What lives in employer onboarding vs the lightweight employee Brand Builder — and the justification for each.
The employer configures brand + guardrails once; employees inherit that context so their onboarding stays minimal (time-to-first-value is the priority). Configuration lives on the employer side and stays editable after onboarding. Every employer answer either removes or pre-fills an employee question.
| Brand Camp / config item | Side | Justification |
|---|---|---|
| Target Audience (business ICP), Competition, Features + Benefits, Position, Tagline, company tone range, company Why | Employer | Company decisions; heavy / market-level. Competition, tagline, and features are cut from the employee flow entirely. |
| “Who You’re Speaking To” (was “Target Audience”) | Employee | Relabeled and demoted to a pre-filled one-tap confirm, populated from the employer’s ICP + pillars — removes a full employee module. |
| Difference — personal wins & stories | Employee | Only the person can answer; this is the story engine (D1 depth of capture). |
| Personality — personal flavor | Employee | Personal voice within the employer’s tone range → the range pre-fills the choices. |
| Personal pitch (Position — personal) | Employee | The individual’s content compass. |
| Personal Why | Post-onboarding | Adds authenticity but isn’t needed for first value; lands later in the voice profile. |
| Content pillars, off-limits topics, guardrails / compliance, banned words, sensitivity / PII, approval policy, brand-guidelines doc | Employer | The operator’s core concern (D2/D3). System enforces + guides the employee; approval policy = enforce-and-guide (default) vs human-in-loop. |
Story intake is the hero (D1); the private story vault is visualized (D3).
Two phases; ends by showing the privacy boundary + a guardrail-regeneration preview.
Phase 1 · Brand foundation
Phase 2 · Guardrails & config
Employer: the workspace already edits brand voice and flips guardrails reactively (regenerating the queue). Onboarding only seeds these. Employee: re-enters the Brand Builder to add context over time; the personal Why lands here.