How do brand kits work?
A brand kit holds the voice, guidelines, do and don't rules, sample copy and visual identity for a brand, sub-brand or campaign. The default kit is used by every AI feature.
Brand kits capture how your brand sounds and looks, so the AI writes in your voice without you having to explain it each time. You can keep one kit for your main brand and others for sub-brands, product lines or campaigns. This article explains what goes in a kit and how the default kit is used.
Every brand has at least one kit. If you have never created one, WriteWorks sets up a default kit for you from your brand profile, using your voice, tone, key messages, style preferences and the words you never want mentioned. The kit marked Default is used by every AI feature, including the editor, Ask AI, briefs, content plans and the Use brand kit tool in agents.
Each kit has these sections
- Overview: the kit's name and a short description, for example "For the spring launch campaign".
- Voice & tone: how this brand sounds.
- Guidelines: rules the AI should always follow, such as spelling or terminology.
- Do / Don't: short lists of things to do and avoid, for example "Back claims with numbers" or "Use exclamation marks".
- Sample copy: a paragraph that sounds exactly right. The AI uses it as a style reference.
- Visual identity: a logo URL, colours and fonts.
How to create a brand kit
- Open Context → Brand kits.
- Click New kit.
- Give it a name and a description, and choose whether to start from Blank or from a copy of your default kit.
- Fill in Voice & tone, Guidelines, Do / Don't and Sample copy, and add your logo, colours and fonts under Visual identity.
- Click Save.
How to change the default kit
- Select the kit in the list.
- Click Make default. The previous default stays as an ordinary kit.
A few things to know
- You always need at least one kit, so the last remaining kit cannot be deleted.
- Deleting a kit cannot be undone. If you delete the default, another kit becomes the default.
- If you see a Read only label, your role cannot change brand kits. Ask an Owner or Admin.
- The Brand review in the editor checks your draft against your brand context, including the banned terms you have set.
Tip: sample copy is the strongest style signal in a kit. Paste a real paragraph you are proud of rather than describing the style in the abstract.
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