Brand Identity

Your central brand hub - mission, audience, voice and look. A core input the Brain and every AI feature build on.

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Brand Identity is the home for who you are as a brand: your mission, ideal customer, voice, competitive positioning, colours and logo. It's a core input to the Brain, so filling it in makes everything the platform produces - reports, insights, copy, ad creative, the website chatbot's voice - sound like you.

It lives in the Performance area of your dashboard and is available on every plan - it's foundational context, not a premium add-on.

What you define

  • Mission & vision - what you're here to do.
  • Ideal customer (ICP) - who you're for.
  • Brand voice - tone, personality and guidelines for how you sound.
  • Competitive positioning - what you win on, and the tradeoffs you don't make.
  • Colours - primary, secondary and accent.
  • Logo - your marks.

How to fill it in

  • Scan your website to pre-fill everything in one click, then review and edit each field before saving.
  • Or fill each field in by hand - everything is editable.

Re-scanning after your website changes

Run Re-scan website any time your site changes - after a rebrand, a new offer or a new homepage. A re-scan never overwrites what you've already saved:

  • Empty fields are filled in from the scan - read them over and edit anything that's off.
  • Fields you've already filled that your website now shows differently appear in a What your website shows now panel, with your saved value and the website's value side by side (colours as swatches, logos as images). Choose Use this or Keep mine for each one, or Use all to take every change at once. Your choice is saved straight away.
  • The scan message tells you how many fields differ, or that everything already matches.

Saving

There's no save button - Brand Identity saves as you go. Clicks (colours, roles, logos, scan choices) save straight away, and text saves when you click out of the field. The bar at the bottom of the page shows Saving..., All changes saved, or Not saved with a Try again button if something went wrong. If you try to leave the page while you're still typing in a field, your browser asks you first.

You can run the website scan yourself - it uses a small monthly allowance shown in Usage & limits. Every field is yours to edit and save.

Your account team can run the website scan for a client, and the client can review and edit their own brand details.

Brain refresh suggestions

As the Brain learns, it keeps an eye on five of these fields - Mission Statement, Brand Voice, Ideal Customer (ICP), Competitive Positioning and your Colour Palette - and speaks up inside the field's own card whenever a document you upload tells it something genuinely new. You'll see one of two notices.

An amber suggestion reads "The brain suggests refreshing this based on <document name>" (or "filling this in" when the field is empty). The Brain drafts the new wording from what it learned, and when your documents disagree it goes with the most recent one - so a new brand guide wins over an older deck. The document it names is the one that shaped the suggestion most. You get three choices:

  • Preview - see the current value and the suggested value side by side, with a one-line reason for the change. For the colour palette you'll see the colours as swatches. If a document gives only a Pantone or print reference, the Brain converts it to the closest hex code and keeps the reference in the colour's name, so check it against your brand guide.
  • Apply - replace just that field with the suggested value; the rest of your Brand Identity stays exactly as it is.
  • Dismiss - hide the suggestion and keep the current value.

A teal acknowledgement reads "The brain reviewed this against <document name> - it already reflects it." There's nothing to do - it's simply reassurance that the document was read and your field already covers it, and it clears itself once you've seen it.

Logos aren't suggested by the Brain - it can't take an image out of a document. Upload a new logo yourself, or use Re-scan website to pick one up from your site.

The Brain never edits a field on its own - a person always confirms. When you Apply, the change re-syncs the Brain, so everything downstream (reports, ad copy, the on-dashboard chat) picks up the fresh value straight away.

If you change a field yourself, any suggestion written against its old wording is cleared. The Brain speaks up on that field again the next time a document tells it something new.

Once you Apply or Dismiss a suggestion, the Brain stays quiet on that field until genuinely new information arrives - it won't keep re-suggesting the same change. Suggestions (but not the teal acknowledgements) also surface in your Today feed and add to its count, so you can spot them without opening this tab.

You'll only ever see a suggestion after uploading a document, and it's yours to apply or dismiss - nothing updates without your say-so.

When your team uploads a document to a client's Brain, any suggestions surface on that client's Brand Identity tab - for your team, or the client on a self-serve account, to review. Nothing changes until someone confirms.

Why it's worth doing early

The richer your Brand Identity, the more consistent and on-brand everything downstream becomes - the AI report narrative, Copywriter drafts, Ad Studio creative, the Web Concierge chatbot's voice, even how the Voice Outreach agent speaks. Changes sync automatically, so updating your brand updates everything that depends on it.

Brand book

When you're done you can publish a brand book - a tidy, visual summary of your identity you can share or keep as a reference.