What each Brand Kit section means

A kit reads top to bottom in four parts. The contents list on the left jumps to any section.

Visual identity

• Logo — your logo files found on the site, plus alt text, minimum size, clear space and what not to do with it. Upload logo or Replace logo if the right one wasn't found.
• Color Palette — primary, secondary and accent colours with their codes, and guidance on using them.
• Typography — Heading font and Body font, a fallback, and notes on hierarchy.
• Imagery & Visual Style — the style of photos, icons, patterns and shapes, with example photos from your site.

Then Brand in use shows these on a website hero, social post, email, business card and ad banner. They redraw when you edit the kit.

Voice & messaging

• Voice & Messaging — how the brand writes, do and don't examples, tagline, elevator pitch, an "About us" paragraph, preferred words and words to avoid.

Brand foundations

• Business & Brand Understanding — mission, vision, values, brand story, what earns the money, pricing, competitors and what sets you apart.
• Audience Clarity — a buyer persona, their pain points, what they search for, objections, and where they spend time.

Marketing strategy

• Customer Journey & Buying Process — the stages someone goes through, what triggers a purchase, and where people drop off.
• Content & Communication Strategy — messaging pillars, content mix, the formats to prioritise, and seasonal moments.
• Goals & KPIs — short- and long-term goals and the numbers to track.
• Resources & Workflow — who provides what, an approval process, budget split and recommended tools.
• Analytics & Optimization — metrics to watch and how often to review them.

The tag on each section

Brand at a glance

The summary card at the top — logo, name, tagline, colours, fonts and voice — is built from the sections. To change it, edit the sections. If it says "Not found yet; add them below.", that section is empty.

Next: read the sections tagged AI estimate first; they need your numbers most.