# Brand profile The brand profile is built by AI from your website and feeds the writing features across campaigns and automations. This page covers what it captures, the sections you can edit — positioning and markets, values and voice, product categories — and the actions: a new scan, regenerating, the brand language and deleting the brand. **Language:** en **Audience:** platform **Translation key:** platform.project-settings.brand-profile **Search keywords:** brand profile, brand, brand identity, brand voice, tone of voice, brand scan, website scan, ai writing, ai assistant, logo, brand vertical, target audience, brand values, product categories, regenerate brand, delete brand **Related pages:** /platform/es/project-settings/brand-profile, /platform/en/project-settings, /platform/en/campaigns, /platform/en/automations **Docs index (every page):** https://docs.instasent.com/llms.txt **This zone's index:** https://docs.instasent.com/platform/en/llms.txt **This page:** https://docs.instasent.com/platform/en/project-settings/brand-profile/ (HTML) · https://docs.instasent.com/platform/en/project-settings/brand-profile.md (Markdown) **Other language (es):** https://docs.instasent.com/platform/es/project-settings/brand-profile.md The brand profile is Instasent's picture of your brand. We build it by scanning your website with AI, and it then feeds the writing features across the product — when the AI drafts a campaign or an automation, it writes in your voice because it reads this profile. It's also where the project logo lives. The more complete the profile, the better the AI matches your brand. You'll find it at the top of **Settings → General**, or you can open **Brand profile** directly. Setting it up is also one of the steps on the [project setup checklist](/platform/en/project-settings). ## How the profile is built The first time, the brand profile is empty and asks for your website URL. You paste it, and our AI scans the site to build the profile automatically: it drafts your positioning, voice and tone, vertical, product categories and more, and pulls your logo from the site. From there you review and refine what it produced — nothing is locked. > **Note**: Free accounts can run a limited number of brand scans. Once you've used your free analyses, scanning again requires a paid plan — the empty state then points you to the subscription plans. {/* IMG-PENDING — brand-profile: the empty state asking for the website URL to scan */} ### While the scan runs A scan doesn't finish instantly — it runs through a few stages and you can watch its progress live on the page. First it shows **Waiting in queue** while it waits for a worker to pick it up. Then it works through five phases, in order: 1. **Capturing screenshots** — it takes screenshots of your site. 2. **Browsing \[your site]** — it reads through your website's content. 3. **Identifying your business** — a first pass at your business type and vertical. 4. **Researching your brand** — a deeper look at your brand's facts and voice. 5. **Categorizing and summarizing** — the final categorization and summary. While it runs you'll see a live preview of your site (a thumbnail) and the first fields filling in as they're found. Some fields land as a provisional draft first and are marked **Refining…** while the AI is still adjusting them — so don't take an early value as final until the scan completes. ## What you can edit Once the profile exists, you can edit it in these sections. ### Positioning & markets Who you are and who you're trying to reach: - **Brand vertical** — your specific industry, picked from a list grouped by business type. - **Target audience** — the people you want to reach. - **Main markets** — the countries and regions you sell in. ### Values & voice How your brand sounds, and what most shapes the AI's writing: - **Brand values** — the values your brand stands for. - **Key benefits** — the main benefits you offer. - **Tone of voice** — the tone the AI should write in. - **Example phrases** — phrases that sound like your brand. - **Voice guidelines** — instructions for how to write. - **Voice don'ts** — wording the AI should avoid. ### Product categories - **Product categories** — the categories of products or services you offer. After editing any section, click **Save changes**. ![The brand profile form, showing the logo, website and the Positioning & markets section with the editable brand fields](/platform/en/project-settings/images/brand-profile--2-profile-form.png) *The brand profile, built from your website: the logo and URL at the top, then the editable fields grouped by section.* ## Scanning, regenerating and the brand language The header has the actions that re-run the AI or adjust the brand as a whole: - **New scan** — scans your website again. Use it after a redesign, or to switch the **brand main language** (the language the profile is written in is set by the scan, so changing it means scanning again). - **Regenerate from same URL** — rebuilds the profile from the same website without entering the URL again. This option only appears once the brand already has a website on file. > **Note**: A scan or a regenerate replaces the AI-generated fields. Any wording you edited by hand may be overwritten — review the profile afterwards. ## Deleting the brand To remove the brand profile, open the actions menu in the header and choose **Delete Brand**. The brand is deleted and the project no longer has an associated brand. This also removes the project logo that came with it. The AI writing features keep working, but without your brand to guide them. > **Warning**: Deleting the brand can't be undone. To get the profile back, you'd run a new scan from scratch. Once your brand profile is set, the AI uses it whenever you draft with it — see [Campaigns](/platform/en/campaigns) and [Automations](/platform/en/automations). --- This is one page of the Instasent documentation. For the complete machine-readable index of every guide and API reference, fetch https://docs.instasent.com/llms.txt — start there for full context.