Create and manage your brands brands
Brand guidelines are a comprehensive set of rules and standards that define a brand’s visual and verbal identity. They serve as a reference to ensure consistent brand representation across all marketing and communication channels.
In Adobe Campaign Web, users can manually enter and organize brand information or upload brand guideline documents for automatic data extraction.
Access brands generative-access
To access the Brands menu in Adobe Campaign Web, users must be assigned the Administrator (admin) and Brand kit product profiles to create and manage brands. For read-only access, users need the AI assistant product profile.
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In the Admin Console home page, access your Campaign product.
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Select the Product profile based on the level of permissions you want to grant your user.
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Click Add users to assign the selected product profile.
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Type your user’s name, user group, or email address.
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Click Save to apply changes.
Users already assigned to this role have their permissions automatically updated.
Create your brand create-brand-kit
To create and manage your brand guidelines, follow the steps below.
Users can either enter the details manually or upload a brand guidelines document to extract the information automatically:
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In the Brands menu, click Create brand.
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Enter a Name for your brand.
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Drag and drop or select your file to upload your brand guidelines and extract automatically relevant brand information. Click Create brand.
The information extraction process now begins. Note that it may take several minutes to complete.
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Your Content and visual creation standards are now automatically populated. Browse through the different tabs to adapt the information as needed. Learn more
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From the advanced menu of each section or category, you can add references to extract relevant brand information automatically.
To remove existing content, use the Clear section or Clear category options.
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Once configured, click Save, then Publish to make your brand guideline available in AI Assistant.
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To make modifications to your published brand, click Edit brand.
note note NOTE This creates a temporary copy in edit mode, replacing the live version once published. 
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From your Brands dashboard, open the advanced menu by clicking the
- View brand
- Edit
- Mark as default brand
- Duplicate
- Publish
- Unpublish
- Delete
Your brand guidelines are now accessible from the Brand drop-down in AI Assistant menu. This enables AI Assistant to generate content and assets aligned with your specifications. Learn more about AI Assistant
Set a default brand default-brand
You can designate a default brand to be automatically applied when generating content and calculating alignment scores during campaign creation.
To set a default brand, go to your Brands dashboard. Open the advanced menu by clicking the by clicking the
Personalize your brand personalize
About the brand about-brand
Use the About the brand tab to establish the core identity of your brand—outlining its purpose, personality, tagline, and other defining attributes.
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Start by filling in the foundational information for your brand in the Key details category:
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Brand Kit Name: Enter your brand kit name.
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When to Use: Specify scenarios or contexts where this brand kit should be applied.
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Brand Name: Enter the official name of the brand.
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Brand Description: Provide an overview of what this brand represents.
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Default Tagline: Add the primary tagline associated with the brand.
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In the Guiding principles category, clarify the core direction and philosophy of your brand:
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Mission: Detail your brand’s purpose.
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Vision: Describe your long-term goal or desired future state.
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Market Positioning: Explain how your brand is positioned in the market.
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From the Core brand values category, click
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Value: Name a core brand value.
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Description: Explain what this value means to your brand.
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Behaviors: Outline the actions or attitudes that reflect this value in practice.
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Manifestations: Give examples of how this value is expressed in real-world branding.
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If needed, click the
You can now further personalize your brand or publish your brand.
Writing style writing-style
The Writing style section outlines the standards for writing content, detailing how language, formatting, and structure should be used to maintain clarity, coherence, and consistency across all materials.
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| Category | Subcategory | Guidelines Example | Exclusions Example |
| Content Creation Standards | Brand Messaging Standards | Highlight innovation and customer-first messaging. | Do not overpromise product capabilities. |
| Tagline Usage | Place the tagline beneath the logo on all digital marketing assets. | Do not modify or translate the tagline. | |
| Core Messaging | Emphasize the key benefit statement—such as improved productivity. | Do not use unrelated value propositions. | |
| Naming Standards | Use simple, descriptive names such as "ProScheduler". | Do not use complex terms or special characters. | |
| Brand Communication Style | Brand Personality Traits | Friendly and approachable. | Do not be defeatist. |
| Writing Mechanics | Keep sentences short and impactful. | Do not use excessive jargon. | |
| Situational Tone | Maintain a professional tone in crisis communications. | Do not be dismissive in support communications. | |
| Word Choice Guidelines | Use words like "innovative" and "smart". | Avoid words like "cheap" or "hack". | |
| Language Standards | Follow American English conventions. | Do not mix British and American spellings. | |
| Legal Compliance Standards | Trademark Standards | Always use the ™ or ® symbol. | Do not omit legal symbols when required. |
| Copyright Standards | Include copyright notices on marketing materials. | Do not use third-party content without permission. | |
| Disclaimer Standards | Display disclaimers legibly on digital assets. | Do not hide disclaimers in non-visible areas. |
To personalize your Writing Style:
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From the Writing Style tab, click
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Enter your guideline, exception or exclusion and click Add.
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Select one of your guideline or exclusion to update or delete.
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Click the
You can now further personalize your brand or publish your brand.
Visual content visual-content
The Visual Content section defines the standards for imagery and design, detailing the specifications needed to maintain a unified and consistent brand look.
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| Category | Guidelines Example | Exclusions Example |
| Photography Standards | Use natural lighting for outdoor shots. | Avoid overly edited or pixelated images. |
| Illustration Standards | Use clean, minimalistic styles. | Avoid overly complex. |
| Icon standards | Use a consistent 24px grid system. | Do not mix icon dimensions, use inconsistent stroke weights, or deviate from grid rules. |
| Usage guidelines | Choose lifestyle images that reflect real customers using the product in professional environments. | Do not use imagery that contradicts brand tone or appears out of context. |
To personalize your Visual content:
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From the Visual content tab, click
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Enter your guideline, exclusion or example and click Add.
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To add an image showing correct usage, select Example and click Select image. You can also add an image showing incorrect usage as an exclusion example.
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Select one of your guideline or exclusion to update or delete.
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Select one your guideline or exclusion to update it. Click the
You can now further personalize your brand or publish your brand.