Brand Hub

Train Frase's system on your brand, and keep all content on-brand, consistent, and ready to ship.

Brand Hub is where you define how Frase understands your brand.

By connecting your domain and configuring brand details, Brand Hub helps Frase identify your positioning, competitors, voice, and content standards. These signals are then used across the platform—from research and AI visibility tracking to content creation and publishing.

Think of Brand Hub as the foundation for content governance in Frase. Once configured, it ensures your content reflects the same brand identity, messaging, and quality standards across every document your team produces.

Brand

Brand Profile

Your Brand Profile helps Frase understand your company’s identity and positioning.

After entering your website domain, Frase automatically analyzes your site and identifies key brand signals, including:

• Business overview
• Tagline
• Target audience
• Brand values
• Competitor matching criteria
• Site visual style (fonts, colors, images, and other elements)

Your brand styling powers Frase CMS. Alongside text signals in your Brand Profile, Frase captures your visual style—colors, logo, fonts, shadows, sizes, corner roundness, etc. —on the Design System page, and you can review it from View style read on your Brand Profile. Frase uses this styling to automatically theme your Frase-hosted blog. Head to Frase CMS to customize the result.

Competitors

Your competitor matching criteria determines how Frase identifies companies competing with your brand. These can be managed from the Competitors section of Brand Hub.

From this section, you can:

• Review detected competitors
• Updating competitor matching criteria
• Add additional competitors
• Remove competitors
• Search or filter competitors when needed
• Choose which competitors will be monitored and where data is used

Maintaining this list ensures Frase tracks the most relevant companies in areas like AI Visibility monitoring and Content Opportunities's content gaps and topic suggestions.

Confirm Discovered Competitors

Frase discovers competitors automatically, but a newly discovered competitor won't influence your data until it's confirmed.

Until then, it appears in your list but stays out of gap mining, topic generation, AI visibility, and the competitor scoring bonus.

To review, click on the Need review tab. Confirm the ones that genuinely compete with you, and they start feeding gap analysis and topic suggestions.

Design System

The Design System tab stores the visual elements associated with your brand. Frase automatically extracts these from your website when you connect your domain.

These may include:

• Brand logos
• Icons
• Wordmarks
• Fonts
• Brand colors
• Image assets

You can upload additional assets manually if needed.

These assets can be used within tools like:

• Frase CMS
• Enterprise client portals
• Content generation workflows

Managing your visual assets here helps maintain consistent branding across content and publishing workflows.

Writing

Frase's Brand Hub Writing tools define the branding and standards your content must follow.

Configure the following to guide how content is written and reduce editing time:

• Brand Voice profiles
• Terminology guidelines
• Reference documents
• Templates

Brand Voice Profile

Brand Voice defines how your content sounds. You can create this from scratch OR upload a source doc for Frase to analyze and extract your voice from.

You can set:

• Tone (formal, conversational, authoritative, etc.)
• Target audience
• Voice identity
• Brand values & positioning
• Style, formatting, & vocabulary preferences
• Do's and don'ts
• Links & CTAs
• Example phrases that demonstrate your voice

Brand Voice profiles can be organization-wide or site-specific, and they're applied automatically—not only when Frase generates new content, but also when you edit existing content, so your voice holds up across the full workflow.

Voice carries through non-blog formats like service and product pages too, and a dedicated Positioning Guidelines field lets you spell out how your brand should be framed.

Terminology

Brand Terms control the language your content uses.

You can define:

• Preferred terms — language you want to reinforce
• Avoid terms — discouraged but not forbidden
• Never terms — language that should never appear (will make the content unpublishable until removed)

Frase checks term usage in real time and flags violations before content goes live, helping you catch inconsistencies early, without slowing writers down.

A Never term can also be marked as an excluded topic. Frase then keeps that subject out of new work entirely, blocking briefs and articles from being created on it, so off-brand topics never enter the pipeline in the first place.

Reference Docs

Reference Documents give Frase context it can trust.

You can upload things like:

• Product documentation and FAQs
• Style guides and brand guidelines
• Customer personas and industry knowledge
• Competitive analysis

These documents are automatically included in AI context when relevant, giving you more accurate, grounded content—and fewer rewrites.

Templates

Templates define the structure of your content and ensure content begins with a consistent outline and format. They can include elements like:

• Headers and sections
• Content structure
• Word count targets
• Field defaults

Frase provides built-in templates for common use cases. These can be duplicated and customized to match your organization’s needs.

You can also extract a template from existing content—Frase turns a piece you already trust into a reusable structure you can apply to future content.

When generating content, simply select a template to automatically apply the desired structure.

Under Brand Voice > Terminology, categorizing a term as "Never" will prevent you from publishing any content that contains it until the term is removed, in order to protect your brand adherence. If you'd prefer Frase to flag these terms but not restrict publishing, use "Avoid" instead.

In Reference Docs, "Importance" determines how documents are prioritized in the content writing flow. The only truly guaranteed docs are Product Info and FAQ types - so use these intentionally to teach Frase what's crucial to get right across all content.

Workflow

Frase's Brand Hub Workflows streamline your content review and publishing.

With the below tools, you can assess your content readiness before it ships, and build flows that automate brief and content creation, checks, and approvals:

Rules

Rules automatically check content during publishing. These help enforce governance standards by identifying issues before content goes live.

Rules can check a range of conditions, including:

• Score threshold
• Term compliance
• Word count
• Required meta
• Link count
• Required sections
• Regex pattern match
• Verify chips
• Competitor filter (keeps named competitors out of generated content while preserving all research data)

Each rule can be set to its own severity level and scoped to a specific site, so standards can differ where they need to.

Depending on how they are configured, rules can show warnings, flag issues, or block publishing until problems are resolved.

Frase provides pre-built rule templates that can be customized to match your organization’s content standards. These rules help ensure content is publish-ready, consistent, and optimized for strong GEO signals.

You can check Rule Status and adherence within any piece of content.

Playbooks

Playbooks turn your content process into repeatable workflows.

A playbook can combine multiple steps such as:

• Research
• Writing
• Quality checks
• Reviews and approvals

Once created, playbooks can be run directly from the Content Hub, allowing teams to execute consistent workflows with a single click.

For example, you might create playbooks for:

• SEO blog posts
• Product pages
• Quick content updates
• Campaign landing pages

Each playbook can be customized to match the requirements of different content types.

How Brand Hub Fits Into the Workflow

Once Brand Hub is configured, its settings influence content creation, industry research, and competitor tracking across Frase.

When creating new content, you may see:

• Eligible playbooks available at the bottom of the workflow
• Templates available when generating new articles
• Tone of voice profiles to choose from

These elements ensure content creation follows your organization’s defined processes, structure, and brand standards from the start.

Here's Brand Hub in a nutshell

1

Planning

Reference docs inform research and briefs

2

Writing

Brand voice shapes tone and style automatically

3

Review

Term compliance flags issues before publishing

4

Scaling

With rules, templates, and playbooks, every piece of content follows the same standards

How Teams Get the Most Value

Frase's Brand Hub tools work best when you start simple and build intentionally.

Start small

• Create one default Brand Voice (upload your style guide if you have one)
• Add 10–15 core brand terms
• Set restricted or forbidden Terms early
• Upload necessary internal Reference Gocs
• Configure Rules aligned with your business objectives
• Customize Templates and Playbooks for different use cases

Scale strategically

• Use site-specific voices for different audiences
• Organize Terms by category (technical, industry, competitors)
• Set Reference Docs to "auto-include" when content topics match