Brand context folders and files
A brand context organizes brand information into a standard set of folders and files. When you apply a brand context in Agentic studio, a chat or agent can use relevant information from across these files to ground its response. You do not need to select individual folders or files.
Audiences
The Audiences folder describes who the brand serves and what influences their decisions.
| File | What it covers |
|---|---|
| Audience Strategy | Key audience segments, their needs, priorities, and segmentation rationale. |
| Buyer Journey Map | Audience needs, questions, objections, channels, and content needs across the customer journey. |
| Industry Verticals | Industries, sectors, markets, or other relevant contexts the brand serves. |
| Persona Profiles | Detailed audience profiles, including goals, pain points, decision criteria, preferred channels, and messages. |
In Agentic studio, this information can help a chat or agent tailor content to a particular audience, persona, industry, or stage of the buyer journey.
For example: Rewrite this campaign message for the CFO persona.
Messaging
The Messaging folder describes how the brand communicates its value, differentiation, and core story.
| File | What it covers |
|---|---|
| Competitive Positioning | Relevant competitors or alternatives, differentiators, strengths, and tradeoffs. |
| Messaging Framework | Positioning, core narrative, elevator pitch, and messaging pillars. |
| Proof Points | Quantitative, customer, third-party, or industry evidence that can support brand claims. |
| Value Propositions | Audience-specific value propositions, benefits, supporting evidence, and competitive advantages. |
In Agentic studio, this information can help keep generated content aligned with approved messaging and value propositions.
For example: Review this landing page and flag messaging that does not align with our brand.
Product
The Product folder describes the brand's products, services, solutions, and capabilities.
| File | What it covers |
|---|---|
| Capabilities Matrix | Important capabilities, categories, or offer areas and how they map to audiences or use cases. |
| Integrations & Ecosystem | Relevant integrations, partners, platforms, or other ecosystem relationships. |
| Product Portfolio | The brand's products, services, solutions, or offer categories, including their audiences and differentiators. |
In Agentic studio, this information can help a chat or agent describe offerings accurately and connect capabilities to customer needs.
For example: Create product copy using only capabilities supported by our brand context.
Content Guidelines
The Content Guidelines folder describes how the brand should communicate across content and channels.
| File | What it covers |
|---|---|
| Channel Guide | How content, tone, formats, and practices can vary by channel. |
| Content Standards | Expectations for content quality, structure, review, governance, and maintenance. |
| Style Guide | Writing style, terminology, formatting, punctuation, capitalization, and other editorial conventions. |
In Agentic studio, this information can help generated or reviewed content follow the brand's editorial and channel-specific guidance.
For example: Adapt this article for social media and apply our brand style.
Customer Evidence
The Customer Evidence folder contains information that can support claims and demonstrate customer value.
| File | What it covers |
|---|---|
| Case Studies | Examples that demonstrate the brand's value, outcomes, or proposition. |
| Evidence Framework | Types of available evidence, where they are useful, and how they can support different audiences or journey stages. |
| Success Metrics | Quantitative evidence, outcomes, benchmarks, and other relevant measures of success. |
| Testimonials | Attributable customer or third-party statements and their approved usage where available. |
In Agentic studio, this information can help a chat or agent support content with relevant evidence and identify claims that are not grounded in the available brand information.
For example: Review the claims in this draft and identify the evidence available to support them.
How generated information can vary
Every brand context uses the same standard folders and files, but the information within them can vary. SitecoreAI generates this information from the sources you provide and from publicly available information it can identify about the brand
Some content can come directly from those sources, while other content can be inferred from the available information. If relevant information is limited or unavailable, some files can contain less detail than others.
Review the generated files before relying on them as brand guidance, and replace incomplete or inferred information with approved brand information where needed. See View and edit brand context files and Manage brand context folders and files for details.