> For the complete documentation index, see [llms.txt](https://docs.frase.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.frase.io/feature-reference/brand-hub.md).

# Brand Hub

Help Frase identify your brand positioning, competitors, voice, and more to keep all content on-brand, consistent, and ready to ship.

## Brand

### Brand Profile

<figure><img src="https://2279611032-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1qovufZAMEOFfdX3BMUE%2Fuploads%2FfEdq0aIep32XifKxWaRI%2Fimage.png?alt=media&#x26;token=b56d8996-0eeb-479a-8d57-f88cd62abb69" alt=""><figcaption></figcaption></figure>

After analyzing your **website domain**, Frase automatically identifies key brand signals, including:

* Business overview
* Tagline
* Target audience
* Brand values
* Competitor matching criteria
* Recognition and track record
* Goals and calls to action

{% hint style="info" %}
Brand Profile signals are used across the platform—from [research](https://docs.frase.io/content/deep-research) and [AI visibility tracking](https://docs.frase.io/site-analysis/ai-visibility) to [content creation](https://docs.frase.io/content/creating-content) and [publishing](https://docs.frase.io/content/publishing).
{% endhint %}

#### Goals & CTAs

Your **Goals** tell Frase what a piece of content should get the reader to do. Each goal has a call to action that points at a page on your site. Frase suggests likely **CTAs** from your site, and you can add your own.&#x20;

When Frase generates an article, it closes with a call to action drawn from your Goals.

### Competitors

<figure><img src="https://2279611032-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1qovufZAMEOFfdX3BMUE%2Fuploads%2F4y1gktRzwNU55S2IRb68%2Fimage.png?alt=media&#x26;token=7da665a3-37a3-4f7d-8677-e047da7b3da1" alt=""><figcaption></figcaption></figure>

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
* Update 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

{% hint style="success" %}
Maintaining this list ensures Frase tracks the most relevant companies in areas like [**AI Visibility**](https://docs.frase.io/core-workflows/ai-visibility-and-geo) monitoring and Content [**Opportunities**](https://docs.frase.io/feature-reference/content-opportunities)'s content gaps and topic suggestions.
{% endhint %}

#### Confirm Competitors

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

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

<figure><img src="https://2279611032-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1qovufZAMEOFfdX3BMUE%2Fuploads%2FBPFpT5EttvcJrutfmMNP%2Fimage.png?alt=media&#x26;token=830e00b6-0141-45ec-a8c4-abf2c369b589" alt=""><figcaption></figcaption></figure>

From your site crawl, Frase captures your visual style on the **Design System** page. This identifies:

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

You can upload additional assets if needed.

Frase puts this to work in several places:

* [**Frase CMS**](/integrations/cms-publishing/frase-cms.md) — your selected colors, primary logo, and detected fonts seed the theme, so pages you publish through Frase look like your site
* [**Frase Answers** ](/feature-reference/frase-answers.md)— your Answers widget and answer pages pick up your brand color
* **The editor** — call-to-action and form blocks inherit your brand colors and corner style
* **Content generation** — your visual style is read back into editable style instructions that guide how Frase writes

### Site Settings

**Site Settings** hold the core operational settings per domain:

* **Site name and domain** Frase analyzes and writes for
* **Content language** new content and briefs are written in
* **Target market and country** Frase targets for keyword and SERP data
* **Owned and blocked domains** to treat as your own, and domains to keep out of competitor tracking
* **Google Search Console** properties to connect, so Frase can work from your search data
* **About, Privacy Policy, and Editorial Guidelines URLs**, used to ground and attribute your content

## Writing

Frase's Brand Hub **Writing** tools define the branding and standards your content must follow across the Frase application, [Agent](/automations/meet-the-frase-agent.md), and [MCP](/automations/automate-with-frase-mcp.md).

<figure><img src="https://2279611032-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1qovufZAMEOFfdX3BMUE%2Fuploads%2FOWBHqBV3g2impLJ3msbh%2Fimage.png?alt=media&#x26;token=0eb14dd9-5594-4890-b562-1a2279f504ee" alt=""><figcaption></figcaption></figure>

<details>

<summary>Brand Voice Profile</summary>

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.**

</details>

<details>

<summary>Terminology</summary>

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.

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.

</details>

<details>

<summary>Reference Docs</summary>

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.

</details>

<details>

<summary>Templates</summary>

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.**

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

</details>

<figure><img src="https://2279611032-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F1qovufZAMEOFfdX3BMUE%2Fuploads%2F6XV4DHkJM3tExwoUlPWh%2Fimage.png?alt=media&#x26;token=d3089a80-db3d-4205-b9a6-85cb920b811a" alt=""><figcaption></figcaption></figure>

{% hint style="danger" %}
Under **Brand Voice** > **Terminology**, categorizing a term as *"Never"* will prevent you from publishing any content that contains it until the term is removed. If you'd prefer to not restrict publishing, use *"Avoid"* instead.
{% endhint %}

{% hint style="warning" %}
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.
{% endhint %}

### How It Fits Into the Workflow

When creating new content, you may see:

* **Templates** available when generating new articles
* **Tone of voice** profiles to choose from
* *Never* **Terms** excluded from Content Opportunities

{% hint style="success" %}
These elements ensure content creation follows your organization's defined processes, structure, and brand standards from the start.
{% endhint %}

#### **In a Nutshell**

{% stepper %}
{% step %}

#### Planning

Reference docs inform research and briefs
{% endstep %}

{% step %}

#### Writing

Brand voice shapes tone and style automatically
{% endstep %}

{% step %}

#### Review

Term compliance flags issues before publishing
{% endstep %}

{% step %}

#### Scaling

With templates, every piece of content follows the same standards
{% endstep %}
{% endstepper %}

## Best Practices

### **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 Docs
* Customize Templates 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


---

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