Overview of the tabs
The Brand Profile has five tabs. You don’t need to complete them all at once, but each one unlocks a different layer of Athena’s capabilities.| Tab | What it covers |
|---|---|
| General | Your brand’s name, description, logo, language, and location |
| Attributes | The traits that define your brand’s voice (what you are and aren’t) |
| Rules | Global content rules applied across all content generation |
| Brand Kits | Named brand voice guidelines used when generating content |
| Technical | LLMs.txt, sitemap, schema, and AI crawler accessibility |
General tab
This is the first thing to fill out. It tells Athena the basics about your brand.Fields
Brand Name Your company or product name, exactly as you want it used. This is injected into AI content generation prompts as identity context - Athena references this name when generating articles, briefs, Ask Athena columns, and optimization rewrites. Brand Description A short description of your brand, positioning, and what you offer. Write it as you’d explain your company to someone new. This is passed directly into content generation as context, so the more precise it is, the more on-target the output. Website Logo Upload a square image (max 2 MB). Drag and drop directly onto the upload area or click to browse. The logo appears throughout the Athena dashboard. Base Location The primary country your brand operates from. This is used when Athena targets keywords and prompts by geography - so if you’re a US-based company, your keyword suggestions, prompt volume data, and content targeting will default to the US market. Default Language The language your content should be written in. Defaults to English. This is used as the language setting when Athena generates and targets content.How to save
Make any changes, then click Save changes in the bottom right of the tab. The button only activates when there are unsaved edits.Attributes tab
Attributes define what your brand sounds like and what it avoids. Athena uses these to score AI responses: when an AI model’s response about your brand reflects your positive attributes, that’s a good signal. When it reflects your negative ones, that’s a gap.How attributes work downstream
Every time Athena fetches and analyzes AI responses about your brand (across models like ChatGPT, Perplexity, Gemini, etc.), it checks those responses against your attribute list. Responses that align with your positive attributes push sentiment scores up; responses that reflect negative attributes push them down. This is how Athena calculates the sentiment score you see in your dashboard. When you add, edit, or delete attributes, a backfill bar appears at the bottom of the screen. This lets you re-score your historical AI responses against the updated attribute list - so your sentiment data stays accurate over time.Attribute types
- Positive - Traits your brand wants to be associated with (e.g., “innovative,” “trustworthy,” “enterprise-grade”)
- Negative - Traits your brand actively wants to avoid (e.g., “expensive,” “complicated,” “slow”)
How to add an attribute
- Go to the Attributes tab
- Click Create new
- Enter a name (e.g., “professional,” “easy to use”)
- Select Positive or Negative for the sentiment
- Click Add
How to delete an attribute
Click the … (more options) icon on any attribute row and select Delete.Running a backfill after attribute changes
After adding, editing, or deleting attributes, the backfill bar appears at the bottom of the screen. To re-score your historical responses:- Choose a date range (defaults to the last 30 days; presets available up to 6 months)
- Review the pending changes by clicking View Changes if needed
- Click Backfill - the number in the badge shows the credit cost (1 credit per 100 responses)
- Athena will reanalyze responses in the background. This may take a few hours for large date ranges.
Rules tab
Note: The Rules tab is only visible if your account has the content memory feature enabled. Rules are persistent instructions that apply across all content generation. Think of them as standing editorial guidelines - things like “always use Oxford commas,” “never refer to the product as a ‘tool’,” or “write in second person.” Rules are organized by category:- Style - Voice and prose style guidelines
- Formatting - How content should be structured or formatted
- Terminology - Specific words or phrases to use or avoid
- Tone - Tone of voice instructions
- Structure - How pieces of content should be organized
- Other - Catch-all for anything that doesn’t fit above
How rules affect content
Every time Athena generates or rewrites content (articles, briefs, optimization rewrites), active rules are included in the generation prompt. Rules can be toggled on or off individually - a rule is only applied if its status toggle is on.How to add a rule
- Go to the Rules tab
- Click Create New
- Write the rule text (e.g., “Do not use the word ‘leverage’ as a verb”)
- Select a category
- Click Save
How to edit or delete a rule
Click the … menu on any rule row to edit or delete it. You can also click directly on the rule text to open the edit dialog.Toggling rules on/off
Use the toggle in the Status column to activate or deactivate any rule without deleting it. Inactive rules are shown in muted text and are not included in content generation.Brand Kits tab
Brand kits are named sets of brand voice guidelines. When Athena generates content - articles, briefs, social posts, optimization rewrites - it uses your brand kit’s instructions to match your tone and style. You can create multiple kits for different contexts (e.g., one for blog posts, one for social media, one for executive communications) and set one as the default.How brand kits affect content
The default brand kit’s instructions are passed into every content generation prompt. When generating a brief or article, you can also select a specific kit if you want something other than the default. If no kit exists, Athena generates content without brand voice instructions.How to create a brand kit
- Go to the Brand Kits tab
- Click Create New
- In the Setup step:
- Enter a Name for the kit (e.g., “Blog Posts,” “Social Media,” “Corporate”)
- Enter your Blog or newsroom URL - Athena will crawl this to auto-generate brand guidelines based on your existing published content
- Optionally upload Documents (up to 5 files, PDF or similar) categorized as either Rules & Guidelines or Brand Context
- In the Customize step:
- Review and edit the auto-generated guidelines in the editor
- The editor supports rich text; guidelines are stored as structured instructions
- Click Save to finish
How to edit a brand kit
Click on any kit row (or the Edit option in the … menu) to reopen the Customize step. Make your changes and save.Setting a default kit
Each kit has a Set as default button. Only one kit can be the default at a time. The default kit is used automatically unless you explicitly choose a different kit during content generation. The default kit is marked with a “Default” badge.Deleting a brand kit
Open the … menu on any non-default kit and select Delete. The default kit cannot be deleted directly - set another kit as default first, then delete the old one.Technical tab
The Technical tab gives you visibility into how AI crawlers and search engines see your site. None of these settings affect Athena’s content scoring or generation directly - they’re tools for improving your site’s AI accessibility and structured data.LLMs.txt
Think of this asrobots.txt but for large language models. It tells AI models what your site is about and how to represent your brand. If you haven’t generated one yet:
- Click Generate llms.txt
- Athena will generate the file using AI based on your site content
- Once generated, click Edit llms.txt to review and customize it
Sitemap
A sitemap lists all your website’s pages so search engines and AI crawlers can find and index your content. Use this section to validate that your sitemap is configured correctly. Without a sitemap, pages may be missed by crawlers entirely.Schema
Validates the Schema.org JSON-LD structured data on your website. Schema markup helps AI crawlers and search engines understand your content at a deeper level. Use this to check for errors or missing structured data.AI Accessibility
Click Check AI accessibility to run a check on whether major AI models and crawlers (like GPTBot, ClaudeBot, PerplexityBot, etc.) can access your site’s content. If key crawlers are blocked, they can’t learn about your brand - which directly affects how AI models describe you.Quick-start checklist
If you’re setting up your Brand Profile for the first time, work through these steps in order:- General tab - Fill in your brand name, description, and upload your logo. Set your base location and default language.
- Attributes tab - Add at least 5-10 positive attributes and 3-5 negative attributes that reflect your brand voice and what you want to avoid.
- Brand Kits tab - Create at least one brand kit. Point Athena at your blog or newsroom URL and let it auto-generate your first set of guidelines. Review and edit before saving.
- Rules tab (if available) - Add any standing editorial rules that should apply to all generated content.
- Technical tab - Generate your LLMs.txt and check your AI accessibility to make sure crawlers can reach your site.