Brand guidelines are a PDF you upload once under Company Settings → Brand / Logo / Guidelines. The platform's AI agents read it when they write a campaign brief and generate copy, images and video, so the result follows your colours, typography, tone of voice and legal requirements. The upload is optional. Without it, the agents work from your brand name, business category and the campaign description alone. Upload it before your first campaign so the first brief already looks like your brand. Allow about 5 minutes, plus the time to prepare the PDF.

Before you begin

  • An HQ Admin account with the Admin role.
  • Your brand guidelines as 1 PDF document. Only PDF is supported. If you have no written guidelines yet, see Create the guidelines with an AI assistant.
  • Brand Name and Primary Business Category already set on the same page — see Step 5 — Upload your brand, logos and icons. The agents use them for industry-specific compliance.

What to include

  • Tone of voice — how the brand speaks, with words to use and words to avoid.
  • Colour palette — each colour with its hex value, and whether it is for backgrounds, text or accents.
  • Typography — the typefaces for headlines and body copy.
  • Logo usage — clear space, minimum size, and which version goes on dark and light backgrounds.
  • Imagery style — subjects, lighting and composition, and anything that never appears.
  • Copy rules — headline length, capitalisation, calls to action, and the legal lines every advert carries.
  • Compliance — the rules of your industry, for example alcohol, financial promotions or health claims.
  • Target audiences — the same personas you define under Campaign Settings, so the 2 agree.

The agents draw on the guidelines for tone, style and compliance requirements. A PDF that covers the following gives them the most to work with:

Keep each section short and specific. The agents follow the document as written, so a vague or contradictory rule produces vague or inconsistent creative.

Create the guidelines with an AI assistant

If your guidelines exist only in people's heads, an AI assistant such as ChatGPT, Claude or Gemini can draft them from what you already have. Give it your logo files, your website address, 2 or 3 past adverts and any rules you know, with a prompt like this:

You are a brand strategist and design director. Produce a complete set of brand
guidelines for MyCompany.

ABOUT THE COMPANY
- Name: MyCompany
- Website: [mycompany.example]
- What we do / sell: [one or two lines]
- Markets and footprint: [e.g. Australia and New Zealand, 40 stores plus online]
- Industry: [e.g. retail, financial services, healthcare]
- Anything else you should know: [positioning, recent rebrand, parent company,
  regulated claims, key competitors]

SOURCES OF TRUTH, IN PRIORITY ORDER
1. The attached files: [list them, e.g. logo pack, 3 campaign adverts, product
   photography, existing tone-of-voice note].
2. The copy, design and structure of [mycompany.example] and our social channels.
3. Past campaigns MyCompany has run - the attached creative, plus any campaigns,
   taglines or brand history you already know about us or can find publicly.
   Use these to identify patterns we already follow, not to invent new ones.

Where sources disagree, the attached files win, then the website, then your own
knowledge. Note any material conflict you find.

FIRST, ANALYSE BEFORE YOU WRITE
Read the attached campaign creative and the website and extract what is already
true about the brand: recurring colours and where they sit in the hierarchy,
typefaces and weights, logo placement and clear space, photographic treatment,
sentence rhythm, headline length, recurring words and phrases, how calls to
action are worded, how offers and legal lines are presented. The guidelines must
describe and codify the brand as it actually is, and only then recommend where to
tighten it. Flag anything in past work that is off-brand or inconsistent.

ACCURACY RULES
- Give exact hex values derived from the actual assets, and name the asset each
  colour came from. Do the same for typefaces, giving the specific family and
  weights, with a websafe or Google Fonts fallback.
- Mark any line you are inferring rather than observing with "[inferred]".
- Do not invent facts, history, awards, statistics, claims or values we have not
  expressed. If something a section needs is missing, put it in "Open questions"
  at the end rather than filling the gap.

SECTIONS
1. Brand at a glance - a one-page summary a new supplier could work from.
2. Brand overview, purpose, positioning and values.
3. Brand personality and tone of voice, including words and phrases to use, words
   and phrases to avoid, and three short before/after rewrites.
4. Colour palette - primary, secondary and accent, with hex, RGB and CMYK, what
   each colour is used for, approved combinations, and minimum contrast rules for
   accessibility.
5. Typography - families, weights, hierarchy from H1 to caption, sizes and line
   heights for print and digital, and fallbacks.
6. Logo usage - approved versions, minimum size, clear space, acceptable
   backgrounds, and a "never do this" list.
7. Imagery and photography style - subject, composition, lighting, colour
   grading, styling and crops, plus what to avoid. Include icon and graphic
   element rules if they exist.
8. Copy rules - headlines, subheads, body copy, calls to action, offers and
   pricing, legal and disclaimer lines. Give length limits and worked examples.
9. Channel notes - how the above flexes for in-store or print, email, paid
   social, web and video.
10. Industry and regulatory compliance requirements relevant to [industry] in
    [market], and how they affect claims, pricing, disclaimers and imagery.
11. Target audiences - two to four segments with what matters to each and how the
    tone shifts for them.
12. Campaign learnings - what our past campaigns show works for us, expressed as
    reusable rules.
13. Open questions and missing assets.

STYLE AND OUTPUT
Keep every section short and specific enough that a designer, a copywriter or an
AI model could follow it without asking a question. Prefer rules, tables and
do/don't examples over prose. Every rule should be checkable - "headlines under
six words, sentence case" rather than "headlines should be punchy".

Output a single, well-structured document with a cover page, a contents list and
numbered sections, formatted so I can save or export it as a PDF.

Select Copy prompt, paste it into your assistant and replace the example brand, website and adverts with your own. Read the draft, correct anything the assistant guessed, then export it as a PDF.

Upload the guidelines

  1. In the left navigation, select Company Settings.
  2. In the sub-navigation, select Brand / Logo / Guidelines.
  3. Under BRAND GUIDELINES USED BY AI-AGENTS/SKILLS, drag the PDF onto the area marked Drag & Drop Brand Guidelines here, or select Click to upload and choose the file. The area notes that only PDF documents are currently supported.
  4. Wait for the upload to finish.

To update the guidelines later, upload the new PDF the same way. The new file is used the next time an agent writes a brief or generates creative; campaigns already created keep the brief and creative they have.

The guidelines are sent to the AI model providers you registered under Platform Admin → AI Models / Integrations with each generation request, using your own provider accounts. See Where is my data stored and how is the platform secured?.

Verify it worked

The file name appears in the BRAND GUIDELINES USED BY AI-AGENTS/SKILLS panel when you reopen Brand / Logo / Guidelines. The next brief the AI assistant writes uses your tone of voice, and the creative it generates uses your colours and typography.

Troubleshooting

The upload is refused

Cause. The file is not a PDF.

Fix. Export the guidelines as a PDF and upload again.

Generated copy or creative ignores the guidelines

Cause. The rules are vague or contradict each other, or the PDF is made of scanned images with no readable text.

Fix. Rewrite the rules as short, explicit statements, export a text-based PDF and upload it again. Then select Regenerate on the campaign.

Next step

Upload Retail Admin users for your stores