> 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/get-started/brand-hub-setup.md).

# Set Up Your Brand Hub

Tell Frase who you are and how you sound, so every draft comes back closer to publishable.

Brand Hub is the input that guides your research, competitor tracking, content voice, and the checks that run before you publish. It's organized into two groups:

* **Brand** — who you are. Your profile, your competitors, and your visual design system. Frase drafts all three from the crawl in step 1.
* **Writing** — how you sound. Brand voice, terminology, reference documents, and templates. These apply when Frase generates content *and* when you edit existing content.

## How to Set Up Brand Hub

{% stepper %}
{% step %}

### Review what the crawl found

Frase drafted these from your site. They're a starting point, so read them with a critical eye and make changes as needed.

<details>

<summary><strong>Profile</strong></summary>

Your business overview, tagline, target audience, brand values, and competitor matching criteria.&#x20;

Correct anything that's off. This is the description Frase uses when it decides what's relevant to you, so a vague or wrong profile produces vague or wrong recommendations.

</details>

<details>

<summary><strong>Competitors</strong></summary>

The brands Frase identified as competing with you, based on your **matching criteria**. Competitors listed here feed content gap analysis in Opportunities, topic suggestions, and AI Visibility tracking.

A newly discovered competitor doesn't influence anything until you confirm it. Open the **Review** tab, confirm the ones that genuinely compete with you, and they start feeding your data.

</details>

<details>

<summary><strong>Design System</strong></summary>

Logos, icons, fonts, and brand colors extracted from your site. These theme your Frase CMS hosted blog and get used in content generation. You can upload assets manually if the crawl missed something.

</details>

{% hint style="success" %}
Spend your review time on *Profile* and *Competitors* first. Those two shape what Frase recommends and how it writes; the Design System mostly affects how things look for [Frase CMS](/integrations/cms-publishing/frase-cms.md).
{% endhint %}
{% endstep %}

{% step %}

### Set your brand voice

Under **Writing**, refine or create your primary brand voice profile.

If your crawl was successful, you should have one to start with, but you can also build one from scratch or upload a style guide for Frase to extract your voice from.

A voice profile covers tone, target audience, style and vocabulary preferences, do's and don'ts, and example phrases that sound like you.&#x20;
{% endstep %}

{% step %}

### Add your first brand Terms

Still under **Writing**, add 10-15 terms that matter to you. There are three types:

* **Preferred** — language you want reinforced.
* **Avoid** — discouraged, and flagged when it appears.
* **Never** — language that should never appear.

Frase checks terms in real time and flags problems before content goes live.

{% hint style="danger" %}
**A&#x20;*****Never*****&#x20;term blocks publishing.** Content containing one can't go live until the term is removed. If you want Frase to flag a term without stopping the publish, use *Avoid* instead.
{% endhint %}
{% endstep %}
{% endstepper %}

## In a Nutshell

* Correct your **Profile**, especially target audience and brand values
* Confirm or remove competitors in the **Review** tab
* Create one **brand voice** profile
* Add 10–15 **brand terms**, and set your *Never* terms deliberately

Reference docs and templates can wait until you've published a few pieces and know what you want enforced.

{% hint style="info" %}
You can also configure Rules, Playbooks, and Publishing via [**Automations**](/automations/automations.md) when you're ready to take things to the next level.
{% endhint %}

**Learn more:** [Brand Hub walkthrough](https://docs.frase.io/feature-reference/brand-hub)


---

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