Guidelines for Do's and Don'ts in brand kits

The Do's and Don’ts section of a brand kit defines rules for tone, language, style, terminology, and brand usage. These rules are evaluated by AI across conversational responses and translations, to ensure both the brand voice and the way the AI answers remain consistent.

Do’s and Don’ts rules influence not only what the AI says, but also how it responds, such as phrasing, level of formality, preferred terminology, and response behavior in chat-based interactions.

Do's and Don'ts rules can be generated automatically during brand kit creation and document ingestion, or added or refined manually by brand kit admins.

How Do’s and Don’ts rules are applied

Do’s and Don’ts rules are applied by AI in the following scenarios:

  • Brand Assistant chats (in Stream or Content Hub) - rules guide how the assistant responds.

  • AI-assisted item and page translations (in Experience Platform) - rules help ensure brand consistency across languages.

Some rules apply across all AI interactions, while others are evaluated only in specific scenarios.

Add Do's and Don'ts rules in a brand kit

Admins can manually add new rules in the Do's and Don'ts section of a brand kit to guide how the AI responds in specific situations, such as tone, response style, or how certain questions are handled.

These rules are applied during Brand Assistant chats and site and page translations.

Before you begin

Make sure you check existing rules. The Do's and Don’ts section might already be prefilled from the brand kit ingestion process.

To add Do's and Don'ts rules in a brand kit:

  1. In the Stream navigation menu, click Brand kits.

  2. On the Brand Kits page, click the brand kit you want to edit.

  3. On the Sections tab, click the Do's and Don'ts section.

  4. Do one of the following:

    • Click Edit to modify any existing rule generated from uploaded brand documents.

    • Click Add item to create a new rule and provide an example for context.

    Tip

    When adding or editing rules, keep the following in mind:

  5. Click Save to apply your changes.

  6. To prevent manually added rules from being overwritten during future document republishing or enrichment, in the lower-right corner of the section, click AI editable > Non AI editable.

Using Extend and Restrict rules for Brand Assistant chats

For Brand Assistant interactions in Stream and Content Hub, Do’s and Don’ts rules can be used to control how AI responds to user questions and requests by defining Extend and Restrict rules. These rules affect response behavior, such as phrasing, structure, and what information is included or excluded.

Using Extend and Restrict rules is optional. If they are not defined, the Brand Assistant interprets and applies the Do’s and Don’ts rules automatically based on context.

Extend rules

Extend rules modify Brand Assistant responses by appending, replacing, or injecting predefined content. They can apply globally or only when specific conditions are met.

Use Extend rules when you want to add guidance or messaging without blocking the Brand Assistant from answering.

Syntax: #Extend#

Extend rule examples

Respond in a specific way for a topic
Add a message to all responses
Add a message for a specific subject

Restrict rules

Restrict rules prevent the Brand Assistant from responding to specific types of questions or performing certain actions.

Restrict rules are typically used for topics that the assistant must not answer directly, such as competitors, legal statements, or unsupported claims.

When a Restrict rule is triggered, the Brand Assistant does not generate an answer. Instead, it returns a predefined response to ensure consistent handling of restricted topics.

Syntax: #Restrict#

Restrict rule example

Block responses for a specific topic

Using terminology rules for translation

For AI-assisted item and page translations in Experience Platform, Do’s and Don’ts rules can be used to control how AI handles and protects terms by defining terminology-focused rules in the brand kit. These rules affect how terms are translated, preserved, or adapted to ensure brand-safe and consistent translations to maintain:

During translation, terminology rules help AI maintain:

  • Brand consistency - brand names, trademarks, and key messaging remain correct across all languages.

  • Accuracy - certain terms and phrases are translated, preserved, or adapted in ways that align with your brand.

  • Clarity - unwanted or incorrect translations that could confuse your audience are avoided.

Using terminology rules is optional. If no terminology-specific rules are defined, AI applies the Do’s and Don’ts rules automatically based on context during translation.

When creating Do’s and Don’ts rules for translation, structure your rules by intent. Clear intent helps the AI apply rules consistently and reduces conflicts.

Follow these core principles before defining individual rules:

Core principles

Keep rules simple and specific
Maintain consistency
Provide one example per rule
Use rule types

Translation rule types

Write each rule as a clear instruction, followed by one or more examples showing how the rule applies in context.

Note

The examples in this section use English-to-Greek translations for illustration. The same rule types apply to any source and target language.

Rules for terms that must always be translated
Rules for terms that must never be translated (protected terms)
Rules for terms that should be adapted (localization rules)

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