Set up a Brand Kit

Define your brand's voice, vocabulary, and theme once so every Guide and draft uses them.

What this is for

A Brand Kit is the source of truth for how your brand sounds and looks across Navless. You set the voice, the words to use and avoid, the colors, and the guardrails once — and every Guide on your site and every draft you create in AEO Signal (Answer Engine Optimization — how AI engines like ChatGPT and Perplexity decide what to quote) follows those rules from then on.

You can fill in a kit by hand across seven tabs, or paste a URL and let AI fill it in for you. Either way, the same kit drives everything the AI writes for your account.

Before you start

• You need Navless enabled on your account. If Navless is not enabled in your account, please reach out to the Navless team.

Step 1: Open a new Brand Kit

• Go to Content Management and open Brand Kits. You'll see a card for each kit in your account, with the brand's name, description, color swatches, voice tone, reading level, and domain.

• Click Create Brand Kit.

Step 2: Fill in the kit (the fast way)

If you have a public website, the fastest path is to let AI infer the kit from your site and then review.

• Click Generate with AI at the top of the editor.

• Enter the URL you want the AI to read — usually your homepage or about page.

• You'll see status messages cycle through: Researching company website… Analyzing brand voice and tone… Identifying communication style… Evaluating content patterns… Detecting personality traits… Compiling brand kit settings…

• When generation finishes, around twenty fields are populated — name, description, voice adjectives, theme colors, personality traits, and more. The form is marked as having unsaved changes.

• Read through every tab. Edit anything that doesn't sound like you.

• Click Save at the top of the form.

⚠️ Important: If you click Generate with AI on a Brand Kit that already has content, the AI will overwrite the existing values in the Brand Kit. It doesn't fill missing fields only. Use it on new kits, or be ready to lose any manual edits in the current form. Nothing is overwritten until you click Save, so you can close without saving to keep the previous version.

📝 Note: If you close the modal while the AI is still working, you'll see a confirmation: "AI is currently analyzing your brand. If you close now, the results will be lost." The kit hasn't been saved yet, so closing mid-run cancels the run.

Step 2 (alternative): Fill in the kit by hand

If you'd rather start from your brand guidelines, work through the seven tabs in order. Each tab covers one piece of your brand.

Identity

• Enter a Name for the kit (required).

• Add the brand's Domain and a short Description of when this kit should be used.

• Upload a Logo, Favicon, and Square logo.

• Use the Default toggle if this should be the kit that auto-applies to new Guides and drafts. The first kit in your account becomes the default automatically.

Theme

• Set eleven color tokens — Primary, Background, Foreground, Muted, Border, and others.

• These colors drive the look of the Guide chat experience on your site. They don't affect how the AI writes; they affect how it looks.

• If you're not sure, leave the defaults — they match a clean light theme out of the box.

Voice & Tone

• Add up to six Voice adjectives (e.g. confident, warm, no-nonsense) that capture how your brand talks.

• Write any Voice guidelines that don't fit in the adjectives — full sentences are fine.

• Drag the Formality slider from 1 (Casual) to 5 (Formal).

• Drag the Technicality slider from 1 (Plain English) to 5 (Technical).

• Choose a Point of view, a Reading level, and up to five Personality traits.

Vocabulary

• Add Preferred terms as pairs — the word to avoid, and the word to use instead. ("user" → "customer", for example.)

• List Words to avoid and Phrases to avoid outright.

• Set any Capitalization and Formatting rules specific to your brand.

Style

• Set Max sentences per paragraph (1–10).

• Choose your Headline case — sentence case or title case — and any other headline rules.

• Set your Emoji policy: Never, Sparingly, or Allowed.

• Set your Markdown preference and whether you favor bullets or paragraphs.

Examples

• Paste Good examples of real content that nails your voice. The AI uses these as anchors.

• Paste What not to do examples — content that sounds wrong for your brand.

• Two or three strong examples in each box go a long way.

Guardrails

• Set the Competitor mentions policy: Allowed, or Never mention.

• Add the brand names of competitors you don't want surfaced.

• The AI will route around them in every response.

Step 3: Save the kit

• Click Save at the top of the form. Saving is explicit — Brand Kits don't autosave, so changes won't take effect until you save.

• After saving, the kit appears as a card on the Brand Kits list.

What success looks like

Your kit shows up in the Brand Kits list with its name, description, color swatches, and voice tone. If you marked it as the default, you'll see a Default badge on the card.

From this point on, every Guide and every draft you create in AEO Signal will use this kit — voice, vocabulary, and style for what the AI writes, theme colors for how the Guide chat looks on your site. Updates to the kit propagate immediately: edit the kit once, and every Guide using it picks up the new voice on the next response. There's nothing to republish.

Common questions

How many Brand Kits can I have?

As many as you want. One kit per account is marked as the default and auto-applies to new Guides and new drafts. You can override the kit per Guide or per draft. Many customers run a marketing kit, a docs kit, and a sales kit in parallel.

What happens if I change my kit later?

Edit the kit and click Save. Every Guide using it picks up the new voice and theme on the next response, and any new draft will use the updated rules. There's no need to redeploy a Guide or re-run a campaign.

Can I delete a Brand Kit?

Yes. Open the kit's card and choose delete. You'll see a confirmation: "Delete '{name}'? This action cannot be undone." Make sure no Guide or draft you care about is still pointing at the kit before you confirm. Your default Brand Kit cannot be deleted. Select a new kit to be the default first.

Can I duplicate an existing kit?

Yes. Each kit card has a Clone action. Clone is useful when you want a second kit that's mostly the same as the first — for example, a marketing kit and a docs kit that share voice but differ on technicality and style.