You've already done the homework, and it's all loaded into Notable. This is just tidying up loose ends: the few places we changed what you gave us (mostly where your two documents disagreed), and what's still open.
Who does what
ArlenWhat we changed, and the questions marked Arlen.BernieThe questions marked Bernie, including how to word your history. Arlen can type your answers in if that's easier.
The rules
Anything you leave alone, we go ahead with.
Save for later keeps your answers here and sends nothing.
Send to Team Empathy lets us know you're done with that tab.
You don't have to finish in one go, and either of you can come back to any tab.
What happens next
We fold your answers into Notable.
You sign off your Brand Kit, which unlocks your content strategy.
Your first three pieces come to you for feedback before anything is published.
We loaded your Revised Brand Kit and entity pack into Notable as you gave them to us. These are the only places we changed them, and why. Where the two documents disagreed, we went with the entity pack, since it came a day later, except how long you've been going, which we've left out everywhere until Bernie answers question Q1. Tick OK, or choose Change and tell us what you'd like instead.
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Item
What we have
Your call
W1
Where it's made
Your homework: Your brand kit named the city it's made in and used a "private sewing workroom" line. Your entity pack, a day later, settled on "Made in New Zealand" and nothing more.
Now: "Made in New Zealand" only. We say there's no showroom and point people to free samples.
Why: The later document, and your red line not to say who makes it, where or how.
W2
Blinds Depot
Your homework: Your brand kit called it an external brokerage site that links back to you. Your entity pack says it's a brokerage site you own.
Now: A brokerage site you own, never used as the company name.
Why: The later document. Whether it stays on your samples page is question Q2.
W3
Where articles send people
Your homework: Two calls to action: the instant quote on product pages, and free samples.
Now: Every article's closing link goes to your Free Fabric Samples page. Product mentions inside an article still link to the product, where the instant quote lives.
Why: Notable takes one closing link per article, and free samples suits every topic.
W4
Content we'll write
Your homework: Your seven: buying guides and explainers, comparisons, how-to guides, room-by-room guides, motorisation and smart home, informational articles and case studies.
Now: Your seven, plus three general formats Notable keeps: thought leadership, listicles and customer stories (real, attributable reviews only).
Why: They give us room to vary the formats. Choose Change if you'd rather we stuck to your seven.
Happy with everything, or finished this tab?
What we still need
What's still open, mostly from your entity pack's "not yet settled" list. Type an answer, or attach a file where it's easier. Skip anything you don't know yet, and we'll leave things as they are until you tell us.
Your story
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Question
What we need
Your answer
Q1
How long you've been goingBernie
Your two documents tell this two ways. The brand kit says: founded in 2003 by Curtain Makers NZ Limited, over 20 years, never "over 40 years". The entity pack says: over 40 years of trade heritage through Curtain Makers NZ Limited, which you bought in March 2003, and 23 years of your own experience. Which line goes on the site, in your listings and in your About page? Until you choose, we don't state a year or an age anywhere.
Q2
Blinds DepotArlen
It still appears, unexplained, in the guarantee block on your Free Fabric Samples page. Would you like us to remove it, or add a line saying it's yours?
People
#
Question
What we need
Your answer
Q3
Your author bioBernie
A short bio for Bernie, since your articles carry his name (without a photo, as you asked), and his LinkedIn link once it's updated.
Proof
#
Question
What we need
Your answer
Q4
Fabric certificationsArlen
OEKO-TEX 100, OEKO-TEX STeP, REACH and ISO 14001 belong to your fabric suppliers. Which fabrics or suppliers carry them? A certificate or a supplier page settles it. Until then we don't mention certifications.
Q5
Motor certificationArlen
Your motors are New Zealand certified. Which body or brand certifies them?
Q6
More Commercial workBernie
Beyond The Block NZ, SkyCity, and your work with Safari Construction, Pacific Architecture and FURNZ Group, are there projects we can name publicly, and photos we can use for case studies?
Q7
InstallersArlen
Your FAQ suggests House Doctor, Green Acres and Hire-a-Hubby for installation. Still current, and OK to mention in content?
Your profiles
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Question
What we need
Your answer
Q8
Directory listingsArlen
You're listed on Yelp and Yellow.co.nz. Have you claimed those, and are the details right? Any others we should add (NoCowboys, Builderscrack, interiors directories)?
Happy with everything, or finished this tab?
Your Brand Kit
For reference: this is exactly what Notable reads before it writes a word for you, rebuilt from Bernie's Revised Brand Kit and entity pack. There's nothing to tick here. The few things we changed are on the What we changed tab.
Your brand
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Item
What Notable reads
A1
About your brand
Roman Blinds Direct is a New Zealand maker of good quality, reasonably priced, custom made-to-measure window treatments: Roman blinds, roller blinds, wooden and slat blinds and motorised blinds, plus curtains and cushions, made in New Zealand to each customer's exact measurements and sold direct online with delivery across New Zealand. Customers order up to eight free fabric samples, measure with step-by-step video guides, and install it themselves with everything supplied, backed by a 2-year guarantee and a real person on 0800 774 822.
Positioning, in Bernie Dalzell's words: "Good quality, reasonably priced, custom-made window treatments online." The saving is framed as "save at least 30% compared with buying through a store". Roman blinds are the hero product and the brand name; motorisation is the key growth focus; Commercial (hotels, apartments, townhouses, high-density developments, motels and schools) is the lead-generation growth line. Supplying your own fabric is a service almost nobody else offers.
There is no showroom: customers order free samples to see the fabrics. Owner Bernie Dalzell is the default named author, and customers name him in review after review for his service.
A2
Taglines
Your positioning line stays in use, in Bernie's words: "Good quality, reasonably priced, custom-made window treatments online."
A3
Voice and tone
A friendly industry expert: professional without being overly technical. Warm, direct and helpful the way a good small business is helpful, plainly and proudly local, enthusiastic about the craft rather than about itself. Never SEO-engineered: keywords sit naturally inside genuinely useful advice, the way Bernie explains things on the phone. Every major section carries a reason to believe it: a stat, a summary table or a practical insight from actually making the product.
A4
Who writes
Bernie Dalzell, owner of Roman Blinds Direct. Customers name him in review after review, and the writing should sound like Bernie on the phone: plain, patient, specific, generous with practical knowledge, never salesy. Where content is team-authored it still carries that voice. Bernie is not pictured on the site. No former staff member is ever named as an author or contributor.
The locked name is Roman Blinds Direct. Never write "Roman Blinds Direct Ltd" in content, "RBD", "Roman Blind Direct" (singular), "Roman Blinds Direct NZ", "Roman Blinds NZ" or "Buy Blinds" as the company name. Blinds Depot is a brokerage site Roman Blinds Direct owns: never use it as the company name.
B2
Rule 2
New Zealand English throughout (colour, customise, motorisation), sentence case headings, no em dashes, no superlative without a source.
B3
Rule 3
Answer the reader's question in the first two sentences, and add a summary table wherever a reader would scan.
B4
Rule 4
Terminology: "curtain tape" (never pencil pleat); "single pleat" and "double pleat" (never pinch pleat); "inverted pleat" (never wave headings). "Slat" and "venetian" are interchangeable for the wooden range.
B5
Rule 5
Never reference products that aren't sold: readymade curtains, eyelet or grommet curtains, wave tracks, aluminium venetians, honeycomb or cellular blinds. Never build content around a product Roman Blinds Direct doesn't sell, or content with no emotional or educational value to the range.
B6
Rule 6
Never claim a fabric is fade-proof.
B7
Rule 7
Blinds are chain controlled: never imply a cordless or cord-free product. Nursery and child-safety content routes the reader to motorisation.
B8
Rule 8
Every price carries its qualifier (each, per metre, excludes remote, excludes freight). All prices exclude freight.
B9
Rule 9
Only the locked figures: up to 8 free samples; delivery $35 North Island and $50 South Island; lead time "4 to 6 weeks, depending on workload"; 2-year guarantee on blinds; 5-year motor warranty; motorisation from $220 each, excluding the remote.
B10
Rule 10
Never position the brand as budget, cheap or discount: the ground is good quality, reasonably priced.
B11
Rule 11
Manufacturing: the only public line is "made in New Zealand". Never add who makes the product, where or how.
B12
Rule 12
Never state a founding year, a company age or a years-in-business figure until the owner confirms the wording.
B13
Rule 13
Never name competitors in published content and never write named comparison content: the competitor list is for research only.
B14
Rule 14
Commercial-channel content stays objective and results-focused.
B15
Rule 15
Never describe Roman Blinds Direct as an installer, or claim it offers measuring or installation services: it supplies ready-to-hang product with guides.
B16
Rule 16
Never publish a testimonial that can't be attributed to a real, verifiable customer.
B17
Rule 17
Never include personal matters or private business dealings, profanity, or anything offensive, insensitive or discriminatory.
B18
Rule 18
Approved supporting angles: healthy homes and insulation; NZ child-safety standards for corded window coverings; DIY-and-save.
B19
Rule 19
Fabric names (for example Matrix Bluesteel, Shore White) mix the brand's own and supplier names, and content may be built around them.
B20
Rule 20
Calls to action send readers to the instant quote on product pages, or to order free samples.
B21
Rule 21
Never imply a commercial link or shared branding with any other blinds business.
Product lines
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Item
What Notable reads
C1
Custom Roman Blinds
The hero product and the brand name: made-to-measure Roman blinds on chain-controlled headrails in blockout, thermal and light-filtering fabrics, with optional motorisation.
C2
Roller Blinds
Blockout, sunfilter and thermal-coated roller blinds, made to measure: the biggest blinds category by search demand.
C3
Wooden Slat Blinds
True-wood and faux-wood slats (no aluminium venetians): real wood for living areas, faux wood for wet rooms.
C4
Custom Curtains
Sheer, thermal and blackout curtains, custom made with the full lining range, including remaking a customer's existing curtain fabric into blinds.
C5
Supply Your Own Fabric
The customer's own material made into blinds, curtains or cushions. Almost nobody else offers it.
C6
Motorised Blinds and Curtains
The key growth focus. Roman blinds, roller blinds and curtain tracks motorised from $220 each (excluding the remote), battery or electric, with remote, app, Google Assistant and Alexa control and a 5-year motor warranty.
C7
Commercial
Window treatments for hotels, apartments, townhouses, high-density urban developments, motels and schools: the growth focus for lead generation, supported by case-study content.
C8
Cushions and Curtain Tracks
Cushions, sold only as an add-on to curtain and Roman blind orders (never standalone), plus curtain rods and tracks with curtain orders, including motorised tracks.
Who we're writing for
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Item
What Notable reads
D1
Repeat customers, the loyal fans
The core: service-driven and Bernie-driven repeat buyers.
D2
Interior design enthusiasts
Design-led buyers, including the supply-your-own-fabric customer. Small in volume, high in margin and story value.
D3
New builders and property developers
Niche, higher volume per job, including hotels, apartments, townhouses, high-density urban developments, motels and schools. Tied to the Commercial product line.
D4
DIY home renovators
The most likely new customer: doing a whole house or several rooms, happy to measure and install themselves, willing to order samples and pick up the phone.
D5
Landlords
Buying window coverings directly for their own rental property or properties.
D6
New homeowners
Just bought a house (not a new build) and living with window coverings they didn't choose.
D7
Rental property managers
Buying and managing window coverings across multiple rental properties.
Competitors
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Item
What Notable reads
E1
Who we measure you against
The businesses we measure you against in search. They're for our research only: you've asked that no competitor is ever named in your content, and none will be.
Bargain Blinds & Curtains (bargainblinds.co.nz)
Blinds by Tuiss (blindsbytuiss.co.nz)
Curtain Studio (curtainstudio.co.nz)
Rods & Blinds (rodsandblinds.co.nz)
Budget Blinds (budgetblinds.co.nz)
Markets
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Item
What Notable reads
M1
Primary market
New Zealand
M2
Secondary markets
None
M3
How we treat them
New Zealand is your only market, and everything is written in New Zealand English. International orders are taken on request, but we don't write for overseas markets. An unrelated overseas business trades under the same name, so we keep your New Zealand details identical everywhere to make sure AI tools never mix the two up.
Content we'll write
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Item
What Notable reads
G1
Listicle
A ranked or curated list, scannable and easy to compare.
G2
Informational article
An educational, answer-first article that clearly explains a topic for readers researching it.
G3
How-To Measuring and Installation Guides
Measuring, installation, cleaning and care, changing control sides and using the video guides, so customers can do it themselves.
G4
Room and Style Inspiration Articles
Room-by-room guides: bedrooms, nurseries (child safety, routed to motorisation), bathrooms and kitchens, living rooms.
G5
Product Comparison and Buyer Guides
Buying guides and explainers, the unclaimed layer in this category (which blind for a bedroom, Roman vs roller), written with the authority of the people who make the product.
G6
Customer Story and Review Features
Pieces built around real, attributable customer outcomes and reviews.
G7
Comparison
Head-to-head choices between products and fabrics: Roman vs roller, blockout vs sunfilter vs thermal, real wood vs faux wood. Never named competitor comparisons.
G8
Thought leadership
An opinionated, insight-led piece that takes a clear point of view backed by the brand's expertise.
G9
Case studies
Previous work and success stories, commercial and residential, showing real project outcomes.
G10
Motorisation and smart home
Is motorisation worth it, battery vs electric, app and voice control, and child safety.