Brand Profile & Persona Configuration
Brand Profile & Persona Configuration
NurtureHub generates every email in your agency's own brand voice. To do this, it needs to understand who you are, how you communicate, and who is doing the communicating. The Brand Profile and Agent Personas configuration captures all of this at setup — and it underpins every piece of AI-generated content on the platform.
Brand Profile
The brand profile is the AI's content foundation. It is stored per agency and used across all twelve contact categories and all generated nurture sequences.
What the Brand Profile Contains
| Field | Description |
|---|---|
| Tone of voice descriptors | Words and phrases that describe how your agency communicates (e.g. professional, friendly, authoritative, approachable) |
| Agency overview | A short description of your agency — who you are and what you do |
| Service overview | The specific services you offer (lettings, sales, property management, etc.) |
| Cultural identity | Your agency's values, personality, and ethos |
| Local market context | Key postcodes you operate in and average rental yields for your market |
| Property type specialisms | The property types your agency focuses on (e.g. residential, HMO, new build, commercial) |
Every AI-generated email sequence references this profile to ensure the content sounds like it was written by your team, not a generic template engine.
Agent Personas
Agent personas represent the individual negotiators in your agency. When a contact is assigned a nurture sequence, the AI can write the emails in the voice of a specific negotiator — including their name, sign-off, and professional background.
Persona Fields
| Field | Description |
|---|---|
| Name | The negotiator's full name |
| Role | Their job title (e.g. Senior Lettings Negotiator, Branch Manager) |
| Branch | The branch they are assigned to |
| Sign-off style | The closing used at the end of their emails (e.g. Warm regards, James) |
| Bio | A short professional biography used to personalise email content |
| Photo URL | A link to their headshot, used in email templates that include a sender image |
| Default | Marks the persona that is used when no specific negotiator is selected for a contact |
Each agency can configure multiple personas. Only one persona can be marked as the default at a time.
Brand Source Documents
The brand profile can be populated from source documents that NurtureHub processes on your behalf. Supported sources include:
- Website crawl — NurtureHub can crawl your agency's public website and extract brand-relevant content automatically
- Uploaded documents — Upload PDFs or DOCX files (e.g. your company brochure, staff handbook, marketing guidelines)
Each document goes through a processing pipeline:
- Pending — the document has been received and is queued for processing
- Processing — text extraction is in progress
- Complete — extracted text is available and has been incorporated into the brand profile
Extracted text is stored alongside the original source reference, so the AI always has traceable, auditable content inputs.
How This Affects Generated Emails
Every nurture sequence the AI generates draws from the brand profile and agent persona in combination:
- The brand profile sets the tone, context, and agency-level voice
- The agent persona provides the individual sender identity
- Together, they ensure each email feels personal, local, and on-brand — without the agent writing a single word