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, chats and agents can use relevant information from across these files to ground their responses. You do not need to select individual folders or files.
AI Discovery
The AI Discovery folder contains AI discoverability data for your brand from Scrunch. The folder is generated when you connect a brand context to your brand in Scrunch and is automatically refreshed daily to keep the brand context aligned with the latest insights from Scrunch.
The AI Discovery folder and its files are read-only and managed by SitecoreAI. You can view the files, but you can't edit, rename, move, or delete them, or add content to the folder.
| File | What it covers |
|---|---|
| Audience, Journey, and Geography | Brand performance across personas, stages of the buyer journey, and countries. |
| Citations and Sources | Sources influencing AI responses, including citation health, cited competitors, top cited domains, and changes in citations to brand URLs. |
| Competitors | Competitor visibility and performance, including mentions and share of voice compared with your brand. |
| Overview and Platforms | Overall brand performance and visibility across AI platforms, including presence, position, sentiment, citations, and share of voice. |
| Topics and Prompts | Brand performance across tracked topics, tags, and prompts, including prompts where the brand has no presence. |
For details about the metrics and data available in each file, see Understanding AI Discovery files.
In Agentic Studio, agents can use this up-to-date information when generating content to account for how your brand is represented across AI platforms, where competitors are more visible, and where there are opportunities to improve your brand's visibility.
For example: Create content for a topic where our competitors currently have greater AI visibility.
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.