The four-layer system
Build these in order. Each layer protects the one above it.
Layer 1 — Build once, reference always
The Brand Context Document
The single document every Claude prompt in your organisation should reference. Not a brand book — a Claude-specific brief that tells the model how to write like you, what to never say, and what facts it can use.
What to include in your Brand Context Document
1. COMPANY VOICE: 3–5 adjectives + one do/dont example each
2. WRITING STYLE: sentence length, formality level, use of data
3. BANNED WORDS: unlock, leverage, seamless, game-changing, delve, robust, streamline
4. OWNED PHRASES: your specific terminology and expressions
5. ICP IN THEIR OWN WORDS: 2–3 verbatim customer quotes
6. APPROVED PRODUCT DESCRIPTIONS: 1 sentence / 3 sentences / paragraph versions
7. APPROVED FACTS ONLY: Claude must not invent statistics — list what is verified
Layer 2 — Maintained by marketing ops
Shared prompt library
Rather than letting everyone write prompts from scratch, build a shared library of tested templates — one per major content type. Each template starts with the Brand Context Document as a prefix. Store in Notion or Google Drive. Update quarterly.
Layer 3 — Non-negotiable
Quality gates by content type
Not everything needs the same level of review. Define this once and enforce it. Website copy needs senior review. Internal Slack drafts need nothing. The middle is where most teams need clarity.
| Content type | Review required | Who |
|---|---|---|
| Website / core pages | Full senior review | CMO + legal |
| Paid ad copy | Manager review | Demand gen lead |
| Email nurture | Manager review | Content lead |
| LinkedIn posts | Self-review checklist | Individual |
| Internal drafts | No review needed | Individual |
Layer 4 — Run before publishing
The anti-slop checklist
Red flags — edit before publishing
✕ Contains: unlock, delve, robust, seamless
✕ Unverified statistic
✕ Opens with "In today's fast-paced world"
✕ Every sentence is the same length
✕ Generic CTA like "Get started today"
✕ Unverified statistic
✕ Opens with "In today's fast-paced world"
✕ Every sentence is the same length
✕ Generic CTA like "Get started today"
Green lights — ready to publish
✓ A real ICP buyer would find this useful
✓ The insight could only come from your company
✓ Voice matches your Brand Context Document
✓ Every statistic is sourced and verified
✓ A senior person would be proud of it
✓ The insight could only come from your company
✓ Voice matches your Brand Context Document
✓ Every statistic is sourced and verified
✓ A senior person would be proud of it