes: clinical vet-endorsed brands that guilt you into spending more, and supermarket brands that hide behind happy dog photos.

Competition: Royal Canin (vet-endorsed, clinical, premium), Black Hawk (Australian, natural, mid-premium), Advance (science-led, functional), Ivory Coat (grain-free, holistic). None of them talk to the person who loves their dog but doesn't want to be talked to like a helicopter parent.

The person: Loves their dog. Feeds them well. But doesn't define their identity around being a "pet parent." Not into grain-free anxiety or raw-food evangelism. Just wants good food, clearly made, no guilt trips.

The occasion: Standing in the pet food aisle on a Saturday, overwhelmed by claims. Or: reordering online and wondering if they should switch from the brand that's been steadily getting more expensive.

The tension: Every premium dog food either talks to you like you're neglecting your dog (vet brands) or like you're buying a lifestyle (boutique brands). Nobody just makes good food and lets you get on with it.

The brief gives you the tension — your job is to resolve it.

Technique	What it does
Prompt chaining	One tool's output becomes the next tool's input — each step builds on the last
Role prompting	Assigning Claude a specific perspective or expertise before you ask your question

Step 02

Write your Personal Brief

Save it in your OpenWebUI system settings. Paste a copy into your Google Doc.

H+Co ChatGPT

Step 03

Launch your research

Open Gemini Deep Research and brief it to investigate your category — competitive landscape, white space, audience mindsets, cultural tensions, and what existing brands are getting wrong.

Select Deep Research from the Tools menu

Hit go.

This is prompt chaining — using the output of one tool as the input for the next. What Gemini finds becomes the raw material Claude works with in the next step.

Google Workspace

I need a comprehensive research report on the Australian premium pet food category, with a specific focus on premium dry dog food. This is for a brand strategy project — I'm looking for strategic insight, not just a list of players. Please investigate three areas: 1. Competitive landscape Who are the key brands in the Australian premium dog food space? For each, I need: their positioning, their visual identity approach, the language they use, and the audience they're targeting. Pay attention to what they all say — and what none of them say. I'm looking for claimed territory and open whitespace. Include: Royal Canin, Black Hawk, Advance, Ivory Coat, Open Farm, Scratch, Lyka (fresh food competitor), any emerging Australian-made or DTC dog food brands. Also look at relevant international brands that signal where the category is heading. 2. The cultural moment What's happening in Australian attitudes toward pet ownership, pet food, humanisation of pets, and premium pet spending right now? I need to understand the cultural tension — are people buying into the "pet parent" identity or getting tired of it? What's the mood? Look at consumer sentiment, media coverage, social conversation, and any relevant trend data. 3. Naming and visual conventions What naming patterns dominate the category? What's overused? What visual tropes appear on every shelf — colour palettes, typography styles, illustration vs photography, packaging formats? I want to know what the default looks like so we can avoid it. Organise your findings under these three headings. For each section, end with a short "so what" — the strategic implication of what you found.

Gemini generates a research plan and starts working

Step 04

Extract what mattersPrompt chaining

Ask for options, not conclusions. You're not asking Claude to make your strategy — you're asking it to surface possibilities. The decisions are yours.

Paste Claude's extraction into your Google Doc.

H+Co ChatGPT

You are a senior brand strategist at an independent Australian advertising agency. You specialise in finding whitespace in crowded categories. I ran a deep research sprint on the Australian premium pet food category. Below is the full research output. I need you to extract strategic insights from this research — not summarise it. Here's what I need: 1. Claimed territory What does every competitor in this category say? What are the recurring themes, messages, and positions? Identify the patterns — the things that are so common they've become wallpaper. 2. Whitespace What does nobody say? What territories are unclaimed? What audience needs or cultural tensions are being ignored? Be specific — I want gaps I can build a brand in, not vague observations. 3. Three audience mindsets Based on the research, identify three genuinely distinct types of people who might buy a premium dog food — not demographics, but mindsets. How do they think about feeding their dog, about pet ownership, about spending? What do they currently do instead? What would make them switch? Give each mindset a short name and 2-3 sentences of description. Make them meaningfully different from each other. 4. Three brand enemies Propose three beliefs, behaviours, or cultural norms that a new premium dog food brand could fight against. Not competitors — ways of thinking. Each enemy should be something real that exists in the culture, not a strawman. Give each a short name and 2-3 sentences explaining what it is and why it's worth fighting. 5. One cultural tension What single unresolved tension in the category gives a new brand permission to exist? Frame it as a contradiction people tolerate but shouldn't have to. Keep it to 2–3 sentences. Important: Write this as a working strategic document, not an essay. Keep each section tight — observations and implications, not commentary or editorialising. I'll be using this output as the input for my next set of prompts, so clarity and precision matter more than flair. --- [PASTE YOUR GEMINI DEEP RESEARCH OUTPUT HERE]

Step 05

Make four decisionsRole prompting

Work through these in order. For each one, assign Claude a role before you ask — this is role prompting. Same question, different expertise, different answer.

1 Pick your audience

Ask a cultural strategist for three distinct audience options. Review them, pick one. Claude will push back and ask you to justify it. Sit with it before you confirm.

H+Co ChatGPT

You are a senior brand strategist who has spent 15 years building challenger brands in competitive Australian FMCG categories. You understand how to turn an audience insight into a brand that actually connects. I'm building a new Australian premium dog food brand. From my research, I've chosen this audience mindset: [PASTE YOUR CHOSEN AUDIENCE MINDSET HERE] Expand on this audience. I need to understand: - Who is this person really? Not demographics — describe their worldview, their daily reality, how they think about what they consume. - What do they believe that most people in the category ignore? - What are they currently doing instead of buying a premium dog food? What's the substitute behaviour? - What would make them switch? What would a brand need to say or do or feel like to get their attention? Before confirming, push back. Offer one alternative I might not have considered. Ask me why this audience over the others. Keep the description grounded and recognisable. I should be able to picture a specific person, not a character in an essay. Aim for a paragraph per question, not a page.

2 Pick your enemy

Ask a brand strategist for three things this brand could position itself against. Not a competitor — an attitude, a behaviour, or a category cliche. Pick one.

H+Co ChatGPT

You are a brand strategist who thinks carefully about category conventions and the beliefs that sustain them. You understand that the best brand enemies are real patterns in the culture, not strawmen. I'm building a new Australian premium dog food brand. I've chosen this as my brand enemy — the belief or behaviour my brand is fighting against: [PASTE YOUR CHOSEN BRAND ENEMY HERE] Sharpen this enemy for me: - Why does this belief or behaviour exist? What sustains it? - Who benefits from it staying the way it is? - What would it actually look like to challenge it — not in advertising, but in how a brand behaves? - What's the risk of fighting this enemy? Where could it go wrong? Before confirming, push back. Suggest one reason this enemy might be wrong. Ask me to defend my choice. Keep it strategic and grounded. A paragraph per question is enough. I need to understand the enemy clearly, not read a manifesto about it.

3 Pick your tone

Three options only: irreverent, understated, or earnest. Ask Claude to make the case for each given your audience and enemy. Pick one.

Irreverent

Confident, slightly cheeky, willing to poke fun at the category. Doesn't take itself too seriously.

"Your vet's premium pick costs $90 a bag. We just made good food."

Understated

Quiet confidence. Says less, means more. Premium without performing it.

"Good food. Happy dog. That's it."

Earnest

Genuine, warm, direct. Believes in what it's doing without being preachy about it.

"We made this because we wanted something better for our dogs. We think you will too."

4 Pick your word

If this brand could own one word in the mind of the consumer, what would it be? Ask for three options with the logic behind each. Pick one.

These four decisions are where sixty people in the room become sixty different brands. Same brief, same tools — the decisions compound.

H+Co ChatGPT

I'm building a new Australian premium dog food brand. Here are the strategic decisions I've made so far: Audience: [PASTE YOUR CHOSEN AUDIENCE] Enemy: [PASTE YOUR CHOSEN ENEMY] Tone: [YOUR CHOICE: irreverent, understated, or earnest] Based on these decisions, propose five single words this brand could own in the customer's mind. Not taglines. Not phrases. Single words. For each word: - State the word - Write one sentence defending why it's the right word for this specific audience, against this specific enemy, in this specific tone The words should be genuinely different from each other — not five synonyms. I want range so I can make a real choice. Important: These words need to be commercially useful. A good brand word is one you could put on packaging, build a campaign around, and explain to a retailer in one sentence. Avoid abstract or conceptual words that sound interesting but don't connect to a real product experience. After I pick a word, push back. Tell me what's risky about it. Suggest one word I didn't ask for.

Step 06

Build your Brand Strategy document

Ask Claude to compile everything into a one-page Brand Strategy document — your audience, enemy, tone, one word, and the cultural tension the brand lives inside.

Paste it into your Google Doc.

H+Co ChatGPT

Before next Thursday

Your Google Doc is your record — make sure everything is in there
Set up your brand project folder in OpenWebUI
Full documentation is on its way — if you didn't finish something tonight, complete it before Session 2

Next week: naming, visual identity, and building an AI assistant that knows your brand inside out.

Techniques you used tonight

Technique	What it is
Prompt chaining	Using the output of one tool as the input for the next
Role prompting	Assigning Claude a role before asking — changes the angle of the answer

Step 01

Choose your category

Pick one of four product categories: Functional Drink, Dog Food, Sunscreen, or Trail Shoe.

Your brief

A daily-wear SPF50+ sunscreen. Australian-made. Lightweight formula. Three variants at launch (face, body, tinted).

Category: Suncare — one of the most trusted and most boring categories in Australian retail. Currently dominated by two extremes: pharmacy brands that feel like medical compliance, and beauty brands that treat sunscreen as skincare with SPF tacked on.

Competition: Cancer Council (trusted, institutional, duty-driven), Bondi Sands (lifestyle, beach, aspirational), Ultra Violette (beauty-first, premium, Gen Z), Banana Boat (family, fun, mass market). None of them talk to the person who wears sunscreen every day but doesn't want it to feel like either a chore or a beauty ritual.

The person: Wears sunscreen because they know they should. Doesn't need convincing about UV damage. But doesn't want sunscreen to be a whole thing — not a 12-step skincare routine, not a beach lifestyle, not a guilt trip from a cancer charity.

The occasion: 7:30am on a weekday. Getting ready for work. Sunscreen is the last step before keys and phone. Or: Saturday morning before taking the kids to sport. It should be as automatic as deodorant.

The tension: Every sunscreen brand either makes you feel guilty (health brands) or makes you feel like you need to be beautiful (beauty brands). Nobody just makes sunscreen for people who wear it every day because it's the smart thing to do.

The brief gives you the tension — your job is to resolve it.

Technique	What it does
Prompt chaining	One tool's output becomes the next tool's input — each step builds on the last
Role prompting	Assigning Claude a specific perspective or expertise before you ask your question

Step 02

Write your Personal Brief

Save it in your OpenWebUI system settings. Paste a copy into your Google Doc.

H+Co ChatGPT

Step 03

Launch your research

Open Gemini Deep Research and brief it to investigate your category — competitive landscape, white space, audience mindsets, cultural tensions, and what existing brands are getting wrong.

Select Deep Research from the Tools menu

Hit go.

This is prompt chaining — using the output of one tool as the input for the next. What Gemini finds becomes the raw material Claude works with in the next step.

Google Workspace

I need a comprehensive research report on the Australian suncare and sunscreen category. This is for a brand strategy project — I'm looking for strategic insight, not just a list of players. Please investigate three areas: 1. Competitive landscape Who are the key brands in the Australian sunscreen space? For each, I need: their positioning, their visual identity approach, the language they use, and the audience they're targeting. Pay attention to what they all say — and what none of them say. I'm looking for claimed territory and open whitespace. Include: Cancer Council, Bondi Sands, Ultra Violette, Banana Boat, La Roche-Posay (Australian presence), Hamilton, Invisible Zinc, and any emerging daily-wear SPF brands. Also look at relevant international brands that signal where the category is heading. 2. The cultural moment What's happening in Australian attitudes toward sun protection, daily SPF use, skin health, and the intersection of suncare and skincare right now? I need to understand the cultural tension — are people buying into the beauty-fication of sunscreen or getting tired of it? What's the mood? Look at consumer sentiment, media coverage, social conversation, and any relevant trend data. 3. Naming and visual conventions What naming patterns dominate the category? What's overused? What visual tropes appear on every shelf — colour palettes, typography styles, illustration vs photography, packaging formats? I want to know what the default looks like so we can avoid it. Organise your findings under these three headings. For each section, end with a short "so what" — the strategic implication of what you found.

Gemini generates a research plan and starts working

Step 04

Extract what mattersPrompt chaining

Ask for options, not conclusions. You're not asking Claude to make your strategy — you're asking it to surface possibilities. The decisions are yours.

Paste Claude's extraction into your Google Doc.

H+Co ChatGPT

You are a senior brand strategist at an independent Australian advertising agency. You specialise in finding whitespace in crowded categories. I ran a deep research sprint on the Australian suncare category. Below is the full research output. I need you to extract strategic insights from this research — not summarise it. Here's what I need: 1. Claimed territory What does every competitor in this category say? What are the recurring themes, messages, and positions? Identify the patterns — the things that are so common they've become wallpaper. 2. Whitespace What does nobody say? What territories are unclaimed? What audience needs or cultural tensions are being ignored? Be specific — I want gaps I can build a brand in, not vague observations. 3. Three audience mindsets Based on the research, identify three genuinely distinct types of people who might buy a sunscreen — not demographics, but mindsets. How do they think about sun protection, skincare, and daily habits? What do they currently do instead? What would make them switch? Give each mindset a short name and 2-3 sentences of description. Make them meaningfully different from each other. 4. Three brand enemies Propose three beliefs, behaviours, or cultural norms that a new sunscreen brand could fight against. Not competitors — ways of thinking. Each enemy should be something real that exists in the culture, not a strawman. Give each a short name and 2-3 sentences explaining what it is and why it's worth fighting. 5. One cultural tension What single unresolved tension in the category gives a new brand permission to exist? Frame it as a contradiction people tolerate but shouldn't have to. Keep it to 2–3 sentences. Important: Write this as a working strategic document, not an essay. Keep each section tight — observations and implications, not commentary or editorialising. I'll be using this output as the input for my next set of prompts, so clarity and precision matter more than flair. --- [PASTE YOUR GEMINI DEEP RESEARCH OUTPUT HERE]

Step 05

Make four decisionsRole prompting

Work through these in order. For each one, assign Claude a role before you ask — this is role prompting. Same question, different expertise, different answer.

1 Pick your audience

Ask a cultural strategist for three distinct audience options. Review them, pick one. Claude will push back and ask you to justify it. Sit with it before you confirm.

H+Co ChatGPT

You are a senior brand strategist who has spent 15 years building challenger brands in competitive Australian FMCG categories. You understand how to turn an audience insight into a brand that actually connects. I'm building a new Australian daily sunscreen brand. From my research, I've chosen this audience mindset: [PASTE YOUR CHOSEN AUDIENCE MINDSET HERE] Expand on this audience. I need to understand: - Who is this person really? Not demographics — describe their worldview, their daily reality, how they think about what they consume. - What do they believe that most people in the category ignore? - What are they currently doing instead of buying a daily sunscreen? What's the substitute behaviour? - What would make them switch? What would a brand need to say or do or feel like to get their attention? Before confirming, push back. Offer one alternative I might not have considered. Ask me why this audience over the others. Keep the description grounded and recognisable. I should be able to picture a specific person, not a character in an essay. Aim for a paragraph per question, not a page.

2 Pick your enemy

Ask a brand strategist for three things this brand could position itself against. Not a competitor — an attitude, a behaviour, or a category cliche. Pick one.

H+Co ChatGPT

You are a brand strategist who thinks carefully about category conventions and the beliefs that sustain them. You understand that the best brand enemies are real patterns in the culture, not strawmen. I'm building a new Australian daily sunscreen brand. I've chosen this as my brand enemy — the belief or behaviour my brand is fighting against: [PASTE YOUR CHOSEN BRAND ENEMY HERE] Sharpen this enemy for me: - Why does this belief or behaviour exist? What sustains it? - Who benefits from it staying the way it is? - What would it actually look like to challenge it — not in advertising, but in how a brand behaves? - What's the risk of fighting this enemy? Where could it go wrong? Before confirming, push back. Suggest one reason this enemy might be wrong. Ask me to defend my choice. Keep it strategic and grounded. A paragraph per question is enough. I need to understand the enemy clearly, not read a manifesto about it.

3 Pick your tone

Three options only: irreverent, understated, or earnest. Ask Claude to make the case for each given your audience and enemy. Pick one.

Irreverent

Confident, slightly cheeky, willing to poke fun at the category. Doesn't take itself too seriously.

"Your skincare routine has eleven steps. Ours has one."

Understated

Quiet confidence. Says less, means more. Premium without performing it.

"SPF50+. Every day. Done."

Earnest

Genuine, warm, direct. Believes in what it's doing without being preachy about it.

"We made this because sunscreen shouldn't feel like a sacrifice. We think you'll agree."

4 Pick your word

If this brand could own one word in the mind of the consumer, what would it be? Ask for three options with the logic behind each. Pick one.

These four decisions are where sixty people in the room become sixty different brands. Same brief, same tools — the decisions compound.

H+Co ChatGPT

I'm building a new Australian daily sunscreen brand. Here are the strategic decisions I've made so far: Audience: [PASTE YOUR CHOSEN AUDIENCE] Enemy: [PASTE YOUR CHOSEN ENEMY] Tone: [YOUR CHOICE: irreverent, understated, or earnest] Based on these decisions, propose five single words this brand could own in the customer's mind. Not taglines. Not phrases. Single words. For each word: - State the word - Write one sentence defending why it's the right word for this specific audience, against this specific enemy, in this specific tone The words should be genuinely different from each other — not five synonyms. I want range so I can make a real choice. Important: These words need to be commercially useful. A good brand word is one you could put on packaging, build a campaign around, and explain to a retailer in one sentence. Avoid abstract or conceptual words that sound interesting but don't connect to a real product experience. After I pick a word, push back. Tell me what's risky about it. Suggest one word I didn't ask for.

Step 06

Build your Brand Strategy document

Ask Claude to compile everything into a one-page Brand Strategy document — your audience, enemy, tone, one word, and the cultural tension the brand lives inside.

Paste it into your Google Doc.

H+Co ChatGPT

Before next Thursday

Your Google Doc is your record — make sure everything is in there
Set up your brand project folder in OpenWebUI
Full documentation is on its way — if you didn't finish something tonight, complete it before Session 2

Next week: naming, visual identity, and building an AI assistant that knows your brand inside out.

Techniques you used tonight

Technique	What it is
Prompt chaining	Using the output of one tool as the input for the next
Role prompting	Assigning Claude a role before asking — changes the angle of the answer

Step 01

Read your brief

Everyone is building the same product. Your job across four weeks is to find a territory that's yours.

Your brief

A single Australian-made sneaker. New brand. One silhouette at launch.

Category: Performance sneakers — a space where global brands dominate distribution and mindshare with trail-ready, gorpcore-crossover silhouettes. Currently split between mass-market runners from major athletic brands and a handful of specialist brands with cult followings. The whitespace is a brand that's local, considered, and community-rooted before it's commercial.

Competition: Salomon (ubiquitous, performance-first, gorpcore crossover), HOKA (maximalist, comfort, mainstream), Nike (brand leverage, style-led), New Balance (heritage cool, dad-shoe revival). None of them are Australian-made, and none of them talk to the person who's tired of seeing the same sneakers on every feed and every trail.

The person: Cares deeply about what's on their feet but doesn't need a brand to tell them they have taste. Notices what other people are wearing, moves between trail and street without thinking about it, and would rather discover a brand than be sold one. Values craft and locality over global scale.

The occasion: Saturday morning, 6am on a trail they know well enough to run alone. Or: Saturday night, the shoe someone asks about at the bar. Or: the forum post where someone asks "what are you actually wearing?" and the answer isn't Salomon.

The tension: Every sneaker brand either chases mass-market scale (Nike, Salomon, HOKA) or stays so niche it's hard to find. Nobody is building an Australian sneaker that's genuinely good, genuinely local, and moves between trail and street — without trying to be the next global brand.

The brief gives you the tension — your job is to resolve it.

Technique	What it does
Prompt chaining	One tool's output becomes the next tool's input — each step builds on the last
Role prompting	Assigning Claude a specific perspective or expertise before you ask your question

Step 02

Write your Personal Brief

Before you touch the brand, tell AI who you are. AI gives generic output because it doesn't know anything about you. Instead of filling in a template, you'll ask Claude to interview you.

Answer honestly — short answers are fine. When Claude produces your brief, push back and revise. Two or three rounds is normal.

H+Co ChatGPT

Step 03

Launch your research

Paste this prompt into Gemini Deep Research and hit go.

Select Deep Research from the Tools menu

Google Workspace

I need a comprehensive research report on the Australian sneaker market — specifically performance-oriented sneakers that cross over between trail running and street. Think Salomon XT-6 territory: gorpcore, outdoor performance, but worn everywhere. This is for a brand strategy project — I'm looking for strategic insight, not just a list of players. Please investigate three areas: 1. Competitive landscape Who are the key brands in the performance sneaker / trail-crossover space, with particular attention to the Australian market? For each, I need: their positioning, their visual identity approach, the language they use, and the audience they're targeting. Pay attention to what they all say — and what none of them say. I'm looking for claimed territory and open whitespace. Include: Salomon, HOKA, Nike, New Balance, On Running, ASICS, and any emerging Australian-made or independent sneaker brands. Also look at relevant gorpcore-adjacent brands and small-batch footwear makers that signal where the category is heading. 2. The cultural moment What's happening in sneaker culture, gorpcore, and the intersection of performance gear and fashion right now — particularly in Australia? I need to understand the cultural tension — are people buying into mass-market performance brands or looking for alternatives? What's the mood in sneaker communities, gear forums, and outdoor culture? Look at consumer sentiment, media coverage, social conversation, and any relevant trend data. 3. Naming and visual conventions What naming patterns dominate the performance sneaker category? What's overused? What visual tropes appear on every brand — colour palettes, typography styles, photography approaches, packaging formats? I want to know what the default looks like so we can avoid it. Organise your findings under these three headings. For each section, end with a short "so what" — the strategic implication of what you found.

Gemini generates a research plan and starts working

Step 04

Extract insights from your researchPrompt chaining

Take the entire Gemini output and paste it into Claude. This is prompt chaining — one tool's output becomes the next tool's input.

You should now have three audience options, three enemy options, and one cultural tension. These are your starting point for the decisions below.

H+Co ChatGPT

You are a senior brand strategist at an independent Australian advertising agency. You specialise in finding whitespace in crowded categories. I ran a deep research sprint on the Australian performance sneaker market and gorpcore movement. Below is the full research output. I need you to extract strategic insights from this research — not summarise it. Here's what I need: 1. Claimed territory What does every competitor in this category say? What are the recurring themes, messages, and positions? Identify the patterns — the things that are so common they've become wallpaper. 2. Whitespace What does nobody say? What territories are unclaimed? What audience needs or cultural tensions are being ignored? Be specific — I want gaps I can build a brand in, not vague observations. 3. Three audience mindsets Based on the research, identify three genuinely distinct types of people who might buy an Australian-made sneaker — not demographics, but mindsets. How do they think about gear, about running, about what they put on their feet? What do they currently do instead? What would make them switch? Give each mindset a short name and 2-3 sentences of description. Make them meaningfully different from each other. 4. Three brand enemies Propose three beliefs, behaviours, or cultural norms that a new Australian sneaker brand could fight against. Not competitors — ways of thinking. Each enemy should be something real that exists in the culture, not a strawman. Give each a short name and 2-3 sentences explaining what it is and why it's worth fighting. 5. One cultural tension What single unresolved tension in the category gives a new brand permission to exist? Frame it as a contradiction people tolerate but shouldn't have to. Keep it to 2–3 sentences. Important: Write this as a working strategic document, not an essay. Keep each section tight — observations and implications, not commentary or editorialising. I'll be using this output as the input for my next set of prompts, so clarity and precision matter more than flair. --- [PASTE YOUR GEMINI DEEP RESEARCH OUTPUT HERE]

Step 05

Make your choicesRole prompting

Four decisions. Each one makes your brand different from everyone else's. Each prompt gives Claude a different role — that's role prompting.

1 Pick your audience

Pick the audience mindset that resonates most, then expand on it.

H+Co ChatGPT

You are a senior brand strategist who has spent 15 years building challenger brands in competitive Australian markets. You understand how to turn an audience insight into a brand that actually connects. I'm building a new Australian sneaker brand. From my research, I've chosen this audience mindset: [PASTE YOUR CHOSEN AUDIENCE MINDSET HERE] Expand on this audience. I need to understand: - Who is this person really? Not demographics — describe their worldview, their daily reality, how they think about what they consume. - What do they believe that most people in the category ignore? - What are they currently doing instead of buying an Australian sneaker? What's the substitute behaviour? - What would make them switch? What would a brand need to say or do or feel like to get their attention? Before confirming, push back. Offer one alternative I might not have considered. Ask me why this audience over the others. Keep the description grounded and recognisable. I should be able to picture a specific person, not a character in an essay. Aim for a paragraph per question, not a page.

2 Pick your enemy

Pick the brand enemy your brand will fight — not a competitor, a belief or behaviour.

H+Co ChatGPT

You are a brand strategist who thinks carefully about category conventions and the beliefs that sustain them. You understand that the best brand enemies are real patterns in the culture, not strawmen. I'm building a new Australian sneaker brand. I've chosen this as my brand enemy — the belief or behaviour my brand is fighting against: [PASTE YOUR CHOSEN BRAND ENEMY HERE] Sharpen this enemy for me: - Why does this belief or behaviour exist? What sustains it? - Who benefits from it staying the way it is? - What would it actually look like to challenge it — not in advertising, but in how a brand behaves? - What's the risk of fighting this enemy? Where could it go wrong? Before confirming, push back. Suggest one reason this enemy might be wrong. Ask me to defend my choice. Keep it strategic and grounded. A paragraph per question is enough. I need to understand the enemy clearly, not read a manifesto about it.

3 Pick your tone

No prompt needed. Pick one of three.

Write it down. This filters everything that follows.

Irreverent

Confident, slightly cheeky, willing to poke fun at the category. Doesn't take itself too seriously.

"Everyone's wearing Salomons. You noticed."

Understated

Quiet confidence. Says less, means more. Premium without performing it.

"Made here. Runs there. That's it."

Earnest

Genuine, warm, direct. Believes in what it's doing without being preachy about it.

"We made this because we wanted a sneaker worth caring about. We think you will too."

4 Pick your word

If your brand could own one word in the customer's mind, what would it be?

Pick one word. Then write one sentence defending your choice — in your own words, not AI-generated.

H+Co ChatGPT

I'm building a new Australian sneaker brand. Here are the strategic decisions I've made so far: Audience: [PASTE YOUR CHOSEN AUDIENCE] Enemy: [PASTE YOUR CHOSEN ENEMY] Tone: [YOUR CHOICE: irreverent, understated, or earnest] Based on these decisions, propose five single words this brand could own in the customer's mind. Not taglines. Not phrases. Single words. For each word: - State the word - Write one sentence defending why it's the right word for this specific audience, against this specific enemy, in this specific tone The words should be genuinely different from each other — not five synonyms. I want range so I can make a real choice. Important: These words need to be commercially useful. A good brand word is one you could put on packaging, build a campaign around, and explain to a retailer in one sentence. Avoid abstract or conceptual words that sound interesting but don't connect to a real product experience. After I pick a word, push back. Tell me what's risky about it. Suggest one word I didn't ask for.

Compile your Brand Strategy

Pull everything together into a single-page document.

Revise anything that doesn't feel right. This document is the input for Session 2.

H+Co ChatGPT

Techniques you learned tonight

Technique	What it does	When to use it
Prompt chaining	One tool's output becomes the next tool's input — each step builds on the last	Research sprints, multi-stage workflows, any task where the output of one step informs the next
Role prompting	Assigning Claude a specific perspective or expertise before you ask your question	Interrogating briefs, getting expert-angle feedback, pressure-testing ideas from different perspectives

Next week

Session 2: Naming, Brand Bible, and Brand Assistant

You'll explore naming with three different prompting techniques, land on a name, distil everything into a Brand Bible, and build a working AI assistant that knows your brand inside out.

Didn't finish everything? No worries. Full documentation is provided so you can complete anything before next Thursday. The next session doesn't require tonight to be 100% complete — but your deliverables will make it much smoother.

Deep research, strategy and naming

Thursday 12 March

What you leave with tonight

Brand Bible

A one-page strategy document and a system prompt that makes AI speak in the brand's voice. The reference and the behaviour layer for everything you build from here.

Brand name

Stress-tested across three models, checked for domain and trademark viability.

Visual identity brief

Colour palette (hex codes), type direction, and visual feeling. A brief an image generation tool can act on directly.

Directional logo mark

A starting-point logo generated through prompt iteration in Nano Banana Pro.

Before you start

Last week's prompts gave Claude roles but no constraints on format, tone, or length. The outputs read well but were unusable for briefing — too theatrical, too long, too vague. When each step's output fed the next, the drift compounded.

Every prompt tonight fixes that with three things:

A format constraint (table, list, specific sections)
A tone instruction (plain language, no editorialising)
A hard length cap (specific word counts, not "keep it concise")

The gap between good output and usable output is almost always constraints. Watch for it tonight.

Technique	What it does
Multi-model comparison	Same prompt sent to multiple models at once. The variable is the model, not the technique
Few-shot prompting	Providing examples of quality and format before asking. Output matches a standard
Meta-prompting	Using AI to write the prompt that then briefs AI. Each layer of translation is meta-prompting

Step 01

Build your Brand Bible

Optional. If your Session 1 Brand Strategy is clean and usable, skip to Step 2. If it drifted into essay territory, this gets you to a tight starting point.

Open a new conversation in H+Co ChatGPT. Paste your product category brief (Session 1 Step 1) and your research extraction (Session 1 Step 4). Do not paste the Brand Strategy — we're synthesising fresh from the source material.

One prompt in, one Brand Bible out. Review after and edit anything that doesn't match the decisions you made last week.

H+Co ChatGPT

I'm building a new brand. Below are two inputs: my product category brief, and the research extraction from a deep research sprint on this category. Read both carefully. Based on the research, identify the strongest strategic position for this brand and write a Brand Bible using the exact structure and constraints below. **Brand Bible structure:** 1. **Brand name:** [leave blank — we'll name the brand in the next step] 2. **Product:** What this product is. 30 words max. 3. **The person:** Who this brand is for. Not demographics. A mindset, a worldview, a way of moving through the category. 80 words max. 4. **The enemy:** The specific cultural behaviour this brand is against. Not a competitor. A way of thinking or acting that the category perpetuates. 40 words max. 5. **The tone:** A table with two columns: "Sounds like" and "Never sounds like." Three entries per column. Five words max per entry. 6. **The word:** One word the brand owns. Plus one sentence defending it, 15 words max. 7. **The tension:** The unresolved contradiction in the category that gives this brand permission to exist. Two sentences max. 8. **Category context:** 3-4 research findings that support this strategic position. One sentence each. **Rules:** - Total document: 350 words max - Plain language throughout. No editorialising, no poetry, no manifestos - Every sentence must be useful for briefing a designer, a copywriter, or an AI - Make sharp choices. If the research supports multiple positions, pick the strongest one --- **Product category brief:** [PASTE YOUR PRODUCT BRIEF FROM SESSION 1 STEP 1] --- **Research extraction:** [PASTE YOUR RESEARCH EXTRACTION FROM SESSION 1 STEP 4]

Step 02

Name your brandMulti-model comparison

OpenWebUI lets you activate multiple models in one conversation. For naming, activate all three:

Gemini Pro 3.1 Thinking
ChatGPT 5.4 Thinking
Claude Sonnet Thinking

One prompt, three lists back simultaneously. The variable is the model, not the technique.

H+Co ChatGPT — multi-model

I'm naming a new Australian brand. Here is the Brand Bible: [PASTE YOUR BRAND BIBLE] Generate 10 name options for this brand. Follow these rules exactly: **Name rules:** - One or two words only - No puns, no portmanteaus, no made-up compound words - Must work as a URL (check that it's plausible as a .com or .com.au) - Must be easy to say out loud in conversation - Should feel like it belongs in the brand's tone **Format:** Numbered list. Each entry: the name, then a one-line explanation of why it fits (12 words max). Nothing else. **Reference examples** (these are not suggestions, they set the standard for what a good brand name looks like): - **Aesop** — a storyteller's name for a brand built on intellectual substance - **Hims** — casual, direct, gendered, feels like how the audience actually talks - **Liquid Death** — provocative, category-breaking, impossible to ignore on shelf Match that calibre. Names that sound like they already exist in the world, not like they were generated.

Read all three lists. Look for names that stand out across models, or one name that's clearly strongest.

Pick your top 3, then stress-test them. Pick your name after the stress test.

Paste the multi-model comparison and stress test into your Google Doc.

H+Co ChatGPT

Stress-test these three brand names against my Brand Bible: [PASTE YOUR BRAND BIBLE] Names to test: 1. [NAME 1] 2. [NAME 2] 3. [NAME 3] For each name, fill in this table: | Criteria | Name 1 | Name 2 | Name 3 | |----------|--------|--------|--------| | Says out loud naturally? (yes/no + note) | | | | | Works as a URL? (.com / .com.au availability) | | | | | Fits the tone? (yes/no + why in 10 words) | | | | | Distinct from competitors? (yes/no + closest competitor name) | | | | | Could work on packaging? (yes/no + note) | | | | | Risk or downside? (one sentence) | | | | After the table, recommend one name with a single sentence explaining why. No editorialising. Just the table and the recommendation.

Step 03

Update your Brand Bible

Add your chosen name and a one-line brand descriptor (what the brand is in plain language, 10 words max) to the Brand Bible.

Update the knowledge document in your brand project folder with the completed Brand Bible.

Step 04

Build your Brand AssistantMeta-prompting

Open a new conversation inside your brand project folder. The Brand Bible is already loaded as folder knowledge — no pasting needed.

Ask Claude to read the folder knowledge and write a system prompt for a brand assistant. This is meta-prompting: using AI to write the instructions that govern AI. Read the output, adjust if needed, then set it as the folder's system prompt.

H+Co ChatGPT — inside brand folder

Read the Brand Bible in this folder's knowledge. Based on it, write a system prompt for a Brand Assistant. The system prompt should make any AI behave as if it works for this brand. It needs to cover: 1. **Role:** One sentence. Who this assistant is and what it does. 2. **Brand voice:** How it writes. Pull directly from the tone table in the Brand Bible. Include specific dos and don'ts. 3. **Audience awareness:** Who the brand talks to. How this affects language, references, and assumed knowledge. 4. **The enemy:** What the brand is against. The assistant should be able to flag when something drifts toward the enemy's territory. 5. **Guard rails:** 3-4 rules the assistant follows. Things like: never use jargon from [category], always refer to the product as [name], never sound like [competitor trait]. 6. **Quality check:** When asked to review copy or concepts, the assistant checks against the Brand Bible and flags anything off-brand with a specific reason. **Rules:** - 300 words max - Written as direct instructions to an AI (e.g. "You are...", "Always...", "Never...") - Plain language. No brand poetry - Every instruction must be actionable, not aspirational

Step 05

Write your visual identity briefMeta-prompting

Stay inside your brand folder. Claude has the Brand Bible through folder knowledge and the Brand Assistant is shaping responses. This is meta-prompting again: the Brand Bible briefs Claude, Claude writes a visual brief, and that brief directs an image tool. Each layer translates for the next.

Paste the visual identity brief into your Google Doc.

H+Co ChatGPT — inside brand folder

Using the Brand Bible in this folder's knowledge, write a visual identity brief for this brand. **Sections:** 1. **Colour palette:** 4-5 colours. For each: hex code, colour name, and where it's used (e.g. "primary background", "accent for CTAs", "packaging highlight"). Present as a table. 2. **Typography direction:** Describe the type feeling in 2-3 sentences. Not font names (the image tool can't use specific fonts). Instead describe weight, shape, spacing, and personality. Example: "Heavy, condensed, uppercase headlines. Feels industrial, not corporate. Body text is clean and mid-weight with generous spacing." 3. **Visual feeling:** 5 descriptive phrases that capture the brand's visual world. Not adjectives alone. Describe scenes, textures, light quality, spatial feeling. Example: "Morning light through a kitchen window", "Matte surfaces, nothing shiny", "Negative space that feels intentional, not empty." 4. **Photography direction:** If the brand uses photography, describe the style in 3-4 sentences. Camera distance, depth of field, colour grading, subject matter, what's never shown. 5. **What this brand never looks like:** 3-4 specific visual traits to avoid. Be concrete. Example: "Never uses gradients", "No lifestyle photography with models laughing at salad", "Never uses more than two colours in one composition." **Rules:** - Total: 250 words max - Every description must be specific enough for an image generation tool to act on - Plain language. No subjective art-speak ("evocative", "resonant", "elevated") - Hex codes must be real and usable

Step 06

Generate a directional logo

Open Nano Banana Pro in H+Co ChatGPT. This generates images conversationally — describe what you want, get an image back.

Your logo is directional, not final. Look at what comes back from the first prompt, pick the closest direction, and iterate with the second prompt. 2-3 rounds is normal.

Save your best logo to your Google Doc.

Nano Banana Pro

Design a logo for a brand called [YOUR BRAND NAME]. **Brand context:** - Product: [ONE LINE FROM YOUR BRAND BIBLE — what the product is] - Tone: [PASTE THE "SOUNDS LIKE" COLUMN FROM YOUR TONE TABLE] - Visual feeling: [PASTE 2-3 PHRASES FROM YOUR VISUAL IDENTITY BRIEF] **Logo requirements:** - Wordmark, monogram, or symbol. Pick one approach - Flat design, no gradients, no 3D effects - Must work at small scale (app icon, packaging label) - Colour palette: [PASTE YOUR PRIMARY AND SECONDARY HEX CODES] - Background: white or [YOUR BRAND'S BACKGROUND COLOUR] **Style reference:** Clean, considered, modern. Think Aesop, Muji, or Reigning Champ. Not decorative. Not loud. Show me three variations.

Nano Banana Pro

Version [X] is closest. Keep that direction but: - [SPECIFIC CHANGE — e.g. "make the letterforms heavier", "simplify the symbol", "try it without the icon"] - [SPECIFIC CHANGE] Show me two variations.

Before next Thursday

Your Google Doc should contain: Brand Bible, naming comparison, stress test, visual identity brief, and directional logo
Your brand folder in H+Co ChatGPT should have: the Brand Bible as folder knowledge, the Brand Assistant as folder system prompt
If you didn't finish something tonight, the documentation above has everything you need to complete it before Session 3

Next week: campaign production. You'll create a product or packaging mockup and an OOH execution, with the Brand Assistant governing every brief.

Techniques you used tonight

Technique	What it is
Multi-model comparison	Same prompt sent to multiple models simultaneously. Compare outputs to find the strongest result
Few-shot prompting	Providing reference examples (Aesop, Hims, Liquid Death) to set a quality standard before asking
Meta-prompting	Using AI to write the brief that then briefs AI. Brand Bible becomes system prompt becomes visual brief

Before you start

Every prompt tonight fixes that with three things:

A format constraint (table, list, specific sections)
A tone instruction (plain language, no editorialising)
A hard length cap (specific word counts, not "keep it concise")

The gap between good output and usable output is almost always constraints. Watch for it tonight.

Technique	What it does
Multi-model comparison	Same prompt sent to multiple models at once. The variable is the model, not the technique
Few-shot prompting	Providing examples of quality and format before asking. Output matches a standard
Meta-prompting	Using AI to write the prompt that then briefs AI. Each layer of translation is meta-prompting

Step 01

Build your Brand Bible

Optional. If your Session 1 Brand Strategy is clean and usable, skip to Step 2. If it drifted into essay territory, this gets you to a tight starting point.

One prompt in, one Brand Bible out. Review after and edit anything that doesn't match the decisions you made last week.

H+Co ChatGPT

Step 02

Name your brandMulti-model comparison

OpenWebUI lets you activate multiple models in one conversation. For naming, activate all three:

Gemini Pro 3.1 Thinking
ChatGPT 5.4 Thinking
Claude Sonnet Thinking

One prompt, three lists back simultaneously. The variable is the model, not the technique.

H+Co ChatGPT — multi-model

Read all three lists. Look for names that stand out across models, or one name that's clearly strongest.

Pick your top 3, then stress-test them. Pick your name after the stress test.

Paste the multi-model comparison and stress test into your Google Doc.

H+Co ChatGPT

Step 03

Update your Brand Bible

Add your chosen name and a one-line brand descriptor (what the brand is in plain language, 10 words max) to the Brand Bible.

Update the knowledge document in your brand project folder with the completed Brand Bible.

Step 04

Build your Brand AssistantMeta-prompting

Open a new conversation inside your brand project folder. The Brand Bible is already loaded as folder knowledge — no pasting needed.

H+Co ChatGPT — inside brand folder

Step 05

Write your visual identity briefMeta-prompting

Paste the visual identity brief into your Google Doc.

H+Co ChatGPT — inside brand folder

Step 06

Generate a directional logo

Open Nano Banana Pro in H+Co ChatGPT. This generates images conversationally — describe what you want, get an image back.

Your logo is directional, not final. Look at what comes back from the first prompt, pick the closest direction, and iterate with the second prompt. 2-3 rounds is normal.

Save your best logo to your Google Doc.

Nano Banana Pro

Before next Thursday

Your Google Doc should contain: Brand Bible, naming comparison, stress test, visual identity brief, and directional logo
Your brand folder in H+Co ChatGPT should have: the Brand Bible as folder knowledge, the Brand Assistant as folder system prompt
If you didn't finish something tonight, the documentation above has everything you need to complete it before Session 3

Next week: campaign production. You'll create a product or packaging mockup and an OOH execution, with the Brand Assistant governing every brief.

Techniques you used tonight

Technique	What it is
Multi-model comparison	Same prompt sent to multiple models simultaneously. Compare outputs to find the strongest result
Few-shot prompting	Providing reference examples (Aesop, Hims, Liquid Death) to set a quality standard before asking
Meta-prompting	Using AI to write the brief that then briefs AI. Brand Bible becomes system prompt becomes visual brief

Before you start

Every prompt tonight fixes that with three things:

A format constraint (table, list, specific sections)
A tone instruction (plain language, no editorialising)
A hard length cap (specific word counts, not "keep it concise")

The gap between good output and usable output is almost always constraints. Watch for it tonight.

Technique	What it does
Multi-model comparison	Same prompt sent to multiple models at once. The variable is the model, not the technique
Few-shot prompting	Providing examples of quality and format before asking. Output matches a standard
Meta-prompting	Using AI to write the prompt that then briefs AI. Each layer of translation is meta-prompting

Step 01

Build your Brand Bible

Optional. If your Session 1 Brand Strategy is clean and usable, skip to Step 2. If it drifted into essay territory, this gets you to a tight starting point.

One prompt in, one Brand Bible out. Review after and edit anything that doesn't match the decisions you made last week.

H+Co ChatGPT

Step 02

Name your brandMulti-model comparison

OpenWebUI lets you activate multiple models in one conversation. For naming, activate all three:

Gemini Pro 3.1 Thinking
ChatGPT 5.4 Thinking
Claude Sonnet Thinking

One prompt, three lists back simultaneously. The variable is the model, not the technique.

H+Co ChatGPT — multi-model

Read all three lists. Look for names that stand out across models, or one name that's clearly strongest.

Pick your top 3, then stress-test them. Pick your name after the stress test.

Paste the multi-model comparison and stress test into your Google Doc.

H+Co ChatGPT

Step 03

Update your Brand Bible

Add your chosen name and a one-line brand descriptor (what the brand is in plain language, 10 words max) to the Brand Bible.

Update the knowledge document in your brand project folder with the completed Brand Bible.

Step 04

Build your Brand AssistantMeta-prompting

Open a new conversation inside your brand project folder. The Brand Bible is already loaded as folder knowledge — no pasting needed.

H+Co ChatGPT — inside brand folder

Step 05

Write your visual identity briefMeta-prompting

Paste the visual identity brief into your Google Doc.

H+Co ChatGPT — inside brand folder

Step 06

Generate a directional logo

Open Nano Banana Pro in H+Co ChatGPT. This generates images conversationally — describe what you want, get an image back.

Your logo is directional, not final. Look at what comes back from the first prompt, pick the closest direction, and iterate with the second prompt. 2-3 rounds is normal.

Save your best logo to your Google Doc.

Nano Banana Pro

Before next Thursday

Your Google Doc should contain: Brand Bible, naming comparison, stress test, visual identity brief, and directional logo
Your brand folder in H+Co ChatGPT should have: the Brand Bible as folder knowledge, the Brand Assistant as folder system prompt
If you didn't finish something tonight, the documentation above has everything you need to complete it before Session 3

Next week: campaign production. You'll create a product or packaging mockup and an OOH execution, with the Brand Assistant governing every brief.

Techniques you used tonight

Technique	What it is
Multi-model comparison	Same prompt sent to multiple models simultaneously. Compare outputs to find the strongest result
Few-shot prompting	Providing reference examples (Aesop, Hims, Liquid Death) to set a quality standard before asking
Meta-prompting	Using AI to write the brief that then briefs AI. Brand Bible becomes system prompt becomes visual brief

Before you start

Every prompt tonight fixes that with three things:

A format constraint (table, list, specific sections)
A tone instruction (plain language, no editorialising)
A hard length cap (specific word counts, not "keep it concise")

The gap between good output and usable output is almost always constraints. Watch for it tonight.

Technique	What it does
Multi-model comparison	Same prompt sent to multiple models at once. The variable is the model, not the technique
Few-shot prompting	Providing examples of quality and format before asking. Output matches a standard
Meta-prompting	Using AI to write the prompt that then briefs AI. Each layer of translation is meta-prompting

Step 01

Build your Brand Bible

Optional. If your Session 1 Brand Strategy is clean and usable, skip to Step 2. If it drifted into essay territory, this gets you to a tight starting point.

One prompt in, one Brand Bible out. Review after and edit anything that doesn't match the decisions you made last week.

H+Co ChatGPT

Step 02

Name your brandMulti-model comparison

OpenWebUI lets you activate multiple models in one conversation. For naming, activate all three:

Gemini Pro 3.1 Thinking
ChatGPT 5.4 Thinking
Claude Sonnet Thinking

One prompt, three lists back simultaneously. The variable is the model, not the technique.

H+Co ChatGPT — multi-model

Read all three lists. Look for names that stand out across models, or one name that's clearly strongest.

Pick your top 3, then stress-test them. Pick your name after the stress test.

Paste the multi-model comparison and stress test into your Google Doc.

H+Co ChatGPT

Step 03

Update your Brand Bible

Add your chosen name and a one-line brand descriptor (what the brand is in plain language, 10 words max) to the Brand Bible.

Update the knowledge document in your brand project folder with the completed Brand Bible.

Step 04

Build your Brand AssistantMeta-prompting

Open a new conversation inside your brand project folder. The Brand Bible is already loaded as folder knowledge — no pasting needed.

H+Co ChatGPT — inside brand folder

Step 05

Write your visual identity briefMeta-prompting

Paste the visual identity brief into your Google Doc.

H+Co ChatGPT — inside brand folder

Step 06

Generate a directional logo

Open Nano Banana Pro in H+Co ChatGPT. This generates images conversationally — describe what you want, get an image back.

Your logo is directional, not final. Look at what comes back from the first prompt, pick the closest direction, and iterate with the second prompt. 2-3 rounds is normal.

Save your best logo to your Google Doc.

Nano Banana Pro

Before next Thursday

Your Google Doc should contain: Brand Bible, naming comparison, stress test, visual identity brief, and directional logo
Your brand folder in H+Co ChatGPT should have: the Brand Bible as folder knowledge, the Brand Assistant as folder system prompt
If you didn't finish something tonight, the documentation above has everything you need to complete it before Session 3

Next week: campaign production. You'll create a product or packaging mockup and an OOH execution, with the Brand Assistant governing every brief.

Techniques you used tonight

Technique	What it is
Multi-model comparison	Same prompt sent to multiple models simultaneously. Compare outputs to find the strongest result
Few-shot prompting	Providing reference examples (Aesop, Hims, Liquid Death) to set a quality standard before asking
Meta-prompting	Using AI to write the brief that then briefs AI. Brand Bible becomes system prompt becomes visual brief

Next week

Session 3: Campaign Production

You'll produce two finished campaign assets, a product or packaging mockup and an OOH execution, through a Claude-to-image workflow governed by your Brand Assistant.

Brand assistant and campaign assets

Thursday 19 March

By this stage, everyone has built a custom AI brand assistant that knows their brand inside out. Using it, they generate the visual identity and create packaging and out-of-home executions.

Real work use

Build AI assistants for real clients

Every asset aligns to your brand

Presentation-quality imagery

Not just for designers

They leave with

Brand assistant Brand bible Packaging mockup OOH execution

Brand film and live website

Thursday 26 March

Everyone learns a prompt-to-video workflow and creates a short brand film from nothing. Then they build and publish a real website using AI, creating things they never thought possible. Everyone finishes with a live URL.

Real work use

Create videos from prompts

Make websites and tools with AI

Prototype ideas in 30 minutes

Know when AI can help and when it can't

They leave with

Brand film Live product website