Overview

Brand DNA is the foundation of the Marketing Agent Context Layer. It stores your brand's identity, voice, values, messaging, and visual guidelines in one place, enabling the Ideation agent to generate the right ideas and Content Creation Agent (aka Creative Agent) to consistently generate on-brand content without requiring repeated instructions.

Brand DNA supports the complete brand context lifecycle by:

* Ingesting brand information from multiple sources

* Managing and updating brand data

* Retrieving relevant context during content generation

Navigation to Marketing Agent (Social Media Agent)

1. Navigate to Sprinklr > Sprinklr Social > Social Media Agent.

2. The Social Media Agent screen opens. From the left navigation panel, you can access key features such as New Chat for starting fresh chat, Idea Hub for generating content ideas, Brands to create and manage brands, Campaigns, Asset Manager, Calendar, Reporting, and the Document Center.

Brand Creation and Set Up

A. Choose the Brand Creation Method

1. From the left navigation panel, select Brands. On the Brands page, click Create Brand in the upper-right corner.

2. Here you can create a new brand by 3 methods:

Method 1: Import from Website URL (URL Scraping)

If you choose this method, providing the Brand Name and Website URL is mandatory. Once provided, click Create. The system automatically fetches all the required details to create the Brand DNA. Extracted information is presented as draft content for administrator review and confirmation.

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Method 2: Upload Brand Guidelines

If you choose this method, providing the Brand Name and Brand Guidelines Document (in PDF format) is mandatory. Once provided, click Create. The system performs ML-assisted extraction and converts relevant information into structured Brand DNA fields. Extracted information is presented as draft content for administrator review and confirmation.

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Method 3: Set Up Manually

If you choose this method, all Brand DNA fields can also be completed manually. This ensures complete administrative control over brand configuration.

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B. Brand Set Up

Setting up your Brand DNA is a four-step process, with each step capturing a distinct aspect of your brand's identity. Together, these sections provide the Marketing Agent with the context it needs to generate consistent, on-brand content.

1. Brand Details 

Captures the core information that defines the brand, and includes brand name, description, parent brand, competitors (brands and businesses that compete in your market). This foundational information is included in every Marketing Agent request to ensure all generated content aligns with the brand's identity.

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2. Brand Accounts 

This section of the set up helps you connect your social accounts to power every idea and content recommendation with insights from your brand's actual performance data.

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3. Brand Personality​

Brand personality is made up of the following six key elements, each capturing a distinct aspect of how your brand is represented and experienced:

• Brand Logo: Your logo is the visual foundation of your brand—a distinctive symbol that builds recognition and trust.

• Brand Colors: Your brand colors set the visual tone, evoke emotion, and reflect your brand's personality.

• Brand Fonts: Your typography gives your words character, reinforces your brand's voice, and strengthens recognition.

• Tone of Voice: Your tone of voice defines how your brand communicates, ensuring every interaction reflects its personality and values.

• Brand Values: Your brand values are the core principles that guide your decisions and help build meaningful connections with your audience.

• Audience: Your audience defines who your brand speaks to, shaping the messaging, visuals, and experiences that resonate most with them.

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4. Brand Permissions

The Brand Permissions section helps maintain brand governance by controlling who can view and edit your brand assets. Once you've configured the permissions, choose Save and Activate to publish the Brand DNA, Save as Draft to continue later, or Cancel to discard your changes.

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Actions on Existing Brand DNA

If you do not want to create a new Brand DNA, you can manage existing ones by clicking the vertical ellipsis next to a brand and selecting the required action.

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• Edit: Update the brand's information, including Brand details, Brand accounts, Brand personailty and Brand permissions.

• Details: View the complete brand profile at a glance.

• Clone: Create a copy of the brand configuration to use as a starting point for a new brand.

• Archive: Move the brand to an archived state, removing it from active use while preserving its data.

• Activity: View the history of changes, updates, and actions performed on the brand.

• Delete: Permanently remove the brand and all associated data from the system.

Brand Context Retrieval

Whenever an agent needs brand-specific knowledge, it queries the Brand DNA to retrieve the relevant context. For example, if the creative agent receives a query such as create content ideas for my <insert brand name here>, or Ideation Agent receives a prompt such as, "What are my competitors doing?" or "Analyze my competitors' content strategy," it automatically accesses the Brand Context Layer to identify the competitors associated with that brand. It can also retrieve additional information, such as competitor audience profiles and other brand context already stored in the Brand DNA, enabling it to generate accurate, brand-aware responses.

Use Cases

Brand DNA enables a wide variety of marketing workflows, including:

• Social Media Content: Generate captions and posts that consistently reflect the brand's personality and tone.

• Campaign Development: Develop campaign themes and ideas informed by brand values and positioning.

• Visual Creative Generation: Produce branded banners, advertisements, and promotional imagery using approved assets and visual guidelines.

• Multi-Brand Enterprises: Support organisations managing multiple brands through separate, structured brand repositories.

Related Articles

​Marketing Agent Overview

Ideation Agent

Creative Agent

Document Center