Brand knowledge
Brand-aware AI is what powers SitecoreAI tools to generate content that reflects your brand's identity. This is made possible through brand knowledge—a foundational understanding of your brand built from your own brand documents.
Brand knowledge includes everything that defines your brand, what it stands for, how it communicates, and the emotions you want customers to feel when engaging with your brand. These elements are usually defined in brand documents such as brand books, tone of voice guides, visual identity manuals, and style guides.
Once your documents are uploaded and ingested in the platform, the extracted information becomes brand knowledge. This knowledge is used by Sitecore AI tools to consistently generate content that aligns with your brand. For details on how this works, see Using brand knowledge and brand kit sections in copilots.
How brand knowledge is created
Brand knowledge is created through brand ingestion—a process that analyzes your uploaded brand documents and knowledge sources and transforms them into AI-usable data.
Here's how the process works:
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Create brand kit- a brand manager creates a new brand kit. It starts as a blank template with unfilled sections like Brand Context, Global Goals, Tone of Voice, and more.
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Upload brand documents - brand documents like brand books, visual guidelines, and style guides are uploaded to the platform. These documents are the primary source of your brand knowledge.
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Start brand ingestion - the brand ingestion process begins when the user clicks Process changes.
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Create brand knowledge - the system analyzes the uploaded documents page by page, extracts everything, and breaks it into smaller units called knowledge chunks. These chunks are organized, vectorized, and stored in a database as your brand knowledge.
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Fill out brand kit sections - using this brand knowledge, the system populates each section in the brand kit with relevant content. The system uses default AI prompts (called intents) to determine what information to retrieve for each section.
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End of ingestion - the process is complete when your brand kit is marked Published. At this point, your brand kit's brand knowledge and filled brand kit sections are ready for copilots and other AI tools to use.
Summary
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Brand knowledge is the foundation that allows AI to understand your brand.
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It’s created by uploading and ingesting your brand documents, which contain your brand’s official guidelines and standards.
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During brand ingestion, these documents are processed into structured, retrievable brand knowledge.
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This knowledge is then used to automatically populate brand kit sections with relevant content.
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Together, brand knowledge and brand kit sections form the brand kit that AI tools use to generate consistent, on-brand responses.