Guidelines for uploading brand documents

When you create a brand kit, the uploaded documents become the foundation of your brand knowledge. The quality, structure, and relevance of these documents directly affect AI performance and consistency.

Well-crafted documents help the platform populate your brand kit accurately and ensure consistency across all AI-generated outputs.

Global and campaign brand kits

Before uploading documents, determine whether your brand kit will support a global brand foundation or a specific campaign. This decision affects the types of documents you upload and what information can be accurately retrieved by AI tools.

Each brand kit should serve a clear purpose:

Use a global brand kit for long-term brand guidelines.
Use a campaign brand kit for short-term or market-specific initiatives.

You can switch between brand kits at any time—choose the one that best aligns with the content or guidance you need.

Use the table below to help decide which brand kit type fits your needs:

Criteria	Global brand kit	Campaign brand kit
Purpose	Define and maintain company-wide brand identity	Support time-bound or market-specific campaigns
Scope	Evergreen, used across all markets and channels	Temporary, focused on a theme, season, or vertical
Audience	All marketers, creatives, and agencies	Specific teams, regions, or product lines
Lifespan	Permanent	Archived or removed after campaign ends
Owner	Global brand team or brand manager	Local or campaign-specific teams
Content focus	Brand foundations, history, values, story, unified identity, consumer insights, global content creation principles, social media playbooks, contacts and reference materials	Seasonal or campaign-specific templates and guidelines, specific creative assets that complement (but don't override) global brand identity

Example documents by brand kit type

The kinds of documents you include in each brand kit depend on whether it supports global brand guidance or a specific campaign. Here are some examples:

Global brand kit

Brand books and global frameworks
Creative brief templates
Tone of voice guides and messaging frameworks
Global brand identity assets
Content evaluation checklists
Marketing communications checklists

Campaign brand kit

Campaign toolkits and promotional guidelines
Product launch packs
Temporary asset libraries and seasonal visuals
Regional tone and visual adaptations
Market-specific messaging

When to use multiple brand kits

In addition to choosing between a global or campaign brand kit, you may also need to use multiple brand kits to support different brands, products, or campaigns.

To keep content focused and consistent, we recommend linking each brand kit to a single brand, product, or campaign.

Here are common scenarios:

Scenario	Example	Recommendation	Reason
Two or more products or campaigns with distinct branding	Brand A has multiple product lines (X, Y, Z) or seasonal campaigns like winter or spring.	Create a global brand kit for Brand A’s core guidelines. Create a separate brand kit for each product line or campaign.	Keeps guidelines targeted and reduces confusion. This ensures the correct set of guidelines is applied to each use case.
Two or more products or campaigns with shared branding	Brands A and B share identity, but have different visual layouts or localized materials.	Create a global brand kit to define shared guidelines. Create separate brand kits for localized or product-specific assets content as needed for clarity.	Shared brand kits work when the core guidelines are identical. Separate brand kits allow flexibility for product- or campaign-specific execution.

Best practices for document quality

To ensure your brand documents are processed accurately, follow these best practices:

Match documents to brand kit type
- Keep brand kits and documents separated by brand, product, or campaign where appropriate.
- For global brand kits, include foundational brand materials like brand story, tone of voice, and content frameworks.
- For campaign brand kits, Include short-term materials like toolkits, seasonal content, or product visuals.
Provide clear context
- Clearly state the document's purpose, audience, and how it should be interpreted.
- Tag documents by type, product, or audience using metadata.
- Indicate whether content is internal or customer-facing.
- Clearly differentiate between mandatory and optional guidance.
Use structured, accessible content
- Prioritize text over image-heavy layouts.
- Use clear, hierarchical headings (H1, H2, H3) to define sections logically.
- Organize content into bullets or numbered steps.
- Ensure documents are screen reader–friendly.
- Use standard templates for similar content types.
Write clearly and concisely
- Avoid vague terms and spell out acronyms.
- Use examples, case studies, and real-world scenarios where helpful.
- Keep language and terminology consistent.
- Include glossaries for specialized terms.
Maintain and improve document quality
- Regularly review and remove outdated or irrelevant materials.
- Track changes and test AI outputs to identify gaps and improve accuracy.
- Avoid conflicting versions of the same document.
- Prioritize quality and relevance—excess or off-topic content can confuse the AI.

If you have suggestions for improving this article, let us know!