Brand Kit

Configure your brand profile with products, audiences, content types, and geography to power AI analytics and workflow automation.

What is Brand Kit?

Brand Kit is your central brand profile in Slate. It stores information about your brand, products, audiences, content strategy, and target markets. This data powers AI Search Analytics and can be passed into workflows as context for AI-generated content.

Brand Kit has five sections:

• Core — brand name, URL, writing style, competitors
• Products — your products or services
• Content — content types you create
• Audiences — customer segments and personas
• Geography — target regions and markets

Why It Matters

A well-configured Brand Kit makes everything in Slate more accurate and useful:

• AI Search Analytics uses your brand name, URL, and competitors to track visibility, citations, and sentiment
• Workflows use Brand Kit data as context for AI blocks — so generated content matches your tone, targets the right audience, and highlights the right product features
• Consistency — define your brand voice, personas, and positioning once, then reuse across all workflows

Setting Up Your Brand Kit

1. Go to Workspace Settings in the sidebar.
2. Click Brand Kit.
3. Fill in the Core tab first — your brand name, URL, and at least one competitor. This is the minimum setup required for AI Search Analytics.
4. Click Save to save your changes.
5. Add details to the other tabs (Products, Content, Audiences, Geography) as needed.

You don’t need to fill in every tab right away. Start with Core to get AI Search Analytics running, then add products, audiences, and content types when you build workflows that need them.

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Core

The Core tab contains your foundational brand information. This is the minimum setup required for AI Search Analytics.

Brand Details

• Brand Name — the name Slate monitors across AI platforms (e.g., “Acme CRM”)
• Brand URL — your primary domain (e.g., https://acmecrm.com)

Writing Style

• Author Persona — the voice and tone for AI-generated content
• CTA Text — your default call-to-action text
• CTA Destination — the URL your CTAs link to

Writing Sample

• Outline — a sample content outline that reflects your preferred structure
• Sample URL — a link to an existing piece of content that represents your style

Competitors

Add competitors so Slate can track their AI visibility alongside yours.

• Competitor Name — how the competitor is commonly referenced (e.g., “HubSpot”)
• Competitor URL — their primary domain (e.g., https://hubspot.com)

Competitors appear in Share of Voice, sentiment comparison, and citation analysis.

Core Custom Variables

Add brand-level custom fields for any additional information you want to reuse. For example:

Variable Name	Example Value
Company Tagline	”The CRM that sells for you”
Founded Year	”2018”
Headquarters	”San Francisco, CA”

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Products

The Products tab stores details about each product or service you offer. When you pass Brand Kit into a workflow, the AI can reference specific product details to generate accurate, product-aware content.

Fields

Field	Description
Name	Product or service name
Description	What the product does
Key Features	Main features and capabilities
Differentiators	What makes the product unique vs. competitors
Ideal Customer	Who the product is built for
Pricing	Pricing model or details
Competitors	Direct competitors for this specific product

Examples

Example 1 — SaaS product:

Field	Value
Name	Acme CRM Pro
Description	All-in-one CRM for mid-market sales teams
Key Features	Pipeline management, email sequences, forecasting, custom reports
Differentiators	Built-in AI assistant, no per-seat pricing, 5-minute setup
Ideal Customer	B2B SaaS companies with 50–500 employees
Pricing	$99/month flat rate, 14-day free trial
Competitors	HubSpot Sales Hub, Salesforce Sales Cloud, Pipedrive

Example 2 — Professional service:

Field	Value
Name	SEO Audit Service
Description	Comprehensive technical and content SEO audit
Key Features	Site crawl analysis, content gap report, backlink audit, action plan
Differentiators	Delivered in 5 business days, includes 1-hour strategy call
Ideal Customer	E-commerce brands doing $1M–$50M in annual revenue
Pricing	Starting at $2,500 per audit
Competitors	Moz Pro audits, Ahrefs site audit, agency competitors

How this helps in workflows: Pass your Brand Kit into an LLM block and the AI can generate product-specific landing pages, comparison articles, or sales emails that reference the correct features, pricing, and differentiators.

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Content

The Content tab defines the types of content you create. Each content type can have its own writing style, CTA, and structure — so workflows produce output that matches the format you need.

Fields

Field	Description
Name	Content type name
Outline	Typical structure or template for this content type
Samples	Example content or reference links
CTA Text	Call-to-action text used in this content type
CTA Destination	Where the CTA links to
Writing Style	Tone and style specific to this content type

Examples

Example 1 — Blog post:

Field	Value
Name	Blog Post
Outline	Introduction with hook → Problem statement → 3–5 subheadings with actionable advice → Conclusion with CTA
Samples	https://acmecrm.com/blog/crm-best-practices
CTA Text	Start your free trial
CTA Destination	https://acmecrm.com/signup
Writing Style	Conversational, second person, short paragraphs, include data points

Example 2 — Product comparison page:

Field	Value
Name	Comparison Page
Outline	Intro → Feature-by-feature comparison table → Pricing comparison → Verdict → CTA
Samples	https://acmecrm.com/compare/acme-vs-hubspot
CTA Text	See why teams switch to Acme
CTA Destination	https://acmecrm.com/demo
Writing Style	Factual, balanced tone, use tables for comparisons, cite sources

Example 3 — Email newsletter:

Field	Value
Name	Weekly Newsletter
Outline	Subject line → Preview text → 1 main story → 2 quick links → CTA
Samples	Past newsletter archive
CTA Text	Read more on the blog
CTA Destination	https://acmecrm.com/blog
Writing Style	Casual, brief, scannable, under 300 words

How this helps in workflows: When a workflow generates a blog post vs. a comparison page, the AI uses the matching content type’s outline, style, and CTA — so each piece follows the right format without manual prompt editing.

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Audiences

The Audiences tab captures your customer segments and buyer personas. This helps AI blocks generate content tailored to specific audiences — addressing their pain points, using their language, and handling their objections.

Fields

Field	Description
Name	Audience or persona name
Description	Who this audience is
Role	Job title or role (e.g., “VP of Sales”, “Developer”)
Industry	Industry vertical
Pain Points	Key challenges this audience faces
Goals	What this audience is trying to achieve
Objections	Common objections or hesitations about your product

Examples

Example 1 — Decision maker:

Field	Value
Name	Sales Leader
Description	VP or Director of Sales at a mid-market B2B company
Role	VP of Sales
Industry	B2B SaaS
Pain Points	Pipeline visibility is poor, reps waste time on manual data entry, forecasting is inaccurate
Goals	Hit quarterly revenue targets, improve rep productivity, get accurate forecasts
Objections	”We already use Salesforce”, “Migration seems risky”, “My team won’t adopt a new tool”

Example 2 — End user:

Field	Value
Name	Sales Rep
Description	Individual contributor responsible for closing deals
Role	Account Executive
Industry	B2B SaaS
Pain Points	Too much time updating CRM, hard to find the right email template, no visibility into deal health
Goals	Close more deals, spend less time on admin work, hit personal quota
Objections	”I don’t want to learn another tool”, “Will this actually save me time?”

Example 3 — Technical evaluator:

Field	Value
Name	IT Admin
Description	Technical buyer who evaluates security, integrations, and compliance
Role	IT Manager
Industry	Enterprise
Pain Points	Vendor security reviews take too long, SSO integration issues, data migration complexity
Goals	Approve tools that meet security requirements, minimize IT support tickets, ensure compliance
Objections	”Does it support SAML SSO?”, “Where is data hosted?”, “What’s the SLA?”

How this helps in workflows: Select an audience when running a workflow and the AI tailors content to that persona — using their language, addressing their pain points, and preemptively handling their objections.

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Geography

The Geography tab defines your target regions and markets. Use this when you create content for different regions that vary by language, market conditions, or local preferences.

Fields

Field	Description
Name	Region or market name
Description	Details about this market
Language	Primary language for content

Examples

Example 1 — North America:

Field	Value
Name	North America
Description	Primary market. Enterprise and mid-market focus. USD pricing.
Language	English

Example 2 — DACH region:

Field	Value
Name	DACH
Description	Germany, Austria, Switzerland. Strong demand for data privacy compliance and local hosting.
Language	German

Example 3 — Latin America:

Field	Value
Name	LATAM
Description	Emerging market. Price-sensitive. Focus on SMBs and startups. Local payment methods required.
Language	Spanish

How this helps in workflows: Select a geography when running a content workflow and the AI adapts the language, tone, and market-specific details automatically.

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Custom Variables

Each category (Products, Content, Audiences, Geography) supports custom variables — additional fields you define for your specific needs. When you add a custom variable to a category, every item in that category gets that field.

Example: Add a custom variable called “Compliance Certifications” to the Products category. Every product in your Brand Kit now has a field to list its certifications (e.g., “SOC 2, GDPR, HIPAA”).

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Using Brand Kit in Workflows

When you create a workflow input with the Brand Kit type, users can select a Brand Kit and optionally pick specific items from each category (a product, an audience, a content type, a geography).

To add a Brand Kit input to your workflow, select Brand Kit as the input type in the Input block configuration. Core is always included. Check the additional sections (Products, Content, Audiences, Geography) you want to expose as selectable inputs at runtime.

Inside the workflow, reference Brand Kit data using placeholders:

Brand name: {{input.brandkit.brand.name}}
Writing style: {{input.brandkit.writingSample.outLine}}
Selected product: {{input.brandkit.selected.product.name}}
Selected audience pain points: {{input.brandkit.selected.audience.painPoints}}

This lets a single workflow generate different output depending on which product, audience, or content type is selected at runtime.

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Best Practices

1. Start with Core and expand

Set up your brand name, URL, and competitors first. Add products, audiences, and content types as you build workflows that need them.

2. Be specific in product differentiators

Generic descriptions produce generic AI output. The more specific your differentiators and features, the better the generated content.

3. Write pain points in your audience’s language

Use the words your customers actually use. AI blocks pick up on this language and reflect it in generated content.

4. Create one audience per persona

Don’t combine multiple personas into one entry. Separate entries let you select the exact persona when running a workflow.

5. Keep content types distinct

Each content type should have a clearly different outline and writing style. If two content types are too similar, combine them.

What’s Next

• Setting Up AI Search Analytics — use your Brand Kit to start tracking AI visibility
• Placeholder Referencing — reference Brand Kit data in workflow blocks
• Building Workflows — create workflows that use Brand Kit context