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Business DNA

Business DNA is what Glowtify knows about your brand. Your tone of voice, your visual identity, your offers, your audiences, your positioning, your competitors, how you want to show up in search and AI. It's the context that feeds every AI generation, every suggestion, every decision downstream.

Rule of thumb: if a generated post doesn't sound like you, the fix is here first.

The Business DNA page is organized in 8 tabs, each covering one slice of your brand. Fill them out during onboarding, then keep them updated as your brand evolves.

Business Information tab​

The foundation — how Glowtify knows what store this is and where it operates.

  • Store name and description — the one-paragraph version of who you are
  • Country — your primary market (flag + country name)
  • Default language — the main language of your content
  • Secondary languages — other languages you publish in (you can have several)
  • Sales distribution — online / physical / hybrid
  • Industry — one or several categories (Active and Sportswear, Eco-Friendly Products, Beauty and Personal Care, etc.)

Brand Identity tab​

How your brand sounds and looks.

  • Tone of voice — warm, authoritative, witty, technical, bold…
  • Key values — what your brand stands for
  • Vocabulary to favor and vocabulary to avoid
  • Visual identity — logo, primary and secondary colors, typography, photographic style
  • Example content — samples of past content you like, to anchor the AI's sense of "this sounds like us"

Products & Services tab​

What you actually deliver — products, services, experiences, subscriptions. Glowtify pulls much of this automatically from connected data sources (Shopify product catalog in particular), but you can edit and enrich manually.

Include:

  • Flagship offers — the top 5-10 things you want the AI to feature most often
  • Pricing positioning (premium, mass, budget)
  • Unique selling points
  • What you don't do — equally important for the AI to know

Audience tab​

Who you talk to, at a high level. Detailed persona work lives in Marketing Strategy → Audience & Positioning — this tab captures the broad strokes.

  • Primary audience — the demographic and psychographic sweet spot
  • Secondary audiences — other segments you address occasionally
  • Geography and language coverage — where your audience actually lives
  • Channels they use — where they spend time online

Competitors tab​

Your competitive context, structured. For each competitor:

  • Their strengths — what they do well
  • Their weaknesses — where they're vulnerable
  • Your differentiation — why a customer should pick you over them
  • Threat level — Low / Medium / High

Glowtify uses this to sharpen your messaging (implicit contrast) and to track your position in GEO monitoring — competitors often get cited by AI assistants in the same answer as you.

SEO / GEO tab​

The search visibility layer. Two complementary fronts :

  • SEO — traditional search on Google / Bing. Keyword positioning, topics that matter, meta field defaults for products and collections.
  • GEO (Generative Engine Optimization) — visibility inside ChatGPT / Claude / Gemini. How you're referenced when people ask AI questions about your category.

The tab surfaces opportunities (a keyword you're close to ranking on, a prompt where an AI mentions competitors but not you) and shapes the briefs of upcoming content accordingly.

The full AI-search dashboard lives in GEO monitoring.

Content Strategy tab​

The "what and how" of your content at the brand level. This is a bridge between Business DNA and Marketing Strategy.

  • Content principles — high-level rules (e.g., "always include a local angle", "no direct price comparisons with competitors", "always a CTA at the bottom")
  • Format preferences — formats your audience responds to best
  • Publishing cadence — rough expectations per channel
  • Mandatory mentions — legal disclaimers, trademarks, partnership tags

Draft Marketing Calendar tab​

A shortcut into your Campaign Plan from inside Business DNA. Shows the high-level year view and lets you jump to the full campaign table.

Impact on your content​

Each tab has an "Impact on your content" info box. Read it — it tells you exactly how a given field flows into the generated content:

  • Business Information affects meta titles, ad copy, blog intros, social bios
  • Brand Identity drives every tone and visual decision
  • Audience shapes messaging and channel mix
  • Competitors sharpens differentiation language
  • SEO / GEO informs keyword targeting and search-ready content

If you're not sure what a field does, the Impact box is your answer.

How Glowtify learns your DNA​

During onboarding, Glowtify analyzes:

  • Your existing content (social feeds, website, emails)
  • Your website / landing pages if connected
  • Your product or service catalog
  • Your direct inputs in the onboarding wizard

Business DNA is editable anytime after onboarding. Every change immediately affects new generations — existing content isn't retroactively modified.

Keeping it up to date​

Revisit Business DNA when:

  • You launch a new product line or service
  • You pivot positioning
  • You add an audience segment
  • A new competitor appears
  • The AI-generated content starts drifting from what you want

Why Business DNA is the most important page​

Everything else in Glowtify is a consequence of Business DNA. Weak DNA → weak everything downstream. A well-tuned DNA makes every epic faster to produce and closer to what you'd have written yourself.