Brand Kit overview

With the ActiveCampaign Brand Kit, you can import colors, fonts, and logos from your website to generate on-brand email templates, content, and images.

Custom instructions work alongside user memory and your Brand Kit. Custom instructions are account-wide settings that an admin configures for all users. User memory is personal to you and builds over time based on what you say in your conversations.

In this article, you’ll learn the basics of the Brand Kit.

Take note

Starter plans can create one brand kit. Plus, Professional, and Enterprise plans can have up to five brand kits.

Watch a video

How it works

When creating your brand kit, we prompt you to supply your business’s URL. We then extract a company description, mission statement, logos, brand colors, fonts, and social media accounts from your website. This information is analyzed to create AI-generated email campaign templates and content. Brand colors are also available in the color picker when creating email campaigns and inline forms. 

As your business evolves, you can easily edit your brand kit at any time.

If your plan allows, you can store up to five brand kits in your account at one time. This is helpful if you send campaigns on behalf of more than one brand, as you can toggle between the different brand kits when choosing your campaign template.

How to create a brand kit

You can create a brand kit from the Active Intelligence homepage in your account. To get started:

1. Click the ActiveCampaign logo on the top left of the application to navigate to the Active Intelligence home page. 
2. Click the “Customize” option located on the top right of your screen.
   • If you are creating your first Brand Kit, you can click the "Create a Brand Kit" button located above the Active Intelligence prompt field. This button will not appear if a Brand Kit already exists.
3. Locate the “Add a Brand” card. 
4. Type your website’s URL into the field provided, then click the “Add brand” button. 

Using the URL, we extract and display your company and brand information in your kit. You can then use this data to create email campaigns, email templates, and inline forms.

Create additional brand kits

If your plan allows, you can create additional brand kits. To do so:

1. Navigate to your brand kit following the steps above.
2. Click your brand kit to open it.
3. Locate the “Add a Brand” card.
4. Type your website’s URL into the field provided, then click the “Add brand” button. 

How to access and manage your brand kit(s)

Your brand kit(s) is on the Your Brands page in your ActiveCampaign account.  On this page you can view, edit, or delete any brand kit you create. Note that if you have multiple brand kits, you can also set a default option. You can change the default at any time.

Brand kit editing options include updating the name, industry, mission statement, tone and voice, company description, logos, brand colors, fonts, website images, social media accounts, and competitors. It’s not possible to edit your business’s URL.

If you delete a brand kit, you will lose all campaign templates created that use this kit. Campaigns created from those templates will NOT be deleted.

1. Click the ActiveCampaign logo on the top left of the application to navigate to the Active Intelligence home page. 
2. Click the “Customize” option located on the top right of your screen.
3. Click the “Your Brand” widget. The “Your Brands” page will appear, showing your default brand kit at the top of the page where you can edit it.
4. To view and edit other brand kits, scroll down to the “More Brands” section.
5. Click the pencil icon to view or edit the brand kit.
6. To remove a brand kit, click the trash icon, then the “Delete” button in the confirmation modal window. 
   • Please note that removing a brand kit will also delete any logos or website images associated with that brand kit from your Content Manager
7. To set a default brand kit, click the “Set as default brand” button for the kit. You can find this button when viewing a brand kit’s information or from the brand widget, located on the Your Brands page. 

Alternatively, you can access your brand kit by clicking on Settings, then Brand kits.

About voice and tone in brand kit

When building your brand kit, Active Intelligence will analyze your website’s content. Active Intelligence will then extract the brand's tone, style, and language patterns. Active Intelligence will use this information to produce a structured voice and tone summary that is stored in your brand kit. Voice and tone gives Active Intelligence a richer understanding of how your brand communicates, not just what it looks like. Active Intelligence will pull context from your brand’s voice and tone during the email generation process, and will produce messaging that reflects the brand's communication style.

You can access and edit the summary of your brand’s voice and tone within your brand kit.

About logos in brand kit

When creating or editing a brand kit, you have the option to add, remove, and replace logos in your kit. You can also view the imported logo on a dark or light background.

Recommended logo sizes are 200 X 100 pixels for 2:1 ratio logos and 100 X 100 pixels for square logos. However, note that AI campaign templates will auto-size logos to ensure they aren’t too big or small.

1. From the Your Brands page, open the kit you want to add a logo to.
2. Click “Add a logo.” The Content Manager modal will open.
3. Click the “Add a file” button and choose the logo file from your computer.
4. Hover over the new logo and click “Select image.”

Delete a logo

1. Hover over the logo.
2. Click the trash can icon.

About website images in brand kit

When building your brand kit, Active Intelligence will gather images from your website and add them to your brand kit. These images will be stored in the “Website Images” area of your Content Manager. The images will be accompanied by keywords to assist in searchability.

To remove a website image from your brand kit:

1. Click the “Email” Icon (envelope) on the left-hand side of the page.
2. Select "Content"  from the “Manage” section of the sub menu. This will open the Content Manager. 
3. Click the “Website Images” option on the left side of the Content Manager.
4. Hover over the image that you’d like to remove and click the gear icon that appears in the right corner of the image.
5. Select “Delete File” at the bottom of the dropdown menu.
6. A modal will appear confirming that you want to delete the file. Click the “Delete File” button.

Once the file is deleted, it will be removed from your brand kit, as well as, all associated folders in your Content Manager.

About Social links in brand kit

This option lets you update the social media links in your Brand Kit campaign templates. 

To remove a social media link, locate the option you want to delete, then delete the URL for that site.

About colors in brand kit

You can view the imported colors for any brand kit you create. You can also add more colors.

Edit imported colors

1. Click the color you want to update.
2. Choose the color from the color picker or type in the HEX code.
3. Click out of the color window to save your changes.

Add a color

1. Click the “Add a color” button.
2. The new color tile will appear under your imported colors. Click the new color tile.
3. Choose the color from the color picker, type in the HEX code, or provide the RGBA values.
4. Click out of the color window to save your changes.

Delete a color

You can only delete colors you create. To delete a color, hover your mouse over the tile, then click the trash icon. 

Note that you cannot delete AI-generated colors, but you can edit them. To do so:

1. Hover over the color.
2. Click the trash can icon. 

About fonts in brand kit

This option lets you update the header and body font in your Brand Kit campaign templates. Click the dropdown to choose your font and style.

Note that if an email client doesn't support your font, we will default to an email-safe font.

About competitors in brand kit

When you create or update your brand kit, ActiveCampaign automatically suggests up to five competitors based on your website URL. These suggestions come from your default brand kit, so make sure your default is set correctly if you have multiple brand kits.

Active Intelligence uses this list to answer questions about competitor activity, such as recent product launches, pricing updates, or promotions.

You can view, edit, or remove competitors at any time in the “Competitors” section of your brand kit.

How to access your brand kit campaign templates

1. Click Email > Campaign Templates on the left menu.
2. Click the "Use AI templates" button in the “Made for you, in your brand” modal.
3. When designing a campaign, your AI campaign templates can be found in the “Made for you, in your brand” modal of the "All Basic Templates" section.
4. For Multiple Brand Kits, use the dropdown to choose which brand you want to view.

Learn more about campaign templates.

How to access brand kit colors in the Email Designer

1. Click Email on the left menu.
2. Click the name of an email campaign to open it or create a new campaign.
3. On the Campaign Summary page, click on the Campaign Designer on the right.
4. Click on the section or container you want to update.
5. On the right menu, click on the color field you want to update. The color picker will appear.
6. Your brand kit colors will be at the top of the "Saved" tab in the color picker. Click on a color to choose it.
7. (Optional) If you have multiple brand kits, you can toggle between them. Click the dropdown arrow next to the brand kit name, and then select another brand kit. The colors of the chosen brand kit will appear.

How to access brand kit colors in the Form builder

You can use brand kit colors on any inline form you create in your account. To do so:

1. Click Website > Forms.
2. Click the “Style” tab on the right pane. 
3. Click the color picker tile for “Form Background” or “Page Background.”
4. Your brand kit colors will appear under “Saved” > “Brand kit.” If you have more than one brand kit, you can select it from the dropdown.
5. Click the color you want to use.

How user memory, custom instructions, and Brand Kit work together

Active Intelligence uses three layers of personalization. Each one serves a different purpose:

All three layers work together. Brand Kit and custom instructions provide the foundation. User memory adds personal preferences on top.

If your memory conflicts with a custom instruction, your memory takes priority in your sessions.