What should a company and product brief include?
A company and product brief is the document you'd give a smart person on their first day so they can talk about your business without getting it wrong. In most small companies that document doesn't exist. The real version lives in the founder's head, with fragments scattered across an old investor deck, a homepage written two pivots ago, and a few Slack threads. So every new hire, freelancer, or agency gets the explanation again, and each one walks away with a slightly different story.
A useful brief answers the same questions every time:
- What the company is. One paragraph on what you do, for whom, and where the business stands today.
- What you sell. Each product or service, what it does, who it's for, what it costs, and how someone buys it.
- Who buys it. The customers you sell to, the problem that sends them looking, and the words they use to describe it.
- How you're different. The category you compete in, the competitors buyers compare you with, and the reason someone picks you.
- How you sell. Whether customers find you through search, referrals, outbound, partners, or a free trial, and what happens between first contact and payment.
- How you sound and look. Your voice, the phrases you use and avoid, and your logo, colors, and fonts.
Writing this by hand is slow for a simple reason. You already know all of it, so it's hard to see what an outsider is missing. AI is well suited to the job because it can do the part a newcomer would do: read everything public about your company, notice what's unclear or contradictory, and come back with specific questions.
Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. You can work with Kite in your browser or in Slack. Kite starts researching the facts that go into a company and product brief as soon as you sign up, because every piece of marketing it produces later depends on getting them right. Here's how it works.
How Kite writes your company and product brief
Kite writes the brief the way a sharp new marketing hire would. It reads your public footprint first, then the documents you hand it, and it drafts the brief with a source for every fact it states.
The draft separates three kinds of statements. Some facts come straight from a source, such as "your pricing page lists three plans." Some are Kite's inferences, such as "your reviews suggest most buyers are operations managers, not founders." And some facts are missing because nothing public says them. That third group becomes a short list of gaps for you to fill.
Once you've filled them, Kite saves the brief in your team's knowledge base. Every part of Kite reads that knowledge base before it writes a page, an ad, or an email, so the brief does double duty. It's the document you share with people, and it's the reference Kite works from.
- Can AI summarize what my company does from my website and customer reviews?
- Bring in the documents you already have
- Describe who buys it, in their words
- What should a product fact sheet include?
- Mark what's sourced, what's inferred, and what's missing
- Keep the brief current and share it
Can AI summarize what my company does from my website and customer reviews?
Yes, and that's the right place to start, because it shows how buyers already see you. Kite begins with your own website as the main source. It reads your homepage, product pages, and pricing page to record what you sell, who you say it's for, what you charge or whether you publish prices at all, and how you ask visitors to buy or sign up.
Then it looks at what other people say about you. Kite reads reviews and community threads about your company, such as your G2 page, Reddit discussions, Hacker News mentions, and your App Store listing and its recent reviews. It groups what reviewers say into recurring praise and recurring complaints, and it keeps only results that are actually about your company, so a clothing brand that shares your name doesn't end up in your brief.
Kite fills in the rest from its built-in research sources:
- your founding year, headcount trend, and funding
- recent news about your company, such as launches, partnerships, or hiring
- the competitors buyers compare you with, and how they position themselves
- earlier versions of your website, which show how your positioning has changed over time
- your logo, colors, and fonts, along with the voice your site copy actually uses
The result is an outside-in picture of your company. It's often more honest than the one in your head. If your homepage says you serve "growing businesses" and every review mentions dental practices, the brief says so.
Bring in the documents you already have
The public record covers a lot, but your old pitch deck, sales one-pager, or brand guide usually holds context no website does. Kite reads those documents and folds them into the brief.
In the Kite web app, you can upload PDFs, images, and other files straight into the conversation. In Slack, Kite reads files people share in the thread. If your documents live in Google Drive, connect it and Kite can find and read them there.
Each fact Kite takes from one of your documents is cited to that document, so a reader can see it came from the 2024 pitch deck and not the live site. A brand guide carries extra weight. If you share one, it becomes the team's standard for voice and visual identity, ahead of what Kite read on your website. When the guide and the live site disagree, say the guide calls your product a "platform" and the site calls it an "app," Kite records the disagreement as a finding in the brief rather than quietly picking one. Those mismatches are often the first thing worth fixing.
Describe who buys it, in their words
A brief that says "we sell to mid-market companies" doesn't help a copywriter. Kite writes the customer section from what your buyers actually say, so the people who read the brief learn why customers buy, not just who they are.
Kite pulls this from public reviews and community threads, and from any review export, support log, or sales-call notes you share. It looks for the moment that sent someone looking for a product like yours, the problem and what it was costing them, what they tried first and why it didn't work, the doubt that almost stopped them, and the result in their own words. Every quote stays word for word, with its source and date.
Here's what that looks like in practice. Instead of "customers value ease of use," the brief might quote a reviewer who wrote that they "stopped dreading Monday payroll." That's the sentence a new hire or an agency needs to hear, because it's the one a buyer recognizes.
What should a product fact sheet include?
A product fact sheet gives the essential facts about one product in a form someone can check quickly. It should cover the product's name, what it does in one or two sentences, who it's for, its main capabilities, its price or pricing model, how someone buys or signs up, and the proof that it works, such as a customer result or a rating. If the product has plans, tiers, or variants, the fact sheet lists each one and what separates them.
Kite writes a fact-sheet section for each product in your brief. It takes the facts from your product and pricing pages and links each one to the page it came from. Where your site doesn't publish something, Kite says so plainly instead of guessing. A line like "pricing isn't published; buyers are asked to book a demo" is a useful fact in its own right, because it tells the reader how you sell.
Kite writes the fact sheets as text inside the brief. That makes them easy to paste into a sales deck, a partner application, or an agency onboarding doc.
Mark what's sourced, what's inferred, and what's missing
The most useful part of the brief is the list of what Kite couldn't find, because it shows you exactly where your knowledge isn't written down yet. Kite records the source for every fact, labels its inferences as inferences, and states each gap plainly.
Gaps tend to be specific. Your site might not say which plan most customers choose, whether you sell outside your home country, or who signs the contract at a typical customer. It might not say why you dropped the product line that still appears in old reviews. These are quick for you to answer and impossible for anyone else to guess.
You answer them by replying in the conversation. You can also add anything else only you know, such as "our best customers have two to five locations" or "we're retiring the starter plan next month." What you tell Kite takes priority over what it inferred, and Kite updates the brief with your answer and notes that it came from you. That way, a reader can tell "your pricing page says" apart from "the founder told us."
What you get
A company and product brief
One document covering what your company is, what each product does and costs, who buys it and why, how you're positioned against competitors, how you sell, and how you sound and look. Each fact links to its source.
A fact sheet for each product
The product's name, purpose, audience, main capabilities, price or pricing model, how to buy it, and the proof behind it, ready to reuse in decks and applications.
A customer section in buyers' own words
Word-for-word quotes from reviews, community threads, and any notes you share, organized around why people buy and what almost stopped them.
A list of gaps and contradictions
The facts nothing public says, plus the places where your site, your documents, and your reviews disagree.
A record of where your data lives
Which tool holds your customer records, analytics, email, and website.
A brief Kite keeps using
The finished brief sits in your team's knowledge base, so every page, ad, and email Kite writes afterward starts from the same facts you approved.
How to get started
Sign up with your company's website and choose whether to work in the Kite web app or in Slack. Kite researches your business on its own and, during sign-up, asks about your goals. Then ask for the brief directly. You might say, "Write a company and product brief we can give a new agency," or "Put together a one-page overview of what we do and who we sell to."
If you have an old pitch deck, a brand guide, or sales notes, upload them in the conversation or connect Google Drive and tell Kite where to look. Kite drafts the brief, shows you which facts it couldn't find, and asks you to fill those gaps. Answer them in the conversation, correct anything that reads wrong, and Kite updates the brief.
When you're ready to share it, connect Google Docs and ask Kite to create the document there, or ask for a report link limited to people at your company.
Integrations used to write a company and product brief
Kite writes the brief from its own research and the conversation you have with it, so you can get a first draft without connecting anything. Two integrations make it easier to bring in what you already have and to share what Kite produces.
Bring in the documents you already have
Common questions
What's the difference between a company brief and a product brief?
A company brief describes the business as a whole: what you do, who you serve, how you're positioned, and how you sell. A product brief zooms in on one product: what it does, who it's for, what it costs, and how it compares with the alternatives. Most small companies need both in the same document, because their story and their product are hard to separate. Kite writes one brief with a company section up front and a fact sheet for each product after it.
How long should a company overview be?
The overview itself should fit in one paragraph of three to five sentences. It should say what the company does, who it's for, what makes it different, and where it stands today. The full brief behind it can run several pages, because it holds the detail a writer or an agency needs. Kite keeps the overview short so it can be pasted into a pitch, a partner form, or a job post as is.
What if most of what we know isn't written down anywhere?
That's the usual starting point, and it's why Kite begins with the public record instead of asking you to write. Your website, reviews, and competitors give Kite enough for a solid first draft. What's left is the gap list: the specific facts only you know. Answering a dozen precise questions is much faster than writing a brief from scratch, and once you've answered them, they're written down for good.
Can I give the brief to an agency or a freelancer?
Yes. Share it as a Google Doc or a report link. Agencies get the most value from the customer section and the gap list, because those are the parts that usually take several kickoff calls to piece together. If the agency also uses Kite, it can run a separate Kite team for your account, and that team keeps its own research and brief.
Does the brief replace a brand guide or a positioning document?
No. It summarizes them. The brief includes your voice, your visual identity, and your positioning in enough detail for someone to get started, and it points to the fuller documents when you have them. If you have a brand guide, Kite adopts it and the brief reflects it. If you don't, Kite records the voice and visual identity your website actually uses, and you can ask it to develop a fuller brand guide or positioning document from there.