Brand Kit

Brand Kits let you define your voice, style, vocabulary, and visual identity in one place. Once configured, Navless applies those guidelines every time it creates content for you, whether that's a Guide article or a Signal draft.

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Quick Start

1. 1.Go to Content Management → Brand Kits.
2. 2.Click Create Brand Kit.
3. 3.Fill out each of the seven tabs to complete your first Brand Kit.

Your first one is automatically set as the account default, so it'll be used any time content is generated without a specific kit selected.

You can create additional Brand Kits for different purposes. You can set any Brand Kit as the default at any point.

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What's Inside a Brand Kit

Brand kits are organized into seven tabs. You don't need to fill out every tab — even a partially configured kit will improve your content.

Identity

The basics: your brand name (required), website URL, a short description of your brand, and your logo and favicon. You can also toggle whether this kit is your account default.

Theme

A color palette for your brand. These colors show up in visual contexts like embedded widgets and content previews.

Navless includes several presets to get you started — Light, Dark, Warm, Ocean, Forest, Berry, and Slate. Pick one as a starting point, then customize individual colors to match your brand.

Voice & Tone

This is where you teach the AI how your brand sounds. You can set:

• ​Voice adjectives — Up to 6 words that describe your brand voice (e.g., "professional," "approachable," "innovative")
• ​Voice guidelines — Free-form instructions for anything that doesn't fit the fields above
• ​Formality level — A 1–5 scale, from very casual to very formal
• ​Technicality level — A 1–5 scale, from general audience to highly technical
• ​Point of view — First person ("we/our") or third person ("the company")
• ​Reading level — Executive (concise, high-level), Practitioner (assumes domain knowledge), or Beginner (simpler language, more explanation)
• ​Personality traits — Up to 5 traits that define your brand's character

A formality level around 3 tends to produce a balanced, professional-but-approachable tone.

Vocabulary

Fine-tuned control over word choice.

• ​Preferred terms — Substitution rules like "instead of use, use leverage." Great for enforcing product naming conventions.
• ​Words to avoid — Individual words the AI should never use.
• ​Phrases to avoid — Multi-word phrases to exclude (e.g., "move the needle").
• ​Capitalization rules — Instructions like "Always capitalize Platform when referring to our product."
• ​Formatting rules — Preferences like "Use Oxford commas" or "Spell out numbers under 10."

Words and phrases marked as "avoid" are treated as hard constraints — the AI will actively steer clear of them.

Style

Structural formatting preferences for generated content.

• ​Maximum Paragraph Length (sentences) — Keep paragraphs short (1–10 sentences) for better web readability.
• ​Headline rules — Guidelines for how titles and headings should be written.
• ​Emoji usage — Never, Sparingly, or Allowed.
• ​Headline Case Preference — Sentence case or title case.
• ​Markdown Usage — Minimal (plain text), Standard (headers, lists, bold), or Rich (tables, code blocks, advanced formatting).
• ​Content Structure Preference — Bullets, Paragraphs, or Mixed (let the AI decide based on context).

Examples

Sample content that shows the AI what good (and bad) looks like.

• ​Good examples — Paste excerpts that represent your ideal voice and style.
• ​Bad examples — Paste excerpts that do not match your brand.

Click the + icon to include additional examples.

This is one of the most impactful tabs. Even a few well-chosen paragraphs can dramatically improve how closely the AI matches your brand.

Guardrails

Control how the AI handles competitor mentions.

• ​Allowed — Competitors can be mentioned naturally.
• ​Only for Comparison — The AI will only reference competitors when directly comparing features.
• ​Never Mention — Competitors will not be mentioned under any circumstances.

You can manage your competitor list directly on this tab or in your account settings.

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Where Brand Kits Are Used

Guides — Select a brand kit when creating or editing a Guide. The kit's settings shape the voice, style, and vocabulary of the generated content.

Signal Drafts — Optionally select a brand kit when generating a draft. If you don't pick one, the account default is applied automatically.

Behind the scenes, your brand kit settings are translated into detailed instructions that the AI follows as hard requirements — not suggestions. The more specific your kit, the more consistent your output.

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Managing Your Brand Kits

Multiple kits — Create as many as you need. Use separate kits for different product lines, audiences, or content types.

Cloning — Duplicate an existing kit from the brand kit list using the Clone action. The copy includes all settings and uploaded assets. Modify the clone without affecting the original.

Setting a default — One kit per account is the default. Change it by opening a kit and toggling Set as default on the Identity tab. The previous default is unset automatically.

Deleting — Deleted kits are removed from your active list, but previously generated content is not affected. Any Guides or Drafts that referenced a deleted kit will have their brand kit association cleared.

You can't delete the default brand kit. Set a different kit as the default first.

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Tips for Getting the Most Out of Brand Kits

Short on time? Focus on these four areas for the biggest impact:

1. 1.Voice adjectives — Give the AI a clear sense of how you sound.
2. 2.Preferred terms — Enforce consistent product and brand terminology.
3. 3.Good examples — Show the AI what great looks like.
4. 4.Competitor guardrails — Control how (or if) competitors are referenced.

Changes aren't retroactive. Updating a brand kit only affects content generated after the change. Existing content stays as-is.

No brand kit configured? Content will still be generated, but the AI will default to a neutral, general-purpose tone.