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app.athenahq.ai/brand-profile

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Purpose

The Brand Profile page centralizes and manages all of your brand’s identity settings. This is where you tell Athena exactly who your brand is, what it does, and how it should sound when generating content. By managing your general info, brand attributes, brand kits, writing rules, and technical SEO tools in one place, you ensure that Athena accurately represents and optimizes your brand across all AI search models. This page acts as the foundation for your brand’s voice and technical SEO footprint before you generate content.

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What’s on the page

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Page Header & Navigation

  • Page Header: Displays the “Brand Profile” title and the subtitle “Your brand identity in one place”.
  • Tab Navigation: A horizontal menu to switch between the General, Attributes, Rules (conditional), Brand Kits, and Technical tabs.

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General Tab

  • Basic Info: Fields to edit your core brand details, including the brand name, industry dropdown, website logo upload area, and a large text area for the brand description.
  • Language & Location: Dropdowns to set the brand’s base country and default language, which helps Athena tailor AI prompt targeting.
  • Save Button: A button at the bottom right to persist any changes made in this tab.

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Attributes Tab

  • Brand Attributes Table: Lists all active traits that guide how Athena describes the brand.
    • Attribute: The name of the brand attribute (e.g., “innovative”, “avoid jargon”).
    • Sentiment: Shows whether the attribute is Positive (the brand should embody it) or Negative (the brand should avoid it). Represented by a colored triangle icon.
    • Actions (⋯): A dropdown menu containing a Delete action.
  • Deactivated Attributes: A collapsible section showing attributes that were previously deleted (soft-deleted).
    • Attribute name: The name of the deactivated attribute and its original sentiment indicator.
    • Restore button: Reactivates the attribute and returns it to active tracking.
  • Attribute Backfill Bar: A sticky bottom command bar that appears only when there are unsaved or pending attribute changes. It prompts the user to reanalyze historical data with the newly updated attributes.

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Rules Tab (Conditional)

This tab only appears if your subscription plan includes the ‘contentmemory’ feature.
  • Brand Rules Table: Lists all global writing rules (brand memories) that apply across all AI-generated content.
    • Rule: The actual text of the writing rule (e.g., “Stop using em dashes”).
    • Category: The classification of the rule (Style, Formatting, Terminology, Tone, Structure, or Other).
    • Status: A toggle switch to temporarily enable or disable the rule.
    • Actions (⋯): A dropdown menu with Edit and Delete options.

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Brand Kits Tab

  • Brand Kits Table: Manages your custom brand voice kits (tone, style, and guidelines) used during content generation.
    • Name: The name given to the brand kit.
    • Status: The current state of the kit. This can be Default, Draft (setup incomplete), In progress (currently generating), Failed, or a Set as default button for finished kits that are not currently the default.
    • Actions (⋯): A dropdown menu with Edit and Delete options.

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Drilldowns

  • Clicking a Brand Kit row: Opens the Brand Kit modal. If the kit is a “Draft”, it opens directly to the setup step where you left off. If it is finished, it opens to the Customize/Review step.
  • Clicking a generated sitemap card: Opens the Sitemap XML dialog, showing a paginated preview of the XML code with options to copy, download, or delete.

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What you can do here

General Actions
  • Save changes: Saves any edits made in the General tab to your brand name, description, industry, language, and base location.
  • Upload logo: Drag and drop an image or click the logo box to upload a new square brand logo (JPEG, PNG, GIF, WebP, or SVG).
Attribute Actions
  • Create new: Opens a dialog to add a new positive or negative brand attribute.
  • Add (dialog): Saves the new attribute.
  • Cancel (dialog): Closes the dialog without saving.
  • Delete: Found in the (⋯) menu on an attribute row. This deactivates the attribute and queues a backfill change notification.
  • Restore: Reactivates an attribute from the Deactivated Attributes collapsible list.
  • View Changes (Backfill Bar): Opens a dialog listing all pending attribute changes since your last backfill.
  • Backfill (Backfill Bar): Starts a background process to reanalyze your historical AI responses against your new attribute set. (This consumes credits based on the selected date range).
  • Dismiss / Dismiss all (Backfill dialog): Removes single or all pending attribute changes from the backfill list without actually running a backfill.
Brand Kit Actions
  • Create New: Opens the Brand Kit creation modal starting at the Setup step.
  • Edit: Found in the (⋯) menu on a brand kit row. Opens the kit for editing.
  • Delete: Found in the (⋯) menu on a brand kit row. Opens a destructive confirmation dialog: “Are you sure you want to delete “[name]”? This action cannot be undone.”
  • Set as default: Click this button in the status column to make a specific brand kit the default for all content generation.
  • Retry: If a brand kit shows a “Failed” status, click this button to retry the AI generation workflow.
Rules Actions
  • Create New: Opens a dialog to add a new global writing rule.
  • Add rule / Save: Saves a new or edited rule in the dialog.
  • Edit: Found in the (⋯) menu on a rule row.
  • Delete: Found in the (⋯) menu on a rule row. Opens a destructive confirmation dialog: “Are you sure you want to delete this rule? This action cannot be undone.”
  • Status toggle: Flip the switch in the Status column to temporarily enable or disable a rule.
Technical Actions
  • Generate llms.txt: Calls the AI API to generate an llms.txt file for your website.
  • View llms.txt: Opens a dialog with tabs to preview, edit (block editor), or view the raw text of your llms.txt file.
  • Regenerate / Save (llms.txt dialog): Re-runs the AI generation, or saves your manual edits.
  • Generate (Sitemap): Crawls a provided path to generate a new XML sitemap.
  • Copy XML / Download (Sitemap dialog): Copies the raw XML to your clipboard or downloads it as a file.
  • Delete sitemap (Sitemap dialog): Permanently deletes the selected sitemap record.
  • First / Previous / Next / Last: Navigates between pages of URLs inside the Sitemap XML dialog.
  • Validate (Schema): Fetches the inputted URL and checks JSON-LD blocks for Schema.org compliance, returning a “Valid” or “Issues” badge with fix hints.
  • Try example URLs (Schema): Pre-fills the URL field with an example and immediately runs validation.
  • Check AI accessibility: Opens a dialog to test if major AI crawlers can access your site.

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Data shown

Information on this page is pulled directly from your active website’s saved settings. Brand attributes, brand voice kits, and global writing rules are stored specific to the active website. Your logo is pulled from secure cloud storage. Technical files like llms.txt and generated sitemaps are stored in our database. When you use the Schema validator, data is fetched live from the target URL at the exact moment you click “Validate”. The Attribute Backfill Bar calculates its credit costs based on your historical AI response data and current billing subscription limits.

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Common workflows

Update general brand settings
  1. Navigate to the Brand Profile page and ensure you are on the General tab.
  2. Edit your Brand Name, Industry, Brand Description, Base Location, or Default Language.
  3. Optionally, click or drag-and-drop a new square logo into the image area.
  4. Click “Save changes” in the bottom right corner.
Add a new brand attribute
  1. Switch to the Attributes tab.
  2. Click the “Create new” button.
  3. Enter the attribute name (e.g., “approachable”) and select Positive or Negative sentiment.
  4. Click “Add”.
  5. If the Attribute Backfill Bar appears at the bottom of your screen, select a date range and click “Backfill” to reanalyze historical responses (note: this costs credits).
Create a brand kit
  1. Switch to the Brand Kits tab and click “Create New”.
  2. Complete the multi-step modal by entering a name, your blog URL, and optionally uploading any style guide documents.
  3. Review and edit the AI-generated writing rules.
  4. Save the brand kit. It will appear in your table with an “In progress” status until generation is complete.
Validate Schema.org structured data
  1. Switch to the Technical tab.
  2. Scroll down to the Schema section and enter the URL you want to test (it pre-fills with your website’s home page).
  3. Click “Validate”.
  4. Review the results below. Each JSON-LD block found will display either a “Valid” badge or an “Issues” badge with hints on how to fix the syntax.

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Empty, loading, and error states

  • Empty:
    • Attributes: “No attributes yet. Add positive or negative traits to define your brand voice.”
    • Brand Kits: “No brand kits yet. Create your first brand kit to get started.”
    • Rules: “No rules yet. Add a rule or create one from iterate edits in the content editor.”
    • Schema validator: No results are shown until Validate is clicked.
    • Sitemaps: No list is shown until at least one sitemap has been generated.
  • Loading: Skeleton placeholders are displayed for the brand kits and rules lists while data loads. The logo area displays a spinning animated loader while a file is uploading.
  • Error: Red toast notifications appear for failed saves, uploads, API errors, or deletions. The Schema validator displays an orange banner with specific error messages if validation fails.
Linked from:
  • The main sidebar navigation under the “Brand Profile” link.
  • Step 7 of the Onboarding tour.
  • The Brand Guidelines onboarding checklist step.
  • Attribute backfill notifications across the app.
Links to:
  • Brand Kit creation/edit modal (opens in-page).
  • LLMs.txt preview dialog (opens in-page).
  • Sitemap XML dialog (opens in-page).
  • AI Accessibility dialog (opens in-page).
  • External Schema.org documentation (from the Schema validator’s “How to fix” help text).
  • External Sitemaps.org protocol documentation (from the Sitemap section help text).

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Common support questions

Why can’t I see the Rules tab? The Rules tab is only visible to accounts whose subscription plan includes the “content memory” feature. If your plan does not include this feature, the tab will be hidden. Why is my logo upload failing? Logo images must be perfectly square (equal width and height). If you upload a rectangular image, it will be rejected. Additionally, the file must be under 2 MB and in a supported format (JPEG, PNG, GIF, WebP, or SVG). Why is the “Delete” option missing or grayed out on my brand kit? You cannot delete a brand kit that is currently marked as your “Default” kit. You must assign “Default” status to a different brand kit first; then you will be able to delete the old one. What does the Attribute Backfill Bar do? When you add or delete brand attributes, your historical data doesn’t automatically update. The Backfill Bar prompts you to re-run past AI responses against your new attribute rules so your historical charts are accurate. Running a backfill consumes credits. Why am I getting an “Insufficient permissions” error when trying to save? Users with the “Viewer” role can see everything on the Brand Profile page but cannot make changes. You need Admin access to save general settings, manage attributes, kits, rules, or run backfills.