Setting up your brand kit

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Why set up a brand kit first

Your brand kit is the single place where you describe how your brand looks and sounds. Chorum uses it in two ways:

  • Design: your colours, fonts and logo are used by landing pages and email designs so everything matches without you picking colours every time.
  • Writing: your voice, tone and phrases to avoid are given to the AI writing tools, so subject lines, email drafts, social captions and content ideas sound like you.

It takes about ten minutes and makes everything else quicker, so do it before you write your first email.

Open the brand kit

  1. Go to Marketing, Settings.
  2. Choose Brand kit.
  3. Check the scope label at the top. Tenant default means you are editing your own brand. If it says Customer: followed by a name, you are editing that customer's brand (see "Brand kits for your customers" below).

A Live preview on the right updates as you type, so you can see your colours, fonts and button style together before you save.

Fill in each section

Brand colours

Enter your Primary, Secondary and Accent colours as six digit hex values, for example #0066cc. These are used for backgrounds, buttons and gradients in hero and call to action sections. If you only know your main colour, start with Primary and come back to the others.

Text colours

Set the Heading, Body and Muted colours used on light backgrounds. Muted is for small captions and secondary text. Keep enough contrast between body text and the page background so everything stays easy to read.

Hero text colour

Hero heading is the heading colour used on dark and gradient backgrounds. White is the usual choice. Hero headings on light backgrounds still use the main Heading colour.

Typography

Pick a Heading font and a Body font from the list. A bold display font for headings with a plain, readable font for body text works well for most brands.

Logo

Upload your logo as a PNG, JPG, SVG or WebP image. A transparent PNG or SVG looks best on both light and dark backgrounds.

Brand voice and tone

  • Voice description: a few sentences describing how you write, up to 1,000 characters. For example: "Plain-spoken; British English; never marketing-speak. Confident without being smug."
  • Tone: choose Professional, Casual or Punchy.

Be specific. "Friendly" tells the AI very little; "short sentences, no jargon, talk to the reader as 'you'" tells it a lot.

Avoid phrases

List words and phrases you never want to see in your copy, separated by commas, for example game-changer, synergy, unlock, leverage. You can add up to 50 phrases of up to 80 characters each. The AI tools steer clear of them.

CTA style

Choose how your call to action buttons look: Simple, Boxed or Gradient. The preview shows each one in your colours.

When you are happy, choose Save brand kit.

Brand kits for your customers

If you run marketing for customers, each customer can have their own brand kit:

  1. Use the workspace switcher at the top of the Marketing pages to pick the customer.
  2. Open Marketing, Settings, Brand kit. Until you save anything, the kit shows Inherited from tenant default, meaning it is using your own brand.
  3. Change the colours, logo and voice to match the customer, then save. From then on, AI drafts and designs in that customer's workspace use their brand, not yours.

Tips

  • Revisit the voice description after you have generated a few drafts. If the AI keeps using a phrase you dislike, add it to Avoid phrases.
  • Changing the brand kit does not rewrite emails or pages you have already made. It applies to new drafts and new designs.

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