BRAND_CONTEXT: {
  brand_identity: {
    name: "Spectrum Eye Care",
    tagline: "Exceptional vision solutions through expert care",
    mission: "Our mission is to provide exceptional vision solutions through expert care, high-quality products, and a patient-first approach. We are committed to creating a seamless and engaging experience for every patient while empowering our team with the tools, knowledge, and support they need to succeed. By fostering a culture of excellence, continuous improvement, and collaboration, we aim to elevate both patient care and business performance, ensuring that every individual leaves our office seeing and feeling their best.",
    values: ["patient-first approach", "excellence", "continuous improvement", "collaboration", "comprehensive care"]
  },
  voice_characteristics: {
    tone: "Professional and welcoming",
    personality_traits: ["trustworthy", "caring", "comprehensive", "knowledgeable", "friendly"],
    communication_style: "Clear, kind, and concise - professional without being formal or high-brow",
    avoid_language: ["overly casual language", "exclamation marks", "overly formal language", "flowery language", "jargon without explanation", "atropine as myopia management option"]
  },
  visual_identity: {
    primary_colors: ["Professional medical colors", "Clean and trustworthy palette"],
    secondary_colors: ["Warm accent colors"],
    typography: {
      primary_font: "Clean, readable sans-serif",
      secondary_font: "Professional complement font"
    },
    logo_usage: "Consistent brand presentation across all materials",
    imagery_style: "Professional, warm, welcoming - showcasing real patient care and advanced technology"
  },
  services_offerings: {
    primary_services: ["Comprehensive Eye Exams", "Dry Eye Clinic", "Myopia Management", "Orthokeratology", "Specialty Contact Lenses"],
    secondary_services: ["Optical Shop", "Contact Lens Fitting", "HSA/FSA Services", "Multiple Location Convenience"],
    target_audience: "Families and individuals in Charlotte, NC seeking comprehensive eye care - from children needing myopia management to adults requiring specialized treatments",
    unique_value_proposition: "Charlotte's go-to eye care practice that can do it all - combining excellent customer service (patients stay 10-30+ years), comprehensive services, connection to functional health through Revision Health, and multiple convenient Charlotte locations",
    location_specifics: {
      service_area: "Charlotte, NC",
      locations: ["South End Charlotte", "Uptown Charlotte (validated parking)", "South Charlotte"],
      special_notes: ["Uptown optical closes at 3:30pm", "Other locations optical closes at 4:30pm", "Langtree location closed February 2024"]
    }
  },
  brand_positioning: {
    market_position: "Premier comprehensive eye care practice in Charlotte",
    competitive_advantages: ["Exceptional customer service with long-term patient relationships", "Full-service capability", "Connection to functional health practice", "Multiple convenient locations", "Advanced technology investment"],
    brand_promise: "To be everything to everyone and Charlotte's go-to eye care practice while maintaining trustworthy care focused on overall health and wellness beyond just vision"
  },
  content_guidelines: {
    terminology_preferences: ["Use 'eye', 'vision', 'sight' over 'ocular'", "Use 'kid' more than 'child'", "Myopia 'Management' not 'control'", "Explain medical terms parenthetically"],
    messaging_framework: ["Validate patient feelings", "Use positive language", "Highlight benefits of clear/comfortable vision", "Mention specific staff friendliness", "Use 'you' and 'your family' language"],
    brand_voice_execution: ["Professional but not formal", "Clear explanations without jargon", "Welcoming like a familiar coffee shop", "Reassuring and trustworthy", "Focus on patient questions and curiosity"]
  }
}