Browse Core Concepts
BrandDNA is MorningAI's record of who your brand is: how it sounds, how it looks and what it stands for. Agents, Studio and Apps read it before they make anything, so a first draft already uses your voice, your colors and your rules instead of guessing.
Think of it as the brief you would hand a new agency on day one, except this one gets read in full every time.
What it holds
BrandDNA has four tabs:
- Basics: name, website, slogan, a brand description, company details, competitors and social profiles.
- Tone of voice: the words you sound like, the words you never sound like, "say this, not that" pairs and any other writing rules.
- Brand kit: colors, logos, typography and the visual rules applied to every image.
- Image styles: the looks the agents follow when they create images, picked from a library or trained on your own photos.
Why it matters
Without BrandDNA, AI writes like an average brand: polite, generic and slightly off. With it, drafts are checked against your Never sound list, images follow your visual rules, and documents come out in your fonts and colors. Each brand you manage has its own BrandDNA, so switching brands switches the voice and the look with it.
Where it lives
Open DNA → BrandDNA. Brand setup fills in most of it from your website, and Refresh from web reads the site again after a relaunch. Changes apply as soon as you save, and the DNA health panel lists what is still missing.
Frequently Asked Questions
Do I need to attach BrandDNA to a request?
No. It applies to everything in the brand automatically.
Does BrandDNA change on its own?
No. It changes only when you edit it or approve a change from the Agent. Details the Agent picks up in conversation go to Memory instead. See Review What MorningAI Remembers.
Next Steps
Set it up with How to Set Up BrandDNA, and keep it current with When to Update Your BrandDNA.
