Run a client's brand

An agency runs six brands and the expensive part is not the work — it is the re-explaining. Every new conversation starts from nothing: who the client is, how the name is written, what the tone is, what is in stock this month, who they are actually competing with.

A project is where that stops. One project per client, loaded once, and from then on you attach it and ask.

The client in this recipe is Northsole, a running-shoe brand invented for the example — the handles below are made up too.

What goes in, and where

A project does three separate jobs, and knowing which one you are asking for is the whole trick. It holds things, it grants access to them, and — only when you attach it to a chat — it supplies context.

• The client's documents — the brand manual, the image manual, the communications plan, the season's stock list. Upload them in Assets and link them into the project. Now everyone on the account can reach them.
• The durable rules — how the name is written, the tone, the claims that need approval, the client's own handles and their competitors'. These go in the project's Knowledge, which is the one thing that loads into a conversation when the project is attached.
• The work itself — the chats, the canvases, the finished assets, filed under the project so the next person on the account finds them.

Teach it the rules once

You do not write the knowledge entry by hand, though you can edit it from the project's Knowledge tab. The normal way is to say the thing in a chat with the project attached — @northsole — and Endless saves it, showing a "Saved to" card naming the project so you know it happened.

Remember for this project: the brand is always written Northsole, one word, never "North Sole". Our accounts are @northsole on Instagram and TikTok. The competitors we track are @pacegrove and @trailhead.athletic. We never post prices, and any claim about materials or performance needs the product team's approval before it goes out.

Next time anyone attaches the project, the conversation starts from there instead of from nothing.

Ask for the audit

Now the questions stop carrying context. Attach the project and ask about the client as if the other person already knew who they were.

Analyse @northsole's Instagram for the last three days — every post, its format, the caption angle and the engagement. Then do the same for @pacegrove and @trailhead.athletic over the same window. Tell me what they're doing that we aren't, and put a link behind every post you mention.

Endless reads those accounts directly rather than searching for articles about them, and it covers Instagram, X, TikTok, YouTube, Reddit, LinkedIn and Facebook the same way. Ask the same question of TikTok over a month, or ask it to read the comments under the biggest posts, and it widens the sweep to match.

Widening costs, though. Each lookup is a paid step at a flat price, charged once per successful call and shown on the step; one that fails, or that you decline, is not charged. A profile, a page of posts and a comment thread are three calls — so "every post from every competitor this year" is dozens of them, and worth narrowing before you send. See credits and spending.

Turn the audit into a plan

The research and the writing happen in the same conversation, so the plan is the next message rather than a new brief you type up yourself.

From that audit, write a creative brief for a four-week campaign: the insight, the proposition, the audience, the tone, three territories worth exploring, and what we must not do. Follow the brand manual I attached and the rules in this project.

Turn the brief into a four-week posting calendar for Instagram and TikTok. For each slot: the date, the format, the hook, the caption, and which product from the stock list it features. Then the objectives, and the exact numbers we'll measure them by.

Ask for the images and the video in the same thread and they are generated there and land in Assets like anything else, filed under the project.

Four weeks later, the loop closes on real numbers rather than on the plan:

Pull the real engagement on everything @northsole posted in the last month and check it against the objectives in the calendar. Which slots hit, which missed, and what does that change about next month?

Who can do this

Creating a project and adding to it is a content action, so a Viewer — who reads and nothing else — cannot. A project is Private or Workspace reach, chosen when you create it; on a private one, the member list is the access control. Only members inherit the project's assets into their own library, so being able to browse a project is not the same as having its files filed with yours. On the Free plan there is a cap on how many projects a workspace can hold, and archiving does not free a slot.