Brand holds the definitions the rest of Marketing works from: colours, typography, voice, campaign tones, logos and brand assets.
Defining them once means content and creative are produced against a standard rather than against whatever the last person remembered.
Colours And Typography
Your palette and typefaces. Creative work draws on these, so a piece produced in the platform starts on-brand rather than being corrected into it.
Record the exact values. "Our blue" is not a specification; a hex is.
Voice
How the organisation sounds. This is the part most often left empty and the part that pays back most, because it is the hardest thing to hold consistent across several writers.
Write it as instructions someone could follow, not adjectives. "We do not use exclamation marks, and we say what a thing does before why it matters" is usable. "Confident and friendly" is not.
Campaign Tones
Variations for different contexts. A recruitment campaign and a compliance notice should not sound identical, and tones let that be deliberate rather than accidental.
Define a small number. Three or four tones people can distinguish beats ten nobody can.
Logos And Assets
The marks and brand files, held here so nobody is hunting an email thread for a logo.
Include the awkward variants — reversed, monochrome, small-size. Those are the ones people improvise when they cannot find them, and improvised logos are how a brand degrades.
Keep in mind
This is your marketing brand. The platform's own branding — what appears on invoices, emails and the app itself — is set in Settings. They are different things, and setting one does not set the other. See Branding in the Settings section.
Keeping It Current
Brand rots quietly. A palette updated in a design tool but not here means the platform keeps producing the old one.
Review it when anything visual changes, and treat this as the source rather than a copy.
Common Questions
Who should own this? Whoever owns the brand. It is a small number of fields and a real decision each time.
Does creative use it automatically? Creative works from the brand definition. The more complete it is, the less correction is needed downstream.
Can different products have different brands? Campaign tones cover variation in voice. Genuinely separate visual identities are a bigger question than this surface answers.
Is this the same as the client Brand Kit? No. That is a service tool for designing brands for clients. This is your own.
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