A small marketing team stops repeating brand guidelines in every AI prompt by storing them once, in a place the AI reads on every request, and keeping only the new part of each task in the prompt. There are four places to store them: account-wide instructions, a project, a shared assistant, or a marketing tool with its own brand memory.
Which one fits depends on two things. How many people need the same guidelines, and whether the content has to be published from the same place it was written.
Why the pasting happens
A chat assistant starts each conversation knowing nothing about your brand. So the prompt has to carry the tone, the audience, the words you avoid, the product facts, and the request itself. Only the last part is new each time.
The cost is not the typing. It is the drift. One person pastes last quarter's tagline. Another skips the list of banned words because the prompt was getting long. Three weeks later the LinkedIn posts and the newsletter sound like two companies. We wrote about what that costs in the hidden cost of brand drift.
What to store, and what to leave in the prompt
Store what changes slowly.
- Who you serve and the problem you solve
- Voice, with two or three real examples of posts you were happy with
- Words and claims you never use
- Product names, prices, and facts that must be right
- Formatting habits, such as emoji and hashtag use
Leave in the prompt what is new this time: the goal, the channel, the offer, and the one constraint that matters most.
Here is the same request both ways.
Before. "You are a copywriter for a neighborhood bakery. Our tone is warm and plain, never salesy. We serve families and office orders. Never say artisanal. Use at most one emoji. Now write a LinkedIn post about our new catering menu."
After. "Write a LinkedIn post about our new catering menu."
The first prompt is 40 words, and 30 of them are brand context that has not changed since last week.
Option 1: account-wide instructions
ChatGPT has custom instructions and Claude has a similar account-wide setting. Claude's help center describes it this way: "Any instructions you add here will be applied to all of your conversations with Claude" (Claude personalization).
This is the quickest fix for one person. The limits are that it holds text only, it applies to everything you ask, including things unrelated to the brand, and it belongs to your account, so a teammate has to copy it into theirs.
Option 2: a project per brand
A project keeps instructions and reference files together and applies them to every chat inside it. ChatGPT Projects work this way. So do Claude Projects, which Anthropic describes as "self-contained workspaces with their own chat histories and knowledge bases" (Claude Projects).
This is the best free or low-cost option for most small teams. Put the voice guide, the product sheet, and five approved posts in the project, and write short instructions that point to them.
Check the sharing rules before you rely on it. Claude's help center says project sharing is for Team and Enterprise plans. On a personal plan, each person keeps their own copy, and the copies drift apart.
Option 3: a shared assistant or instructions page
Gemini has Gems, which hold a name, instructions, and knowledge files, and can be shared with a person, a link, or an organization (Gemini Gems, sharing Gems).
Notion takes a different route. Its agent reads instructions from a Notion page and, in Notion's words, "will always reference your instructions in its interactions with you" (Notion Agent). If your guidelines already live in Notion, that page can be the source. Notion AI is on the Business and Enterprise plans (Notion AI FAQ).
Option 4: a marketing tool with brand memory
The first three options store your guidelines. None of them publishes a post or reads how it performed. You still copy each draft into a scheduler.
Marketing tools with a stored brand voice close that gap in different ways.
| Tool | What it stores | Which plan | Publishes the content too |
|---|---|---|---|
| Jasper | Brand voices, knowledge, audiences. Style guide and visual guidelines on Business | 2 brand voices on Pro at $59 a seat on yearly billing | No native social or email publishing listed |
| HubSpot | Brand voice with tone, mission, terms to avoid, and writing samples | Professional or Enterprise | Yes, social, blog, and email |
| StoryChief | Tone, values, audiences, content pillars, and preferred terms | Named on its AI agent page | Yes, social and blog platforms |
| Daoco | An editable brand memory: voice, positioning, visual identity, audience, products, competitors | Every plan, including the trial | Yes, 8 social networks and newsletter drafts |
Sources: Jasper pricing, HubSpot brand voice, StoryChief AI marketing agent. Read on October 11, 2026.
Daoco is our product. It builds the brand memory from your website, social profiles, and files, with the source for each fact, and you can edit any of it. Once a brand has at least 10 imported posts, it also learns how you write from them, and fields you edit are kept when that profile refreshes (learned brand voice). The specialists that plan, write, and design all read the same memory. You can see what it finds on your own site with the free brand memory tool, which needs no account.
Jasper has the most governance controls of the four, and HubSpot is the natural choice if your contacts and email already live there.
Which option fits
| Your situation | Start with |
|---|---|
| One marketer, occasional content | Account-wide instructions, then a project |
| Two to five people on one brand | A shared project or Gem, on a plan that allows sharing |
| Guidelines already live in Notion | A Notion instructions page |
| Several channels every week, with publishing and reporting | A marketing tool with brand memory |
| Several brands or clients | A tool that keeps one memory per brand |
Keep it current
Stored guidelines go stale the same way a brand book does. Three habits help.
- Name one owner. One person edits the stored version. Everyone else suggests changes.
- Save corrections, not only drafts. When a reviewer says "we never say this", add it to the stored guidelines that day.
- Reread it each quarter. Check prices, product names, and the examples.
Then keep prompts short. If you catch yourself pasting context into a request, that context belongs in the stored version. For how short a prompt can get once the context has moved out, see stop writing essays in your AI prompts.