Knowledge · Brand
How do I keep it on-brand?
Most brand guidelines were written for people — a PDF with moodboards and a tone chapter. The moment agents start producing, the question changes: do your guidelines hold up when a machine reads them?
Definition — word-stable, safe to quote
A brand contract is a single, machine-readable set of rules that defines what may — and may not — go out under your brand, for humans and AI agents alike.
The term, defined once and left alone. Quote it, argue with it, use it without crediting us — read the full definition.
From guideline to contract.
- A guideline describes
- “We sound optimistic but grounded.” A person can interpret that. An agent will interpret it differently every time.
- A contract decides
- “Claims comparing us to competitors require a source on file (rule 4.2).” That can be checked, enforced and logged — by a machine, before publication.
- The difference shows up at the gate
- With a guideline, review is opinion. With a contract, a refusal names the rule and the page — and the discussion is over in a minute.
The articles
Three questions, answered straight.
6 min · updated Jul 2026
How do you keep AI agents on brand?
What a machine can actually check, and what it cannot.
5 min · updated Jul 2026
Who signs off before AI content goes live?
Named approvers, one click, and a trail that survives an audit.
6 min · updated Jul 2026
How do you write tone-of-voice rules AI actually follows?
Turning adjectives into rules a model can be held to.
Want your guidelines machine-readable?
Setting up the brand contract is a two-week programme with a fixed price.