Setting up Your Brand Kit: The Essentials
Your Playbooks are only as consistent as the brand context you give them, and scattered guidelines in docs and slide decks don't cut it at scale. In this lesson, Rafaël shows you how to build a Brand Kit from scratch so every piece of content your team produces stays on-brand from the start.
What You'll Learn
TL;DR
- Brand Kit is the structured, AI-readable source of truth for your brand's voice, tone, writing rules, products, audiences, and visual identity.
- AirOps auto-generates roughly half of your Brand Kit when you enter your domain. Your job is to review and fill the gaps.
- Foundations (about, voice, writing rules) apply to every piece of content. Product lines, content types, audiences, and regions add scoped context that stacks on top.
- Writing rules must be specific enough that a stranger could follow them on the first read.
- Visual guidelines give agents the colors, logos, and typography they need to produce on-brand images and reports.
What you're building and why it matters
Brand Kit is one of four components in AirOps that give your agents and Playbooks the context they need to produce on-brand content at scale. The other three are Knowledge Base (your research and first-party data), Model Context Protocol (MCP) connections to your living systems, and human-in-the-loop review (human judgment governing what AI produces).
In this lesson, Rafaël walks through building a Brand Kit from scratch. Brand Kit captures who you are: voice, tone, products, audiences, writing rules, and visual identity. Every agent and teammate draws from it each time they create content for your brand.
Brand Kit structure at a glance
A Brand Kit is organized into six sections:
- Foundations: your brand's core identity fields (about, voice, writing rules)
- Product lines: what each product does, how it's positioned, and who it's for
- Content types: templates, writing rules, and CTAs for each format you publish
- Audiences: persona-specific descriptions and writing rules
- Regions: market-specific localization rules
- Visual guidelines: logos, palettes, typography, and visual examples
Two bonuses: custom variables and the auto-generated first pass that gives you a head start.
Starting point: the auto-generated first pass
You don't start from zero. When you entered your domain when you first signed up, AirOps scanned your site and generated a first pass of your Brand Kit. It pulls your brand name, about section, voice, and tone automatically.
- Navigate to Brand Kits in your workspace to find the pre-filled kit
- The auto-generated content gets you roughly halfway there
- The next lesson covers refining your Brand Kit through MCP, so you don't have to do everything manually
Foundations
Foundations are the core fields that Workflows and Power Agents reference every time they generate content.
- About section: Describe what your brand does, who you serve, and what makes you different. Review the auto-generated summary and correct anything that's off.
- Voice: Your brand's consistent personality. This is how your brand always sounds (for example: direct, warm, conversational). Review the generated values and adjust them to match your actual guidelines.
- Writing rules: Specific, enforceable guardrails that agents follow when producing content. Add at least one rule during this lesson.
- Writing rules also exist at the content type, audience, and region levels. Those scoped rules stack on top of these global rules.
- Make rules clear and specific. "Be concise" is hard for humans and AI to interpret. "Sentences should be under 25 words" is actionable.
- A good test from Rafaël: would a human reading this rule for the first time know exactly how to apply it?
Product lines
Each product line captures what a product does, so content about one product stays separate from content about another.
- For a single-product company, one entry is enough
- Each product line includes:
- Details: what the product does
- Positioning: how you talk about the product in market
- Differentiators: what sets it apart
- Ideal customer profile: who it's for
- Competitors: products you compete against
- When an agent accesses a specific product line, it pulls only that product's context. Content about Product A won't bleed into content about Product B.
- Playbooks can access multiple product lines at the same time when needed
Content types
Content types give Playbooks a different template and different writing rules for every format your brand produces (blog posts, landing pages, legal pages, emails, and so on).
- Template outline: The structural blueprint for this format. It defines what sections to include, in what order, and how deep to go.
- Writing rules (scoped): Rules specific to this content type. They stack on top of global rules. For example, a blog post might allow a casual tone that a legal page would not.
- CTA text and destination: The call-to-action copy and link for this format
Each content type can also carry its own content samples that Playbooks reference when generating
Audiences
The same product positioned for a CMO, a developer, or an agency owner can sound completely different. Audiences let Playbooks tailor content to each persona without rewriting prompts every time.
- Each audience includes a name, a description, and its own writing rules
- If your audiences aren't fully defined yet, Rafaël recommends creating a placeholder now with a name and a rough one-line description
- The next lesson pulls richer audience context from existing tools through MCP
Regions
Regions help you localize content with market-specific writing rules and samples. Useful when you operate in more than one country or have style guides per market.
- Each region carries its own description and writing rules
If you operate in a single market, create that region anyway. It becomes the default context for your agents and Workflows, and gives you a clean place to add localization rules later.
Visual guidelines
Visual guidelines give agents the visual side of your brand so they can produce on-brand images and reports.
- Logos: your brand's logo files
- Color palettes: your brand colors
- Typography: fonts and type styles
- Visual examples: real examples of your brand applied in context
Common use cases include generating on-brand AI images (infographics, hero images, illustrations) for content types, and creating branded Answer Engine Optimization (AEO) reports to share with teammates.
Custom variables
Every brand has context that won't fit neatly into the sections above. Custom variables handle these elements: data taxonomies, naming conventions, example introductions, or any short-form brand-specific context.
- Large data sets belong in a Knowledge Base
- Shorter reference text fits better as a custom variable
Key takeaways
- Placeholders beat empty sectionsDon't wait until your audience definitions are perfect. Rafaël recommends creating a placeholder with a name and a rough one-line description now. You can pull richer context from your existing tools through Model Context Protocol (MCP) in the next lesson.
- One region is still worth setting upEven if you operate in a single market, create that region anyway. It gives your agents a default context and a clean place to add localization rules later without restructuring anything.
- Visual guidelines power more than pretty imagesYour logos, palettes, and typography aren't decorative. Agents use them to generate on-brand infographics, hero images, and branded AEO reports your teammates can share without design support.
- Templates define your content's structureA content type's template outline tells the agent what sections to include, in what order, and how deep to go. Pair it with scoped writing rules and a CTA, and you've defined a repeatable format once that scales across every piece.
- Every change is versioned and reversibleBrand Kit tracks who changed what, when. Edits save as drafts until you publish, you can compare any two versions side by side, and restoring a previous version takes one click.
FAQs
A Brand Kit in AirOps is a structured, AI-readable source of truth that stores your brand's tone, voice, writing rules, product descriptions, audience definitions, visual identity, and custom context. It goes beyond a static style guide because it's built for AI to reason over, so every piece of content your Workflows and Power Agents produce stays consistent. Brand Kit includes a draft/publish governance workflow with version history, meaning your team can propose changes, review them, and publish updates without risking live content quality.