Using the Brand Assistant
The Brand Assistant is a chat-based copilot available in Strategy. It helps teams create and refine marketing content that aligns with their brand guidelines.
Before using the Brand Assistant, you'll need to create a brand kit. When your brand kit is ready, select it within the Brand Assistant so it can tailor its responses to match your brand’s tone, visual identity, and messaging.
To open the Brand Assistant, in the navigation menu, click Strategy. Then, in the left sidebar, select Assistant.
Customize the Brand Assistant's configuration
The Brand Assistant allows you to personalize how it generates responses. You can configure two key aspects through the Assistant configuration dialog, accessible via the Tool configuration 
icon on the chat interface.
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Configure information sources - control whether the Brand Assistant uses brand knowledge, web search, or both when generating responses.
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Configure writing styles - choose how the Brand Assistant generates responses by selecting a writing style. Pick from five predefined styles (Formal, Casual, Bold, Informative, Friendly) or create a custom style to shape the tone, voice, and communication approach of generated output.
These settings help ensure the Brand Assistant generates content that aligns with both your information needs and your brand's unique voice and communication style.
What you can do with the Brand Assistant
The Brand Assistant understands natural language, allowing anyone to collaborate and get quick, brand-aligned answers. Regardless of your role, you can use it to:
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Ask open-ended questions - chat naturally to explore ideas, strategies, or general marketing topics.
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Retrieve brand guidelines - access core brand elements like colors, fonts, or grammar rules to ensure consistency.
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Generate on-brand content - create content that reflects your brand’s approved voice and style across channels.
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Conduct research - use built-in web access to find insights on marketing trends, competitors, or customer behavior.
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Ideate on content - collaborate with AI to develop campaigns ideas and creative concepts.
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Analyze images and PDFs - upload pictures and documents for the AI to use as context when generating responses.
Key features and tools
The Brand Assistant includes features and tools that help you manage your content strategy and planning. It provides brand-aware chat functionality for general queries but you can also enable specialized tools for specific tasks.
By default, you can readily use the Brand Assistant for:
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Brand-aware chats - ask any questions or request content in plain language and get brand-aligned answers. Use it to discuss campaigns, strategy, research, brand guidelines, or creative ideas.
You could also enable additional functionality from the Tools menu for the following:
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Brainstorming - work with AI to develop ideas and create longer pieces of content, such as blog posts, campaign stories, or marketing articles.
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Briefs - quickly turn a chat into a campaign brief. Each draft includes standard sections and can be published or linked to a campaign.
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Web search - generate a response using only web sources. When enabled, web search is the only tool the Brand Assistant will use to answer your question.
For details on the AI process behind the Brand Assistant, see How the Brand Assistant works.