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New SA Guide - Brand & Content Workshop

PURPOSE OF THIS MEETING

This workshop is where you capture everything needed to configure Breeze AI and personalize HubSpot to sound and feel like the client's brand. You are gathering the raw material for their brand voice, visual identity, content strategy, and competitive positioning. The client should leave feeling like HubSpot is being built for them specifically - not a generic template.

BEFORE THE CALL

  • Review ICP and business context from Buyers Journey 1
  • Pull up Breeze AI configuration fields you'll be populating
  • Check if the client has a website, brand guide, or style doc you can reference ahead of time

SECTION 1 - BRAND KIT AND VISUAL IDENTITY

Why this matters: Brand assets go directly into HubSpot for email templates, landing pages, and any client-facing content. Getting this right prevents a design cleanup round later.

What to collect:

  • Brand asset link (Google Drive, Dropbox, or 'will send separately')
  • Primary color (hex code)
  • Secondary colors (hex codes)
  • Accent colors (hex codes)
  • Primary font / heading font
  • Body font

Say: "Let's start with your brand assets. Do you have a brand kit or a folder somewhere with your logo, colors, and fonts? Even if it's just a Google Drive link, that's perfect. And if you happen to know your hex color codes offhand, those are super helpful - otherwise we can pull them from your website."

Tip: If they don't have a formal brand kit, pull up their website during the call and use an eyedropper tool or ask their designer to send hex codes after the call.

What good looks like: You have a link to brand assets and at least a primary color and font. Everything else can follow up via email.

SECTION 2 - BRAND VOICE AND PERSONALITY

Why this matters: Brand personality and tone feed directly into Breeze AI. The richer this context, the better AI-generated content will sound like them versus generic output.

What to collect:

  • Brand personality (3-5 words describing how the brand sounds)
  • Default tone for written communication
  • Mission or purpose statement (in plain language, not investor-deck language)
  • Writing sample (best-performing blog post, homepage copy, or sales email that felt really on-brand)
  • Terms to avoid (overused buzzwords or phrases they never want to see)
  • Inclusivity preferences (gender-neutral language, avoid cultural references, avoid idioms/slang)

Say: "If you had to describe your brand in 3 to 5 words - not what you sell, but how you sound - what would they be? Think about how a happy client would describe your team after a great interaction."

Say: "Is there a piece of content you've written or sent out that felt really 'you' - like, if someone read it they'd just get your brand immediately? A newsletter, a sales email, a LinkedIn post? That's gold for us to use as a reference."

Tip: The writing sample is the most valuable thing in this section. It gives AI a real example to pattern-match against. Push for this if they have it.

Tip: For terms to avoid: 'Think about the last time you read something and cringed - what word made you do that?' tends to get great honest answers.

What good looks like: You have 3-5 personality words, a tone descriptor, a mission statement in their own words, and ideally a writing sample.

SECTION 3 - CONTENT THEMES AND STRATEGY

Why this matters: Content topics and formats shape what gets configured in HubSpot for marketing and sequence strategy. They also feed Breeze AI with the subjects the client is authoritative on.

What to collect:

  • Content topics (main subjects they create content about or want to be known for)
  • Content format types (only formats they actively produce or plan to produce)

Say: "When your team creates content - or wants to start creating content - what subjects are you most focused on? What do you want to be known for in your space? And what formats are you actually doing or planning to do? Not aspirational - just what you're actually going to commit to."

Tip: The 'not aspirational' framing helps clients give honest answers instead of listing every format they've ever thought about.

What good looks like: You have 3-6 content topics and a realistic list of 1-3 content formats they will actually use.

SECTION 4 - TECH STACK

Why this matters: A complete tech stack picture is critical for integration planning and Breeze AI context. Technology categories are specifically used by Breeze to understand the business ecosystem.

What to collect:

  • Full list of technologies / tools the team uses (product names only)
  • Technology categories (the category each tool falls into - e.g., CRM, Accounting, E-Signature)

Say: "Let's map out your full tech stack. What tools is your team using to run the business - not just sales, but across the board? Think project management, finance, communication, document signing, anything."

Tip: Read their list back to them once they finish and ask if they've missed anything. Teams often overlook tools that feel obvious to them.

What good looks like: You have a complete tool list and have categorized each one. No gaps that would affect integration planning.

SECTION 5 - SOCIAL RESPONSIBILITY

Why this matters: Social and sustainability commitments are part of the Breeze AI brand profile. Clients with strong values alignment will want this reflected in their content and messaging.

What to collect:

  • Supported social causes (communities, movements, or causes the brand actively supports)
  • Sustainability initiatives (environmental or operational commitments)

Say: "This one is optional but really valuable if it applies to you: Does your company actively support any social causes, communities, or sustainability initiatives? We can incorporate these into how HubSpot represents your brand."

Tip: Mention that it's okay if this section is not applicable. Don't push if they seem uncertain.

What good looks like: If applicable, you have specific named causes or initiatives. If it doesn't apply, that's noted and you move on.

SECTION 6 - CUSTOMER SENTIMENT

Why this matters: NPS, positive associations, and negative associations help configure Breeze AI to set the right expectations in content and avoid overclaiming. It's also useful context for how to position the client's brand in sequences.

What to collect:

  • Net Promoter Score (or estimated NPS based on reviews/feedback trends)
  • Positive associations (how happy clients describe them at their best - pull from reviews or testimonials)
  • Negative associations (recurring complaints or gaps - honest working document, not a public profile)

Say: "Do you track NPS or have a sense of how your clients feel about you? And if you think about your best client reviews versus the feedback that stings a little - what words come up most on each side? This is a working doc, not marketing copy, so being real here actually helps us build something better."

Tip: Normalize the negative associations: 'The more honest you are here, the smarter the AI gets about what not to overclaim.'

Watch out: If a client refuses to share negative feedback, don't push. Note it as not collected and move on.

What good looks like: You have at least a rough NPS and a few specific phrases on both the positive and negative side.

CLOSING THE WORKSHOP

 

Say: "This was incredibly thorough - you've given us everything we need to make HubSpot feel genuinely like your brand. I'll send a summary of what we captured today and note anything we still need to follow up on. Our next step is [confirm next milestone]. Any questions?"

Post-call checklist:

  • Send recap with all brand attributes captured
  • Note any missing assets to follow up on - especially writing sample and brand kit if not received
  • Confirm next build milestone or meeting