Jake Labate, SEO Professional

BrandWield

A brand intelligence platform for small businesses, currently being built. It collects what is verifiably true about a business into one structured record, notices what the record is missing, and writes only from what the record holds.

In development Not open yet
See how it works What is built so far

What It Is

One structured record of what is true about a business, assembled from the places that already hold it, and a generator that can only draw on that record.

The record is modular and shaped by industry. A real estate agent and an auto dealership do not need the same fields, so a new brand picks an industry preset and the profile grows from there rather than presenting ninety-six empty boxes on day one. Modules unlock as the business earns them, either by filling the core out or by a source proposing values that belong in a module they have not switched on yet.

Every field keeps its own history: what changed, when, from what to what, and which integration proposed it. A value is never just a value. It is a claim with a source, a confidence and an audit trail, and it stays reviewable after it is accepted.

The Problem It Solves

Small businesses generate marketing content by describing themselves from memory, once, into a prompt. The output reads generic because the input was generic, and it invents whatever the owner forgot to mention. Nobody catches the invention, because nobody wrote down what was true in the first place.

The fix is not a better prompt. It is a record that exists before the writing starts, and a generator that cannot reach past it.

Two feedback loops keep that record honest. A profile gap is the system noticing the record is missing something and asking the owner for it, so the profile gets richer instead of staler. A market gap is the system noticing that customers keep asking for something the business does not offer, and proposing that it be added or repriced. Approve one and it becomes part of the profile, and the announcement writes itself from there.

Where It Gets Used

Four situations, all of them things a small business currently does badly or not at all.

  • Onboarding. Getting from a business name and a website to a usable brand record in minutes rather than a two hour intake call.
  • Keeping it current. A record that updates when the hours change on the website, not six months later when somebody notices.
  • Finding demand. Reading the questions customers already ask and turning the repeated ones into an offer.
  • Writing. Producing posts that name real services at real prices in the voice the business actually uses.

How It Works

Collect, store, generate, publish, with the two gap loops running back into collect. The interesting decisions are all in the first step.

  1. Collect From The Platform, Not From A Prompt

    Forty-two named platforms across six groups: your website, client communication, social and publishing, reviews and listings, what only you know, and inference. Each one states on its own card how information actually gets out of it, and whether that path is built or still a paste. Nothing in the catalogue asks the owner for a password.

  2. Rules Before The Model

    A deterministic extractor reads the website first, with no model and no API key: JSON-LD and microdata, then meta tags, then link protocols, then a small set of conservative text patterns. Every value carries the rule that produced it, so a wrong answer is traceable to a rule and the rule is fixable. On a site with rich schema this fills the factual fields outright, and the model is then paid only for what rules could not answer.

  3. One Door For Every Inbox

    Each communication integration mints its own private ingest URL. Anything that can send an HTTP POST feeds it: a Gmail filter through Zapier, a Slack workflow step, a Power Automate flow, a Twilio number, an Intercom or Zendesk webhook, or the contact form on the business's own site. Field names are read loosely, a Slack envelope is unwrapped and its handshake answered, quoted reply chains are stripped, repeat deliveries are ignored, and anything that looks like a credential is discarded rather than stored.

  4. Read The Feeds That Already Exist

    A surprising number of platforms still publish everything for free. YouTube, Reddit, Mastodon, Bluesky, Substack, Medium, Pinterest, every podcast and most blogs serve RSS, Atom or JSON Feed, so a profile URL is turned into the address the platform actually serves and the posts arrive whole. No key, no model, nothing inferred.

  5. Store It As A Profile, Not A Blob

    Values land as proposed rather than true. Each carries a source, a confidence, the evidence behind it and the rule or model pass that produced it. The owner confirms, edits or rejects, and every one of those actions is written to the field's history by a database trigger rather than by application code.

  6. Notice What Is Missing

    The gap engine runs against the modules the business has switched on, so it asks for the fields that matter to that industry and stays quiet about the ones that do not. A run reports what it could not answer, which is the point: the empty list is the brief for the next pass.

  7. Generate From The Record

    Content is grounded in confirmed facts, and every draft records which facts it drew on. Publishing is an approval queue rather than an API post, because a system that can invent should not also be able to publish.

The design bet: rules take the facts and the model takes the judgment. Run against a site with rich schema, the deterministic pass filled the factual fields with nothing invented and no tokens spent, and the fields it left empty were the ones no markup ever carries: founder story, ideal customer, what makes you different, tone of voice. That split is the whole architecture. Anything a machine can read for free should never be paid for, and anything that requires a judgment should never be guessed silently.

Who It Is For

Owner-operated local businesses. A plumber, a salon, a dealership, a firm of three. Businesses with real customers, real questions arriving every week, and nobody whose job is marketing.

  • Not an agency tool. It is built for the business itself, and everything it proposes is written for the person who owns the answer.
  • Not autopilot. Nothing reaches a platform without a person approving it, and no value enters the record as fact without being confirmed.
  • Not a CRM. Customer messages are read for what they reveal about demand, not managed as tickets.

Status And Access

Being built. It runs, it is deployed, and it is not open. Listing it here at the same level of detail as the finished products includes being straight about what is not done.

Status and access

Status
In development. Not released, not priced, not open to signups.
Address
brandwield.jakelabate.com. Deployed and running, behind a sign-in that is mine.
Working today
The modular industry profile, per-field history, the platform catalogue, the deterministic website extractor, the inbound webhook door, the feed reader, and gap detection for both loops.
Not working yet
Schedules are stored intent rather than automatic runs. Publishing is an approval queue, not a platform API post. Instagram, LinkedIn, X and TikTok are a paste, because their APIs are closed or gated behind app review, and the cards say so rather than pretending.
Cost
Undecided. The model pass runs on the account holder's own Anthropic key, so the marginal cost of generation is theirs and visible.
Can you use it today
No. This page exists so the work is visible while it is being done.

The Stack

The same shape as AuditBuilder and AISurface, because that shape keeps working.

Stack

Front end
React and TypeScript, built with Vite, served as a static site. A hand-rolled hash router rather than a routing dependency.
Backend
Supabase Postgres with row level security on every table, and the ownership check held in a private schema so the API cannot call it while the policies still can.
Functions
Deno edge functions: a rules-only website harvester, a public webhook ingest endpoint authenticated by a per-integration secret, a feed reader, a model-backed collector, an inference pass and a market gap miner.
Model access
The account holder's own Anthropic key, encrypted with a per-user derived key before it reaches the database and never returned to the browser. The model is chosen at call time from the live model list rather than hardcoded.
Hosting
GitHub Pages from a private repository, deployed by Actions on push.
Repository
Private.

Built In The Open, Before It Is Finished

BrandWield is not available yet, and this page will say so until it is. If the problem it describes is one you have, the fastest route is an engagement, where the record gets built by hand and the software catches up later.

See How I Work