Brand kits
Brand kits help organizations maintain consistent branding across channels, teams, and content types by defining a brand's identity—such as guidelines, tone, messaging rules, and other distinguishing traits.
In Sitecore Stream, a brand kit is a structured resource created from your uploaded brand documents. Stream analyzes these documents to extract brand knowledge and uses it to populate the brand kit sections. Once published, brand kits can be used by Sitecore AI tools to generate brand-aligned content.
Brand kits are only available with Stream Premium. To learn more or discuss your options, contact your Account Manager.
Setting up a brand kit
You can create a brand kit in Stream to support different needs—from managing a single brand to maintaining global guidelines, or campaign-specific toolkits. Stream allows you to manage multiple brand kits simultaneously, each representing a distinct brand, product line, or campaign.
To set one up, a brand manager creates a brand kit in Stream. It starts as a blank template with unfilled sections like Brand Context, Global Goals, Tone of Voice, and more.
Next, the brand manager uploads brand documents—such as brand books, style guides, and visual guidelines.
During brand ingestion, Stream analyzes these documents, extracts all information, and builds a database of brand knowledge. This brand knowledge is then used to populate the brand kit sections.
Accessing a brand kit in Stream
To access a brand kit, in the Stream navigation menu, click Brand Kits, then select the brand kit you want to view.
You'll see two main tabs on the brand kit page:
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Knowledge - contains your uploaded documents. Stream uses these files to build your brand knowledge.
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Sections - displays the default brand kit sections, such as Brand Context, Global Goals, and Tone of Voice. These sections are populated using content from your brand knowledge.
Brand knowledge and brand kit sections together form the brand kit. Sitecore copilots use both to generate content that stays aligned with your brand.
You'll also see metrics on the brand kit page:
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Documents uploaded - total number of PDF files added to the brand kit.
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Knowledge chunks - number of pages extracted from your uploaded documents and converted into usable, retrievable content within your brand knowledge.
Understanding the brand kit sections
Brand kits include predefined sections designed to capture the most important information about your brand—such as Brand Context, Global Goals, Tone of Voice, and more. These sections start empty and are filled using information from your brand knowledge.
As shown in the following image, some sections are automatically used by Sitecore copilots with every prompt to ensure AI-generated responses follow your brand standards.
Brand kit sections represent a subset of your brand knowledge. They do not include everything from your uploaded brand documents.
Each section focuses on areas. For example, the Brand Context section includes subsections that define your brand's purpose, history, and more.
The default brand kit sections include:
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Global Goals - core mission and values guiding all content toward your brand’s objectives.
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Brand Context - information on your brand's purpose, positioning, and values for cohesive communication.
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Dos and Don'ts - guidelines to ensure content aligns with your brand's tone and values.
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Tone of Voice - traits like friendliness or confidence that define your brand's personality.
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Checklist - a quick reference to confirm that content aligns with brand standards.
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Grammar Guidelines - rules for consistent writing style and tone to match your brand's personality.
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Visual Guidelines - specifications for imagery, icons, and layout that unify your brand's visual identity.
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Image Style - visual elements like color and emotion that reinforce your brand’s identity.
How the content of a brand kit section is generated
Each brand kit section is populated based on its intent (or prompt), a default instruction that guides the AI in retrieving the most relevant information.
For example, in the Brand Context section, the default intent of the Brand purpose subsection is: The core reason for the brand existence.
To populate this subsection accurately, Stream searches your brand knowledge for matching content (knowledge chunks) and uses that to fill the section.
Summary
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Brand kits guide AI tools in generating brand-aligned content.
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You can create multiple brand kits for different brands, campaigns, or products.
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Each brand kit consists of a Knowledge tab (uploaded documents) and a Sections tab (content populated using brand knowledge).
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During brand ingestion, uploaded documents are processed into brand knowledge.
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The content of each brand kit section is generated based on its intent.
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Brand kit sections are subsets of brand knowledge and some are passed to copilots in every prompt.
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Together, brand knowledge and brand kit sections form the brand kit that Sitecore AI tools use to generate consistent, on-brand responses.