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.
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.
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.
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:
- Capturing screenshots — it takes screenshots of your site.
- Browsing [your site] — it reads through your website's content.
- Identifying your business — a first pass at your business type and vertical.
- Researching your brand — a deeper look at your brand's facts and voice.
- 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.
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.
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.
Once your brand profile is set, the AI uses it whenever you draft with it — see Campaigns and Automations.