Business and brand
The handful of things you tell QuQi once — what you sell, who to, in what voice, in what colours — and everything downstream that reads them.
This is the shortest page in the documentation with the biggest effect. Almost nothing QuQi makes is written from scratch: it is written from your business description, your audiences, your competitors and your brand kit. Get those four right and everything after them improves at once.
What you set, and who reads it
Why the description matters
Your business description is not filed away. The Growth Strategist reads it and writes your content strategy and your social strategy from it. The Content Planner then scores every keyword it researches against that content strategy and only plans the ones that fit. A vague description gives you a vague strategy, and a vague strategy gives you a calendar full of articles that are not really about your business.
If you rewrite your description, ask the Growth Strategist to rewrite the strategies afterwards. It can redo just the content strategy or just the social strategy, so you do not have to throw away both.
Why the audiences matter
Who you serve is one of the five things every generated picture is built from — the brief, your business, who it serves, your brand kit, and anything you attached. It is also what the strategies are aimed at. Two businesses selling the same product to different people should not get the same pictures or the same plan, and they do not.
Why the competitors matter
The Growth Strategist reads your competitor list and writes both your content strategy and your social strategy from it, so the list matters even if you never look at keyword research.
The Content Planner mines the gap between you and the sites you compete with — the queries they rank for and you do not. With no competitors tracked, that part of the research has nothing to compare against, and the run tells you to add some under Company → Competitors.
Why the brand kit matters
The brand kit is what stops every picture looking like stock. It holds your palette, your brand voice, the words your brand says and the words it never says, and the style guides that every generated image and video obeys.
In the Studio, the Brand style tick-box uses your palette for anything laid out and your photo grade for anything shot. It is unavailable until a brand kit exists, which is why the Brand Kit agent is queued before your first picture is ever made.
Standing instructions
On top of all this, most agents have a free-text box for the things you want said every time — a phrase to always use, a claim never to make, a house rule. They are optional and start empty. The Social Planner is the only one without one.
The Content Planner’s box is called Planning instructions, and it is worth knowing about: it steers what gets planned *and* rides along into every article written off that calendar. Topics to favour, subjects to leave alone, an angle to keep taking — this is where they go.
These are added to what the agent already knows rather than replacing it — except on the Social Copywriter, where what you write here overrides the agent’s own guidance instead. One level down, a skill’s own direction is added to the agent’s, not swapped for it. And any per-skill setting you leave empty simply follows the agent’s answer, so you only fill in the ones you want to differ.
When to come back here
- You changed what you sell, or who you sell it to.
- The articles are technically fine but not about your business — fix the description, then rewrite the content strategy.
- The pictures do not look like you — fix the brand kit.
- The keyword research keeps missing an obvious rival — add them under Company → Competitors.