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Context¶
What this helps you do¶
Context is the grounding layer in the desktop app's left navigation. It's the shared operating context for your current project — the information the operator, chat, and every generation capability reuse instead of starting cold on every request.
Context is made up of three distinct pieces:
| Scope | What it's for | |
|---|---|---|
| Brand Voice | Per project | How your brand should sound — tone, audience, values, terminology. Shapes the writing style of everything Hi, Moose generates. |
| Brand Truth Profile | Per project | A machine-readable source of truth for what your company actually is, sells, and serves — used to detect when AI answers misrepresent or drift from that truth. |
| About You | Per device, not per project | Notes about you personally — your role, goals, and how you like to work — so chat feels like it knows the person, not just the brand. |
Why three separate artifacts¶
Brand Voice and Brand Truth Profile answer different questions, even though both describe your brand:
- Brand Voice answers "how should this sound?" — tone, style, vocabulary preferences. It's creative and stylistic guidance for generated content.
- Brand Truth Profile answers "what is actually true about us?" — canonical description, ideal customer, offerings, competitors, and the specific things AI tends to get wrong. It's a factual reference used to catch misrepresentation, not a style guide.
About You is different from both: it isn't about the brand at all. It's personal context about you, the person using the app, stored locally on your device rather than attached to a project — so it follows you across projects instead of resetting every time you switch workspaces.
Where Context is used¶
- Brand Voice is reused across Content Briefs, FAQ Generator, Key Points Extractor, Drafts, Preview & Publishing, and AEO Audit recommendations.
- Brand Truth Profile is reused during Visibility runs, where Hi, Moose checks whether an AI engine's response about your brand lines up with your canonical description, offerings, competitors, and known misrepresentation patterns.
- About You is reused in Chat so responses can reflect your role, goals, and preferred communication style.
Filling it in¶
Each artifact tracks how many fields you've filled in and shows a short preview once you've added anything. All fields across all three artifacts are optional — Hi, Moose works with partial context and gets more precise as you add more.
For Brand Voice specifically, you don't have to fill every field by hand: an auto-fill action can crawl your project's website locally and suggest values for empty fields.
Local-first storage and cloud sync¶
By default, Brand Voice and Brand Truth Profile are stored locally for the current project, and About You is stored locally on your device. Cloud sync — which backs up Brand Voice and Brand Truth Profile and shares them across your team — is a paid-plan feature. On free and BYOK plans, Context stays local-only; upgrading to a paid plan turns on sync so your team shares the same grounding and it's protected if anything happens to your local machine.
In BYOK modes
Brand-context crawling (the auto-fill step) and Brand Truth analysis run locally in the desktop app. Hi, Moose does not need to see your site content on its own servers to build or use this context.