A brand record is the artifact itself: the named, inspectable signals a brand is modeled as, versioned so they can change on purpose. It is the thing every Jinn product reads, distinct from Brand DNA, which is the idea of modeling a brand this way.
Why it matters
Most systems keep brand knowledge as scattered prose: a style guide here, a deck there, a sentence of instruction at generation time. Nothing a machine can read the same way twice.
A record is different. It is one structured object, addressable signal by signal, so any product or agent can load the same truth and act on it consistently.
The separation matters. Brand DNA is the concept, a brand modeled as data rather than vibes. The brand record is the concrete artifact that concept produces for one brand.
How Jinn treats it
Jinn extracts the record from what a brand has actually made and structures it into 346 brand signals across six groups: identity, palette, voice, evidence, audience, and competitors. Every signal is named and inspectable.
Every Jinn product reads that one record instead of guessing, so outputs trace back to the signals behind them. When the record cannot back a statement, the honest move is to say so rather than improvise.
The record schema is public: How it works renders it, group by group. See it
Related terms
The concept is Brand DNA. The artifact is the record.
Brand DNA is the idea; the brand record is what it produces for one brand. See how Jinn builds one.