SIA Context

SIA Context is the brand briefing SIA reads before generating any reply, caption, campaign, or image. The more accurately it reflects your business, the less you'll need to edit outputs — and the more consistent your customer-facing communication becomes from day one.

Overview links: Documentation Home · Settings Overview

Where to Find This

Settings → SIA Context. The form walks through each area of your business in sequence. You can save and return to update individual sections at any time — fill what you know now, come back to refine the rest.

What SIA Learns From You

Each section covers a different layer of how SIA understands and represents your brand. Think of it as a thorough briefing you'd give a new senior team member — not a form to rush through. For each section below you'll find what to include, a strong example, and what a weak answer looks like so you can calibrate your own.

1. Your organization at a glance

A summary of who you are, what you do, where you operate, and what makes you different. This is the foundation every other section builds on — SIA uses it to anchor every output in your business reality rather than making assumptions.

Include: business type, location/geography, what you sell or do, your core differentiator, and the scale you operate at.

2. How you respond to customers

The tone and approach SIA should use when replying to reviews, comments, and messages. This is the single most impactful section for reply quality — it directly controls phrasing, sentence structure, and how SIA handles complaints vs praise.

Include: default tone adjectives, how to handle positive reviews, how to handle complaints (lead with acknowledgment or solution?), whether tone varies by channel (WhatsApp vs Google Review vs Instagram), and any specific phrases to use or avoid.

3. Core brand values

The 3–5 values that define how your brand behaves and what it stands for. These show up in word choice, phrasing, and the overall feel of SIA outputs. Values that are too generic (quality, service) don't differentiate — values that describe actual behaviour do.

Include: each value and a one-line description of what it means in practice — not just the word, but how it shows up in your actual communication.

4. Products and services — and what they actually deliver

Your key offerings and, for each one, the main outcome or benefit the customer actually gets. SIA uses this to recommend the right product in a reply, write campaign copy, and generate captions. Focus on customer outcome — not just what the product is, but what it does for them.

Include: product/service name, price range (optional but useful), a one-line outcome, and who it's for if it targets a specific segment. Three to ten offerings is the sweet spot.

5. Common questions, objections, and must-escalate topics

The questions and concerns your team hears most often — and your standard answers. Just as important: the topics SIA should never try to handle alone (refund disputes, legal complaints, health-related concerns, anything that needs a manager). SIA uses your answers to respond accurately and steps back on anything you flag as escalation-only.

Include: 5–10 real FAQs with your actual answer, 2–3 common objections with how you address them, and a clear list of must-escalate scenarios. The more specific your escalation list, the fewer things slip through.

6. Practical business details

The operational facts customers ask about most: hours, how orders or bookings work, payment methods, delivery timelines, and your return or refund policy. This section has a direct impact on inbox auto-replies — accurate operational details mean SIA can answer these questions correctly instead of redirecting everything to a human.

Include: business hours with timezone, step-by-step order or booking flow, all payment methods accepted, delivery windows by region, and return/refund policy with timelines. Update this whenever something changes — stale hours or policies create customer trust issues.

7. Active promotions, events, and visual identity

Current offers or campaigns SIA should work into content, plus the visual anchors — colors, recurring motifs, hashtags — that should appear in posts and images. This section needs to be kept current: expired promotions will appear in live replies and posts if you don't clear them.

Include: active offer name, discount amount, promo code, and end date. Campaign name and theme. Brand colors (hex codes if possible). Standard hashtags. Visual styles or backgrounds to avoid.

8. Who your customers are and where they are

Your core customer segments, where they're located, and any cultural or local context that should come through in how SIA communicates. This shapes phrasing, which examples SIA uses, and whether content feels local and relevant or generic and distant.

Include: primary and secondary customer types, age ranges, cities or regions you focus on, cultural references that resonate (or should be avoided), and how they typically discover or buy from you.

9. Proof points for your key offerings

For each major product or service: the specific, verifiable detail that makes the claim credible. Customer ratings, clinical test results, materials, price comparisons, turnaround times, or testimonials. SIA cites these in replies and campaign copy to make outputs feel grounded and trustworthy rather than vague.

Include: numbers wherever possible — ratings, percentages, timelines, ingredient concentrations. One or two proof points per major product is enough. Vague superlatives (“best quality”) don't count as proof.

10. Your social media presence and content direction

Three things go here: the recurring themes you want to consistently own; your posting personality in two or three adjectives; and the topics, tones, or visual styles to avoid. This is what makes a SIA-generated post feel like it came from your brand specifically rather than a generic brand in your category.

Include: 2–4 named content themes (describe them, don't just name them), 2–3 personality adjectives, preferred caption length, and a “never do” list. The more specific the “never do,” the more useful it is.

Industry-specific and custom sections

Depending on your industry, you may see additional questions relevant to your business type — a healthcare or wellness brand will see different prompts than a retail or F&B business. These capture details that matter specifically to how customers in your category interact and what they need from replies and content.

You can also add custom context in any free-text field to cover anything specific to your business that the standard sections don't capture — a particular partnership, a regional cultural norm, a service constraint, or anything else your team would tell a new hire that isn't obvious from your website.

How SIA uses this context

Your context is read in full every time SIA generates an output. Here's which sections have the highest impact for each task — and what to prioritise filling in first.

Review replies

Primarily reads: response tone (section 2), brand values (3), FAQs and escalation rules (5). A 5-star reply uses your warmth and voice. A 1-star complaint uses your apologetic tone and de-escalation approach. If SIA replies to negative reviews feel defensive or robotic, the problem is almost always section 2 — add more specific instructions on how to handle complaints.

Comment replies

Primarily reads: tone (2), products and services (4), brand values (3). SIA uses your product descriptions to answer specific “where can I get this?” or “does this work for oily skin?” questions. If you sell multiple products or services, naming them clearly in section 4 means SIA can reference the right one instead of giving a generic answer.

WhatsApp inbox replies

Reads everything, but the highest-impact sections are practical business details (6) and FAQs (5). SIA uses your hours, booking flow, payment options, delivery timelines, and return policy to answer operational questions accurately. It uses your must-escalate list to hand off anything that needs a human. If a customer sends a photo or voice note, SIA reads or transcribes it first, then answers using your context. Keeping section 6 current is the single most effective thing you can do to reduce inbox load.

Social media captions

Primarily reads: content themes and posting personality (10), active promotions (7), customer personas (8). If you've defined three recurring themes, SIA rotates across them naturally. The personality adjectives you provide directly shape phrasing and sentence structure. Promotions you've listed will appear in captions without being explicitly prompted every time.

Image generation

Primarily reads: visual identity in section 7 (brand colors, recurring motifs, styles to avoid), promotions and events (7), customer audience (8). SIA builds a visual prompt from your context before generating. Hex color codes, specific motifs, and a clear “avoid” list get you significantly closer to approve-without-changes outputs than vague brand descriptions.

WhatsApp campaign copy and template flows

Primarily reads: product descriptions and outcomes (4), proof points (9), customer personas (8), active promotions (7). A template flow generated for a lead capture campaign will reflect your actual services, typical objections, and geographic or cultural context. The more grounded your product descriptions and proof points, the more the generated copy sounds like it came from your team.

Monthly content plan and Post Agent drafts

Primarily reads: content themes (10), active events and promotions (7), industry topics. The monthly plan uses your themes to spread posts across the calendar in a way that matches your brand direction. If your content themes are specific — “the craft behind our products,” “client transformations,” “local community stories” — the plan reflects them consistently rather than defaulting to generic promotional content.

Tips for keeping context effective

• Be specific. One concrete sentence beats three generic ones. Vague descriptions produce vague outputs — there's no exception to this rule.
• Update promotions and events as they change. Stale offers will appear in live replies and posts. Clear an offer from section 7 the day it ends.
• If replies feel off-tone, revisit sections 2 and 3 first — tone and values are the most direct levers.
• If SIA misses escalations, add the exact keywords or scenarios you want it to hand off in section 5. “Allergic reaction,” “refund above ₹500,” and “media inquiry” are examples of specific triggers that work better than “complaints.”
• If WhatsApp auto-replies feel generic, the practical details section (6) is likely incomplete — add your exact hours, delivery windows, and return policy in full.
• Treat context as a living document. A quarterly review keeps it accurate as your business evolves — new products, changed hours, updated promos.

Next Steps

• Auto-Replies with SIA
• Smart Replies in the Inbox
• AI Post Generation
• Post Agent Overview
• Settings Overview