Your palette, your type, your voice: extracted from your existing site at onboarding. They drive every page your clients read. And they’re what Claire reads every time it writes something for you. Not a questionnaire. Not a theme. Yours.
Your look and voice, visible in your Studio.
Palette, type, imagery, and voice: all four live in your Brand DNA panel. Every feature in the platform reads from it. Claire reads from it every time it writes.
Four things that determine whether a page reads like your salon or like a template.
Brand DNA captures all four and stores them as a structured record, visible in your Studio and readable by every feature. It’s what connects your site design to Claire’s writing. Change it once and it flows everywhere.
No questionnaire. We read what’s already on your site.
Most platforms hand you a color picker and a font dropdown and call it brand setup. We read your existing site, your Google Business Profile, and your review language, and extract what’s already yours. That record drives the whole site design and it’s what Claire reads when it writes anything for you.
During onboarding, our archiver reads your current website: pages, stylesheets, images. That raw material is the source. You don't fill out a form.
Colors, fonts, and imagery direction are extracted from what’s actually there, not from a color picker. If your current site is off-brand, we note it and pick intentionally instead of copying it.
Your GBP photos, your salon description, and the language your clients use in reviews are additional signal. The words they use to describe you often capture your voice better than your own copy does.
Everything extracted becomes a structured Brand Brief: palette, type, imagery direction, and a brandVoice record. Claire reads it every time it writes a service page, a review reply, a post. This is what “Train Claire to match your voice” means in practice.
Your Brand Brief is populated before we show you the first design draft.The site you review already looks like you, not a placeholder. You’re not designing from zero; you’re reviewing something that already starts from your brand. And Claire has already read that brief before it writes a single word.
Your site design, your Claire writing. Both run from the same record.
Brand DNA isn’t a styling step. It’s a live record that the whole platform reads. New page, new Claire draft, new SEO piece: all of it comes from the same source. That’s why the site feels like one salon, not a collection of disconnected parts.
With Brand DNA vs. without it.
This is what Brand DNA changes on content your clients actually read, not just the palette. Every row below is something the platform produces. The difference is whether it knows who you are before it starts.
Brand DNA ships on every plan. The foundation is never held back.
The extraction, the Brand Brief, and the Claire voice connection are part of every onboarding, regardless of tier. What changes between plans is who does the ongoing SEO work, and whether our team is actively writing your content.
Your brand, extracted and applied. Then you run it.
See what’s wrong- ✦Brand DNA extracted during onboarding
- ✦Palette, type, and imagery: all yours
- ✦Beautiful, brand-true front end
- ✦Easy-to-admin Studio back end
- ✦SEO foundations included
- ✦Unlimited edits, month-to-month
Brand DNA does the voice. Claire does the writing. We do the SEO.
See what’s wrong- ✦brandVoice powers all Claire content
- ✦Claire drafts every review reply in your tone
- ✦Done-for-you SEO: our team executes
- ✦City-keyed pages, posts, and FAQ content
- ✦Monthly rank + review reporting
- ✦AI visibility (ChatGPT / Claude / Gemini / Perplexity)
What salon owners ask about Brand DNA.
What if my current site looks nothing like what I want?+
Tell us that in the onboarding form. If your current site is a mess you want to leave behind, we extract signal from your GBP and any photos you send us instead. The goal is your brand, not your current site.
Can I edit my Brand DNA after it's captured?+
Yes. Your Brand Brief lives in Studio under Brand DNA, and you can update colors, type notes, and voice guidance at any time. Changes flow through to future Claire content automatically.
How is this different from just picking a template?+
A template gives every salon the same starting point. Brand DNA starts from your existing presence and extracts what's already yours. Two salons with completely different looks will get completely different Brand DNA records, even if they're on the same plan.
Does Brand DNA work without Claire?+
Yes. Even on the Site plan (without Claire), Brand DNA governs your palette, typography, and site design. You get a site that looks like you, not a theme. The Claire connection (voice-driven writing) activates on the Site + SEO + Claire plan.
Does it cost extra?+
No. Brand DNA ships on every plan. It's the foundation the whole site is built on.
How long does extraction take?+
The archive crawl runs during onboarding, typically in minutes. Your Brand Brief is populated before we build your first draft, so the site you review already reflects your brand, not a placeholder.