---
title: Projects
description: Link personas, products, and documents together in one workspace. Generate research grounded in real customer context.
---

Projects are where everything comes together. A project links your product, personas, and documents into a single workspace so that every document you generate and every strategy you write is grounded in the context of your actual customers.

## Why projects matter

Without projects, your personas live in one place, your documents in another, and your product context somewhere else. Projects connect them. When you generate a document inside a project, Brand Stack feeds your persona data and product context directly into the generation. The result is a document that speaks to real people, not abstract market segments.

This is the difference between a generic "buyer persona" doc and a strategy brief that references specific customer pain points, goals, and behaviors your team has already validated.

## Creating a project

1. Navigate to **Projects** in the sidebar
2. Click **New Project**
3. Name your project and select which product it relates to
4. Brand Stack automatically links the product's personas to the project

You can also create a project directly from a product page. The product and all its personas are linked automatically.

## What's inside a project

A project workspace contains three sections:

### Products
The product (or products) this project is about. Product context feeds into every AI generation within the project.

### Personas
The customer personas linked to this project. These are the people you're building for. Their demographics, goals, pain points, and behavioral insights shape every document you generate.

### Documents
All documents created within this project. Upload existing docs, add documents from elsewhere in your workspace, or create new ones using any of Brand Stack's [111+ templates](/documents).

## How projects improve document quality

When you create a document inside a project, Brand Stack uses the full context of your linked personas and product to generate content. This means:

- A **competitive analysis** written inside a project references your specific customers' pain points when evaluating alternatives
- A **go-to-market plan** grounds its messaging in real behavioral insights from your persona research
- A **product brief** reflects actual jobs-to-be-done your customers need solved, not hypothetical use cases
- A **sales enablement doc** uses the language and priorities your personas actually care about

The more context your project has, the more focused and useful every generated document becomes.

## Project types and examples

Projects are flexible. Here are common ways teams use them:

### Product launch
Link your product and target personas, then generate a launch brief, messaging framework, competitive positioning doc, and sales one-pager, all grounded in the same customer context.

### Quarterly planning
Create a project for each quarter. Link the personas most relevant to your current priorities. Generate OKR frameworks, sprint plans, and prioritization docs that reflect what your customers actually need.

### Feature development
Spin up a project for a major feature. Link the personas who would use it most. Generate a PRD, user stories, and design brief that stay aligned to real user goals and pain points.

### Market expansion
Entering a new segment? Create a project with your new product positioning and freshly generated personas for that market. Generate competitive analysis, positioning docs, and GTM plans tailored to that audience.

### Content strategy
Link your marketing personas to a content project. Generate content briefs, editorial calendars, and messaging frameworks that speak directly to your target readers' challenges and interests.

### Sales enablement
Create a project for your sales team with buyer personas linked. Generate battle cards, objection handling guides, and discovery call scripts grounded in how your customers actually think and make decisions.

## Sharing and publishing

Projects can be published to the [Brand Stack community](https://brandstack.dev/community) where other teams can discover and learn from your work. Published projects include the personas, documents, and product context, giving other users a complete picture of how you approached customer understanding for a specific initiative.