> ## Documentation Index
> Fetch the complete documentation index at: https://docs.athenahq.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Brand Profile

> Set up the brand details Athena uses for tracking, scoring, and content generation

Use Brand Profile to manage your brand identity, the traits you track in AI responses, writing preferences, and brand kits. Attributes measure how AI describes your brand; Content Memories and Brand Kits guide content generation.

Open [Brand Profile](https://app.athenahq.ai/brand-profile) from the left sidebar. To change attributes, open the [Attributes tab](https://app.athenahq.ai/brand-profile?tab=attributes).

Editing requires **Brand Knowledge** write access. If controls are disabled or you see **View-only**, ask an organization admin to update your permissions. Some tabs also depend on the features included in your plan.

***

## Overview of the tabs

The Brand Profile has five tabs. You don't need to complete them all at once, but each one unlocks a different layer of Athena's capabilities.

| Tab                  | What it covers                                                            |
| :------------------- | :------------------------------------------------------------------------ |
| **General**          | Your brand's name, description, logo, language, and location              |
| **Attributes**       | Neutral traits tracked for positive and negative mentions in AI responses |
| **Content Memories** | Saved writing preferences for future content                              |
| **Brand Kits**       | Named brand voice guidelines used when generating content                 |
| **Technical**        | LLMs.txt, sitemap, schema, and AI crawler accessibility                   |

***

## General tab

This is the first thing to fill out. It tells Athena the basics about your brand.

### Fields

**Brand Name** Your company or product name, exactly as you want it used. This is injected into AI content generation prompts as identity context - Athena references this name when generating articles, briefs, Ask Athena columns, and optimization rewrites.

**Brand Description** A short description of your brand, positioning, and what you offer. Write it as you'd explain your company to someone new. This is passed directly into content generation as context, so the more precise it is, the more on-target the output.

**Website Logo** Upload a square image (max 5 MB). Drag and drop directly onto the upload area or click to browse. The logo appears throughout the Athena dashboard.

**Base Location** The primary country your brand operates from. This is used when Athena targets keywords and prompts by geography - so if you're a US-based company, your keyword suggestions, prompt volume data, and content targeting will default to the US market.

**Default Language** The language your content should be written in. Defaults to English. This is used as the language setting when Athena generates and targets content.

### How to save

Make any changes, then click **Save changes** in the bottom right of the tab. The button only activates when there are unsaved edits.

***

## How to update brand attributes

Open **Brand Profile > Attributes**. You can add a trait, deactivate one with **Delete**, or restore a deactivated trait. There is no inline rename or sentiment selector. To replace a trait, delete the old one and create the replacement.

Attributes are neutral topics such as **Pricing**, **Reliability**, or **Ease of use**. Each trait can receive both positive and negative mentions in AI responses. For example, the same Pricing trait can capture praise for affordability and criticism of high costs. You do not assign a fixed positive or negative sentiment when creating a trait.

### Add an attribute

1. Open [Brand Profile > Attributes](https://app.athenahq.ai/brand-profile?tab=attributes).
2. Click **Create new**.
3. Enter a neutral trait name, such as Pricing. Each trait can receive both positive and negative observations; you do not choose a sentiment.
4. Click **Add**.

The trait appears in the active list. You can have up to **12 active attributes in total**, shared across positive and negative observations. If an older account already has more than 12, reduce the active list before expanding it.

To change an existing trait, use its **... > Delete** action and create the replacement; there is no inline rename. To bring back a removed trait, expand **Deactivated attributes** and click **Restore**.

### Delete or replace an attribute

1. Open the **...** menu on the attribute row.
2. Click **Delete**. This deactivates the trait and moves it to **Deactivated attributes**.
3. To replace it, click **Create new**, enter the replacement name, and click **Add**.

Deleting a trait stops tracking it in future analysis. It is not an edit to the words in past AI responses.

### Restore an attribute

Expand **Deactivated attributes**, then click **Restore** next to the trait. Restoring uses an active-attribute slot and makes the trait available for future analysis again.

### Reanalyze historical responses

Adding, deleting, or restoring a trait shows the attribute backfill bar. Historical analysis does not automatically refresh when you change the list.

1. Select the date range to reanalyze. Presets range from **Last 2 weeks** to **Last 6 months**.
2. Click **View Changes** to review the pending changes.
3. Review the response count and credit cost, then click **Backfill**.

The cost is one credit per 100 responses, rounded up. The bar shows the exact cost before you start. You can dismiss pending changes if you do not want to reanalyze past responses.

### Why is the Positive/Negative selector missing?

This is expected. Attributes no longer have a fixed sentiment. Athena tracks positive and negative observations for each neutral trait. You only enter a name in **Add attribute**.

## Content Memories tab

Content Memories are saved writing preferences, such as terminology to use or formatting to avoid. This tab appears when your plan includes the feature.

1. Open **Content Memories** and click **Add memory**.
2. Enter a writing preference and optionally choose a category: Style, Formatting, Terminology, Tone, Structure, or Other.
3. Save the memory.

Click a memory or use its **... > Edit** action to change the text or category. Use the Status switch to enable or disable it, or **... > Delete** to remove it after confirmation. Disabling preserves the memory for later use.

Content Memories guide writing. Keep verified product facts in the [Knowledge Base](/knowledge-base) and brand voice guidance in **Brand Kits**.

***

## Brand Kits tab

Brand kits are named sets of brand voice guidelines. When Athena generates content - articles, briefs, social posts, optimization rewrites - it uses your brand kit's instructions to match your tone and style. You can create multiple kits for different contexts (e.g., one for blog posts, one for social media, one for executive communications) and set one as the default.

### How brand kits affect content

The **default** brand kit's instructions are passed into every content generation prompt. When generating a brief or article, you can also select a specific kit if you want something other than the default. If no kit exists, Athena generates content without brand voice instructions.

### How to create a brand kit

1. Open **Brand Profile > Brand Kits** and click **Create New**.
2. In **Setup**, enter a kit name and your blog or newsroom URL.
3. Review and edit the **Source notes** drawn from your existing content.
4. Add optional documents, such as a **Style guide** or **Brand Context**, in the Documents step. You can upload up to five PDFs.
5. Review the inputs, then click **Generate** to create the guidelines.

The kit shows progress while generation runs. If you leave setup before generating, reopen the draft kit to continue from its saved step. A failed generation offers a retry.

### How to edit a brand kit

Open a completed kit to edit its generated guidelines directly, then click **Save**. This saves your wording without running another generation.

Use **View sources** to inspect the source notes and documents behind the kit. If you change those inputs and want Athena to rewrite the guidelines, use **Regenerate guidelines** and confirm. Regeneration replaces the generated guidelines, so review any manual edits you want to retain first.

### Setting a default kit

Each kit has a **Set as default** button. Only one kit can be the default at a time. The default kit is used automatically unless you explicitly choose a different kit during content generation. The default kit is marked with a "Default" badge.

### Deleting a brand kit

Open the **...** menu on a kit and select **Delete**, then confirm. Deletion cannot be undone. Make sure another suitable kit is set as the default if you want future content to keep using brand voice guidance.

***

## Technical tab

The Technical tab gives you visibility into how AI crawlers and search engines see your site. None of these settings affect Athena's content scoring or generation directly - they're tools for improving your site's AI accessibility and structured data.

### LLMs.txt

An `llms.txt` file provides a readable overview of your site for tools that support it. It does not control crawler access or guarantee that AI models use your preferred description. If you haven't generated one yet:

1. Click **Generate llms.txt**
2. Athena will generate the file using AI based on your site content
3. Once generated, click **Edit llms.txt** to review and customize it

### Sitemap

A sitemap lists all your website's pages so search engines and AI crawlers can find and index your content. Use this section to validate that your sitemap is configured correctly. Without a sitemap, pages may be missed by crawlers entirely.

### Schema

Validates the Schema.org JSON-LD structured data on your website. Schema markup helps AI crawlers and search engines understand your content at a deeper level. Use this to check for errors or missing structured data.

### AI Accessibility

Click **Check AI accessibility** to run a check on whether major AI models and crawlers (like GPTBot, ClaudeBot, PerplexityBot, etc.) can access your site's content. Use the results to investigate access problems. A blocked crawler cannot fetch that page directly, but AI answers may still use other sources about your brand.

***

## Quick-start checklist

If you're setting up your Brand Profile for the first time, work through these steps in order:

1. **General tab** - Fill in your brand name, description, and upload your logo. Set your base location and default language.
2. **Attributes tab** - Add the neutral traits you want to measure, up to 12 active traits. Each can be mentioned positively or negatively.
3. **Brand Kits tab** - Create at least one brand kit. Point Athena at your blog or newsroom URL and let it auto-generate your first set of guidelines. Review and edit before saving.
4. **Content Memories tab** *(if available)* - Add saved writing preferences for future content.
5. **Technical tab** - Generate your LLMs.txt and check your AI accessibility to make sure crawlers can reach your site.

***

## Permissions

Changing your General details, Attributes, Content Memories, or Brand Kits requires **Brand Knowledge** write access. Technical generation actions, including LLMs.txt and sitemap generation, require **Content** write access. Ask an organization admin to adjust your role or resource permissions if the controls you need are disabled.

See the [Brand Profile page reference](/guides/brand-profile) for the full set of controls and states.