Collect people’s input and existing research. Compare selected evidence with your approved brand and review what aligns, diverges or remains undefined.
Who do you believe your customers are? Capture your team’s assumptions about their needs, values and choices—then make clear what you still need to verify.
A persona is a hypothesis, not a customer fact. Start with a new persona or a customer group you already have in mind. Give your team a shared set of questions before treating that picture as truth.
Example / internal hypothesis
Alex, 34 · Operations manager
What matters when Alex chooses a supplier?
Confidence that delivery will be reliable
Clear answers when something changes
A partner who understands the work
Illustrative assumptions—not research findings.
Move beyond a name and an age.
Explore needs, values, choice criteria, channels, objections and brand perception. Rate values on a six-point scale, or say “Not sure”.
One study. Up to three perspectives.
Name one to three personas. Each gets its own question section, so your team can describe the person they have in mind without needing an approved Audience first.
Keep the unknowns visible.
Capture what you believe and what needs checking. Persona answers stay internal hypotheses; they do not create or approve Audience content. External research and dedicated persona comparison are not part of the current Persona study.
The study method
Collect. Compare. Decide.
For research and survey studies, bring the material you have alongside the brand you have approved. Findings are a starting point for review, not a new source of truth.
01Collect
Ask customers, employees or leadership. Bring in research you already own and choose the material to compare.
02Compare
See evidence-backed findings next to a snapshot of your approved brand, with sources you can review.
03Decide
Review what matters. Keep findings for later, dismiss them or send supported proposals to Brandspace as drafts.
Collect
Start with what people know.
Ask people
Use a survey template or your own questions. Lists, scales and tone sliders capture different kinds of input, with an explicit “I don’t know” when people are unsure.
Answers save automatically. People can pause and return using the same link. Preview and Test let you try a survey without saving respondent data.
Bring existing research
PDFs, reports and earlier studies can become research evidence. Keep the source attached so findings can be checked against the material behind them.
Choose what goes into a comparison. Uploading material does not make it approved brand content.
Use your connected AI tools
A connected AI client can contribute text research with provenance for later human review.
It cannot run a comparison, approve findings or rewrite your brand. Evidence enters the study, not your approved foundation.
Brandspace Foundation
One person. One link. A foundation to review.
Starting a new Brandspace? Send one senior stakeholder a Foundation survey. Their existing material and answers bring the first picture together, without inventing a strategy.
01Your company
02Where you’re going
03Customers & market
04Why you win
05How you communicate
Bring the material
An optional website and up to 20 files, 50 MB each. Brand guidelines and a brand book are not automatically research: a manager can send official documents to Imports for review, and research to the study.
Answer at your own pace
Five sections, then a review and one submission. Answers autosave so the stakeholder can take a break and return.
Review the foundation
“Not defined yet” remains a gap. Conflicts between documents and answers are surfaced, not settled automatically. Human approval is still required.
Compare
Five signals. Not a verdict.
Brandblanks looks for relationships between your approved context and the evidence you selected.
Alignment
People see the brand the way you have defined it.
Divergence
People see something different from what you intend.
Gap
The evidence raises something your approved brand has not defined.
Disconnect
What you say and what people experience do not match.
Evidence
Research supports what you already stand for.
An example
Intention meets experience.
Expertise
What Acme wants to be known for
Delivery
What customers mention most
Acme · Customer researchNeeds review
Our intended position
The engineering partner that keeps production lines running, known for technical advice.
What the research suggests
Delivery speed and price come up repeatedly. Technical advice is rarely mentioned.
The decision stays with you
Review the evidence before deciding whether your approved position should change.
Illustrative example. Acme and its research are fictional.
Decide
AI proposes. People decide.
Inside Brandblanks, AI can suggest evidence-backed interpretations. It cannot establish brand truth or invent an unsupported position.
01Review the finding and its sources.
02Send a supported proposal as a draft, or leave it out.
03Approve saved content through Brandspace’s normal review.
Nothing changes your approved brand until someone approves it.
Included in Connected
Build on what you learn.
Brandblanks is part of Connected, alongside the capabilities in Intelligence, Connected Sources and governed AI draft write-back. It is not a separate add-on.
