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app.athenahq.ai/brand-profile

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Purpose

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. Editing attributes, Content Memories, and Brand Kits requires Brand Knowledge write access. Generating technical artifacts requires Content write access. The Technical tab provides diagnostic tools and files you can publish on your site; an llms.txt file does not control crawler access or guarantee how external AI models describe you.

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What’s on the page

Page header Displays the title “Brand Profile” and the subtitle “Your brand identity in one place”. If a user lacks the necessary write permissions, a “View-only” banner will appear here. Tabs The page is split into five tabs:
  • General: Contains basic identity fields like “Brand Name”, “Industry”, “Website logo”, “Brand Description”, “Base location”, and “Default language”.
  • Attributes: Manages the specific brand traits tracked across AI responses. It includes a table of active attributes, a collapsible section for deactivated attributes, and conditionally shows an attribute backfill bar at the bottom of the screen.
  • Content Memories: (Only visible if the customer’s plan includes this feature). Manages writing preferences and rules that guide Athena’s AI content generation.
  • Brand Kits: Manages generated brand voice guidelines used for maintaining a consistent tone and style.
  • Technical: Houses controls for configuring AI-crawler interactions, including LLMs.txt files, Sitemaps, Schema validation, and AI Accessibility checks.

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Active attributes table (Attributes tab)

Lists the website’s currently active brand traits. Traits are neutral; Athena tracks both positive and negative mentions of the same trait.
  • Attribute: The neutral trait or attribute name being tracked for the brand.

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Deactivated attributes list (Attributes tab)

A collapsible list located below the active attributes table.
  • Deactivated attribute name: An attribute the user previously deleted. It can be restored to active status.

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Content Memories table (Content Memories tab)

Lists global writing preferences.
  • Memory: The writing preference or rule text (e.g., “Stop using em dashes”).
  • Category: Optional classification of the memory (Style, Formatting, Terminology, Tone, Structure, or Other).
  • Status: A toggle switch showing whether the memory is currently active and being applied to future content generation.

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Brand Kits table (Brand Kits tab)

Lists all brand voice kits available for the website.
  • Name: The brand kit’s name.
  • Status: The kit’s current state. This can be “Draft” (setup is incomplete), “In progress” (generating), “Retry” (generation failed), “Default” (currently the active default kit), or a “Set as default” button for any completed, non-default kit.

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What you can do here

General actions
  • Upload logo: Customers can drag and drop an image or click to open a file picker to upload a square brand logo (max 5MB; JPEG, PNG, GIF, WebP, or SVG).
  • Save changes: Persists any edits made to the General tab’s form fields.
Attribute actions
  • What changed about brand traits: Clicking the ? info icon opens a tooltip explaining: “What changed? Brand traits no longer have a fixed positive or negative sentiment. Each trait is now tracked for both positive and negative mentions in AI responses.”
  • Create new: Opens a dialog to enter a new neutral attribute name. Clicking Add saves it to the catalog. Note: Customers are capped at 12 active attributes.
  • Delete attribute: Found inside the ⋯ menu on an active attribute row. Clicking Delete deactivates the attribute and moves it to the “Deactivated attributes” list.
  • Restore: Found next to items in the “Deactivated attributes” list. Reactivates the attribute and queues an “Added” backfill change.
  • View Changes: Located on the floating Attribute Backfill bar at the bottom of the screen. Opens a dialog listing pending attribute changes with the ability to Dismiss from list individually, or Dismiss all.
  • Backfill: Located on the Attribute Backfill bar. After selecting a date range, clicking this starts a credit-charged workflow that reanalyzes historical responses using the updated attribute catalog. The button’s tooltip will read: “Reanalyze N responses with updated attributes (X credits)”.
Content Memory actions
  • Add memory: Opens a dialog to write a new content memory. Clicking Save adds it to the table.
  • Toggle Status: Clicking the switch in the status column enables or disables that specific memory.
  • Edit memory: Found inside the ⋯ menu on a memory row. Opens the edit dialog pre-filled with the memory’s details.
  • Delete memory: Found inside the ⋯ menu. Opens a confirmation dialog: “Are you sure you want to delete this memory? This action cannot be undone.”
Brand Kit actions
  • Create New: Opens the Setup, Source notes, Documents, and Review steps to generate a new brand kit. You can upload up to five PDFs as Style guide or Brand Context documents.
  • Edit brand kit: Open a completed kit to edit its guidelines directly, then click Save. Open View sources to review its inputs. To rewrite the guidelines from changed inputs, click Regenerate guidelines and confirm. Draft kits reopen at their saved setup step.
  • Set as default: Clicking this button in the Status column assigns the kit as the primary brand voice.
  • Retry: Appears if a brand kit generation fails; clicking it attempts generation again.
  • Delete brand kit: Found inside the ⋯ menu. Opens a confirmation dialog: “Are you sure you want to delete “{brandKitName}”? This action cannot be undone.”
Technical actions
  • Generate llms.txt: Uses AI to generate an llms.txt file for the website.
  • View llms.txt: Opens a dialog where the user can preview, manually edit, view the raw output, Regenerate, or Save the file.
  • Sitemap Generate: Submits a domain path to crawl and generate a new sitemap.
  • View Sitemap: Clicking a generated sitemap row opens a dialog displaying the paginated XML. From here, users can Copy XML, Download XML, or Delete sitemap.
  • Validate Schema: Submits a URL to check for valid Schema.org JSON-LD data. Users can also click example domains to try it out.
  • Check AI accessibility: Opens a dialog evaluating whether AI models (like ChatGPT, Claude, Gemini, Perplexity, Copilot, Grok, DeepSeek, Rufus, AI Mode, and AI Overviews) can crawl the site based on robots.txt and live probes.

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Data shown

  • Brand Details: The website’s core identifying information (name, logo, description, geography, industry).
  • Attributes: The user-defined list of traits Athena tracks when analyzing search responses about the brand.
  • Content Memories: Saved writing preferences applied during AI content generation.
  • Brand Kits: Saved voice and tone guidelines generated from user-provided URLs and documents.
  • Technical artifacts: Generated sitemaps, generated llms.txt configurations, schema validation results, and live AI accessibility statuses fetched directly from the customer’s domain.

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Common workflows

Add a new brand attribute and backfill history
  1. Go to the Attributes tab.
  2. Click Create new.
  3. Type a neutral trait name (e.g., “Pricing transparency”) and click Add.
  4. The new attribute appears in the active attributes table, and a pending “Added” change is queued in the floating backfill bar at the bottom of the screen.
  5. Select a date range in the backfill bar and click Backfill to reanalyze historical responses with the new attribute (costs credits).
Replace an existing attribute (rename workaround)
  1. Go to the Attributes tab.
  2. Open the ⋯ menu for the attribute you want to replace.
  3. Click Delete to deactivate it.
  4. Click Create new, enter the corrected name, and click Add.
  5. If you want to reanalyze historical responses, review the date range and credit cost in the bottom bar, then run Backfill. This step is optional.
Create a new Brand Kit
  1. Go to the Brand Kits tab and click Create New.
  2. Complete the setup wizard by providing a name, blog URL, custom notes, and uploading reference documents.
  3. Review the summary step and click Generate to produce the brand voice instructions.
Generate and review llms.txt
  1. Go to the Technical tab.
  2. Click Generate llms.txt and wait for the success toast to appear.
  3. Click View llms.txt to open the preview dialog.
  4. Edit the markdown if needed and click Save.

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Empty, loading, and error states

  • Empty: If no data exists, tabs display empty states with brief instructions (e.g., “No attributes yet”, “No content memories yet”, “No brand kits yet”).
  • Loading: Skeleton placeholders appear in lists and tables while data loads. Action buttons display animated spinners while processing.
  • Error: Actions that fail trigger a red toast notification (e.g., “Failed to update attributes”, “Failed to fetch sitemaps”). In the Schema section, an inline orange banner will explain if the fetch failed or if the JSON-LD is invalid, providing tips on how to fix it.
  • Linked from: The main sidebar navigation (Brand Profile), the “Brand Guidelines” onboarding tour step, and the “Manage brand kits” link inside the content editor’s Brand panel.
  • Links to: External documentation for schema.org types (from the Schema validator) and sitemaps.org index protocols (from the Sitemap section).

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Common support questions

How do I change whether an attribute is positive or negative? Brand traits in Athena no longer have a fixed positive or negative sentiment. Instead, you enter a neutral trait (like “Customer Service”), and Athena will automatically track and report when it is mentioned positively and when it is mentioned negatively. Why can’t I rename an attribute? Attributes cannot be renamed inline. Delete the old trait, then click Create new, enter its replacement, and click Add. You can optionally use the Backfill bar to reanalyze historical responses after reviewing the date range and credit cost. Does deleting an attribute rewrite my historical data? No. Deleting an attribute deactivates it for future analysis. Use the optional Backfill action to reanalyze historical responses with the updated attribute catalog. Backfill runs in the background and costs one credit per 100 responses, rounded up. Why can’t I add more than 12 attributes? To ensure AI analysis remains highly accurate and focused, accounts are capped at a maximum of 12 active attributes. If you hit this limit, you must delete an existing attribute before adding a new one. Why is the “Content Memories” tab missing? The Content Memories feature is tied to specific subscription plans. If the customer’s plan does not include this feature, the tab will be entirely hidden from their Brand Profile.