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What brand instructions do

Set specific instructions for individual brands to guide Concord’s behavior for brand-specific campaigns and strategies. Each brand can have its own instructions that supplement organization-level guidance.

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Setting brand instructions

1

Navigate to brand

Go to a specific brand page from the sidebar.
2

Open brand instructions

Click the instructions button on the brand page.
3

Add brand context

Provide brand-specific guidance and preferences.
4

Save instructions

Save to apply these instructions to all campaigns under this brand.

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Brand instruction examples

Brand positioning: 
Premium athletic wear brand targeting serious runners and fitness enthusiasts.
Focus on performance, durability, and technical innovation.
Avoid mass market messaging - emphasize quality over price.
Campaign specifics: 
Target CPA: $45 for new customer acquisition
Lifetime value focus: prioritize quality over volume
Peak seasons: January (New Year resolutions) and April (marathon season)
Avoid competing directly with Nike on generic terms

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Brand-specific guidance areas

Instructions about the brand’s unique value proposition, target audience, and messaging tone.
Specific KPIs, budget constraints, and success metrics relevant to this brand.
Brand-specific creative requirements, style preferences, and compliance needs.

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Workspace vs brand instructions

Workspace instructions apply to all brands and campaigns. Use these for:
  • Company-wide policies and approval processes
  • Overall business context and industry information
  • General campaign management preferences
  • Universal KPIs and success metrics
Brand instructions apply only to that specific brand’s campaigns. Use these for:
  • Brand-specific positioning and messaging
  • Unique target audiences and customer segments
  • Brand-specific budgets and performance targets
  • Creative guidelines and compliance requirements
Instructions take effect immediately after saving. Concord will use both workspace and brand instructions when working with brand-specific campaigns.