---
name: L1 Brand Posture - {{instance_name}}
description: L1 brand and disclosure posture for {{instance_name}}. Defines how the function shows up to users, the disclosure stance, voice and tone, and attribution. For internal functions, this artifact marks L1 as N/A explicitly with rationale.
type: layer-artifact
layer: L1
populated_from: Q1 (function type), Q3 (customer, disclosure, voice)
---

# L1 Brand Posture - {{instance_name}}

- **Last reviewed:** {{capture_date}}
- **Review cadence:** quarterly + on brand-line change at the org level
- **Status:** active

## Maturity self-assessment

| Aspect | State | Evidence |
|--------|-------|----------|
| Customer segment described | none / stubbed / partial / mature / N/A | ... |
| Disclosure posture decided | none / stubbed / partial / mature / N/A | ... |
| Tone / voice articulated | none / stubbed / partial / mature / N/A | ... |
| Attribution rule defined | none / stubbed / partial / mature / N/A | ... |

L1 is **N/A** for many internal functions. When N/A, every aspect above is `N/A` and the section below explains why. Marking N/A is the mature state for internal functions; leaving the layer as `none` is an unmarked gap.

## L1 N/A guidance (read first)

If Q1 returned `internal-tool`, `internal-platform`, or `external-api` (programmatic only):

- This artifact's body should say: **"L1: N/A. {{instance_name}} is `{{function_type}}`. Audience is {{audience_description}}, not external customers. No brand-facing surface; disclosure inherits L2 conventions if any user-facing surface emerges."**
- The maturity self-assessment marks every aspect `N/A` with one-line rationale.
- Do not invent a brand layer for an internal function. Marking N/A explicitly is the discipline; inventing voice and tone for a function nobody outside engineering will see is a floating concept.

If Q1 returned `customer-facing-ai`, `b2c-product`, `b2b-platform`, or `mixed`:

- The remaining sections below are filled in.
- The L1 layer is **not** N/A.

## Customer and use surface (from Q3)

- **Primary customer segment:** {{customer_segment_description}}
- **Surfaces this function appears on:** {{surface_list}}

Example shape (B2B platform): "Primary customer segment: revenue operations leaders at scale-stage SaaS companies ($10M+ ARR). Surfaces: in-app dashboard, weekly digest email, Slack channel summary. The function never appears on the public marketing site."

## Disclosure posture (from Q3)

- **Disclosure level:** {{disclosure_level}}
- **Disclosure copy (if `visible` or `branded`):** {{disclosure_string}}
- **Disclosure placement (if applicable):** {{where_disclosure_appears}}

Example shape: "Disclosure: `branded`. Output appears under the persona name '{{persona_name}}.' Disclosure copy: 'Generated by {{persona_name}}, an AI working alongside your {{role}} team. Reviewed by {{reviewer_role}}.' Placement: top-of-output banner; never below the fold."

If disclosure is `n/a-internal`, this section reads: "N/A - internal function, see N/A guidance above."

## Voice and tone (from Q3)

- **Tone shorthand:** {{tone_adjectives_or_named_style}}
- **What this function never sounds like:** {{anti_tone_list}}

Example shape: "Tone shorthand: direct, deferential to data, allergic to hype, mildly wry, never cute. Never sounds like: a marketing email; a chatbot greeting; a disclaimer-heavy legal doc."

## Attribution rule

- **When the output ships:** {{attribution_string}}
- **When a human edits the output before shipping:** {{attribution_after_edit}}
- **When the function declines to answer:** {{decline_attribution}}

Example: "Ships with byline 'By {{persona_name}}, reviewed by {{reviewer_name}}.' If a human edits >20% of word count, byline becomes 'By {{reviewer_name}}, drafted with {{persona_name}}.' Declines say: 'I cannot answer this with confidence; here are the gaps {{persona_name}} would need filled.'"

## Inheritance and dependencies

This L1 inherits from: {{parent_brand_doc_or_org_brand_guide_or_none}}

This L1 is inherited by: L2 philosophy (response shape); every L5 instance that produces user-facing output.

## Cross-references inside this instance

- `policies/strategy.md` (L0) - the function-type designation drives N/A vs. populated
- `policies/philosophy.md` (L2) - red lines and PII handling that bound what voice can ever say
- `OPERATING-MODEL.md` - root doc
- `decisions/` - ADRs that touch disclosure or attribution live here
