> ## Documentation Index
> Fetch the complete documentation index at: https://docs.hamla.io/llms.txt
> Use this file to discover all available pages before exploring further.
# How Hamla learns your brand
> Why Hamla's first draft sounds generic, what actually changes that, and the one place a correction has to land to stick.
Ask Hamla for a post and the first draft usually sounds like marketing. Competent, clean, and like every other business in your category.
That is not a limitation you have to live with, and fixing it is not about prompting better. It is about what Hamla knows about you before you ask.
## The Business Brief is the whole answer
Hamla keeps one short profile of your business. It is a handful of things:
| What it holds | Why it changes the copy |
| ------------------------------- | ---------------------------------------------------------------------- |
| **What you sell** | Stops the generic category framing |
| **How you want to be seen** | Gives the copy a position to argue from |
| **What you are explicitly not** | Kills the off-brand draft before it is written |
| **Who your customers are** | Decides which of the true things is worth saying |
| **Why people choose you** | The actual argument, in your words |
| **How you sound** | One sentence, and it does more than any word list |
| **How you look** | Colours and font, applied to popups and emails |
| **Facts worth anchoring to** | "Fourteen years", "same two chefs" — specifics that cannot be invented |
This is not a settings screen you have to visit. It is written during setup, and it grows every time you correct something.
**The important part: it goes into every conversation.** Not the next one — every one, in every thread, from then on. Which is why a correction made once never has to be made again.
## Why "what you are not" does the heaviest lifting
Most businesses can describe what they sell. Very few write down what they refuse to be, and that is the field that changes drafts most.
> We are not a discount brand. We never lead with price.
> We are not a clinic that promises results. We explain the procedure and let people decide.
> We are not for beginners. Our customers already know what they want.
Each of those kills a whole family of drafts that would otherwise have looked reasonable. A positive description tells Hamla what to aim at; a negative one tells it what to never hand you, which is a much sharper instrument.
## How to say it so it sticks
The way you phrase a correction decides whether it holds for one draft or for good.
**Say the rule, not the fix.**
| This changes one draft | This changes every draft |
| ----------------------- | ------------------------------------------ |
| "Make it shorter" | "We keep everything under three sentences" |
| "Don't say cheap there" | "We never say cheap — we say good value" |
| "Too formal" | "Keep Arabic colloquial, never formal" |
| "Use our green" | "Our green is #0E7C66, everywhere" |
**Say it as a sentence, not a list.** A sentence like *"warm, unhurried, never pushy — we sound like the person behind the counter, not an ad"* is worth more than twenty words to use and twenty to avoid. It carries the reasoning, and it applies to sentences nobody thought to make a rule about.
**Give a real example.** Paste something you have written that sounds right, and say "this is the register I mean." One real paragraph beats a paragraph of description.
## Two languages, one voice
If you write in Arabic and English, they are not translations of each other and Hamla does not treat them as such.
Say the register for each:
> Arabic colloquial, close and warm. English shorter and plainer — our English customers skim.
Hamla writes each language natively rather than translating one into the other, so the Arabic does not read like translated English.
**This is not only about Arabic and English.** Hamla writes campaigns in any of its supported languages, and the rule is the same for all of them: tell it the register you want in that language and it writes there natively.
## Voice is not the same as look
Two separate things, and they are set differently.
**How you sound** is a sentence you tell Hamla. **How you look** is colours and a font, which Hamla will pick up from your website on its own if you have one — and will not ask you for if it already has them.
> Our green is #0E7C66, the accent is the sand colour, and headings are in Tajawal
From then on every popup, every email and every design Hamla builds uses them.
## The test
You will know the Brief is doing its job when the first draft is already close.
If Hamla keeps handing you drafts you have to rewrite the same way every time, the correction is not landing as a rule. Say it once, as a rule, in the words you would use to a new employee:
> From now on: we never discount, we lead with the material and the making, and we keep it under three sentences. Remember that.
## Related
How to phrase what you want.
Content asks, ready to copy.
Where the Brief gets written in the first place.
The voice, applied across channels at once.