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app.athenahq.ai/brand-profile

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Purpose

The Brand Profile page is the central hub for managing your website’s brand identity. This is where you tell Athena what your brand is all about, what traits it should exhibit, and how AI crawlers should access your site. Setting up a strong Brand Profile helps Athena’s AI models generate accurate, on-brand content and evaluate how well third-party AI platforms understand your messaging.

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What’s on the page

Page header Displays the “Brand Profile” title and subtitle. If you do not have permission to make changes here, a view-only banner appears at the top. Tab bar Switches between the General, Attributes, Rules (if enabled), Brand Kits, and Technical sub-sections. General tab Contains form fields to define your basic brand information, including Brand Name, Industry, Website logo, Brand Description, Base location, and Default language. Attributes tab Lists the specific traits you want Athena to look for when analyzing AI responses.
  • Brand Attributes table:
    • Attribute: The name of the trait (e.g., “professional”, “slow”).
    • Sentiment: Indicates if the trait is Positive or Negative, shown with a colored triangle indicator.
    • (⋯): Kebab menu containing the Delete row action.
  • Deactivated attributes list: A collapsible section at the bottom showing previously deleted or deactivated attributes.
    • Attribute name: Name and sentiment indicator of the deactivated attribute.
    • Restore: Button to reactivate this specific attribute row.
Rules tab (Only visible if the content memory feature is included in your subscription plan). Lists global content-generation rules applied across all content.
  • Brand Rules table:
    • Rule: The rule text (e.g., “Stop using em dashes”). If the text overflows, hovering over it reveals the full rule in a tooltip.
    • Category: Classifies the rule as Style, Formatting, Terminology, Tone, Structure, or Other.
    • Status: A toggle switch showing whether the rule is currently active or disabled.
    • (⋯): Kebab menu containing Edit and Delete row actions.
Brand Kits tab Lists your brand voice kits, which are specific sets of tone and style guidelines used when generating content.
  • Brand Kits table:
    • Name: The brand kit’s name.
    • Status: Shows the current state of the kit. Can be “Draft” (setup is incomplete), “In progress” (generating), “Retry” (generation failed), “Default” (the currently active kit), or a “Set as default” button. Hovering over a draft shows “Setup is incomplete: click to continue”. Hovering over a failed status shows “Generation failed: click to retry”.
    • (⋯): Kebab menu containing Edit and Delete row actions.
Technical tab Tools for managing how AI crawlers interact with your website.
  • LLMs.txt section: Generates or previews an llms.txt file (similar to robots.txt but for AI models).
  • Sitemap section: Generates and manages XML sitemaps to help AI crawlers index your pages.
    • Generated sitemaps list (collapsible):
      • URL / base URL: The base URL that was crawled to build this sitemap.
      • URL count: The number of URLs found in the generated sitemap.
      • Created: Relative time since the sitemap was generated (e.g., “2 hours ago”).
  • Schema section: A tool to validate your Schema.org JSON-LD structured data via a live URL fetch.
  • AI Accessibility section: Provides a button to check if major AI crawlers can access your site.
Attribute backfill command bar A floating bar that appears at the bottom of the Attributes tab when you have unsaved attribute changes. It allows you to reanalyze historical data using your newly updated attributes. Drilldowns
  • Brand Voice modal: Clicking a brand kit row (or Edit in the kebab menu) opens a multi-step modal where you can select a generation method, provide blog URLs or context documents, customize brand rules, select tone descriptors, and review the kit.
  • LlmsTxtPreviewDialog: Clicking “View llms.txt” or “Generate llms.txt” opens a dialog featuring Preview, Edit, and View raw tabs of the website’s llms.txt content, along with Save and Regenerate actions.
  • Sitemap XML dialog: Clicking a generated sitemap row opens a dialog displaying the full sitemap XML. It includes pagination controls, “Copy XML” and “Download” buttons, and a red “Delete sitemap” action.
  • AI Accessibility dialog: Clicking “Check AI accessibility” opens a dialog showing whether specific AI models (ChatGPT, Claude, Perplexity, Gemini, Copilot, AI Mode, AI Overviews, Grok, DeepSeek, Rufus) can access your domain, using both live HTTP and robots.txt checks.
  • Review changes dialog: Clicking “View Changes” on the attribute backfill bar opens a dialog listing pending attribute additions, edits, or deletions. It includes buttons to dismiss individual items or a “Dismiss all” option.

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What you can do here

General tab
  • Save changes: Click the “Save changes” button after making edits. A toast notification will appear on success, or an error toast will display if (for example) the brand name is a duplicate.
  • Upload logo: Drag and drop a square image into the logo box or click it to upload a file. The system validates the file type, size, and square dimensions before uploading.
Attributes tab
  • Create new attribute: Click “Create new”, type a trait name, choose Positive or Negative sentiment, and click Add. This saves the attribute and queues a pending backfill change.
  • Delete attribute: Click the ⋯ menu on a row and select “Delete”. This moves the attribute to the deactivated list and queues a pending backfill change.
  • Restore deactivated attribute: Expand the deactivated attributes list and click “Restore” next to an item to reactivate it. This queues an “added” backfill change.
  • Attribute backfill bar: date range picker: Select the historical date range of AI responses you want to reanalyze.
  • Attribute backfill bar: View Changes: Open a dialog listing pending attribute changes, where you can dismiss them individually or all at once.
  • Attribute backfill bar: Backfill: Click “Backfill” to spend credits and start a background workflow that reanalyzes historical responses using your new attribute set.
Rules tab
  • Create New: Click “Create New” to open a dialog where you can enter rule text and select an optional category.
  • Edit rule: Click the row or select “Edit” from the ⋯ menu to open a dialog pre-filled with the rule’s text for editing.
  • Delete rule: Click the ⋯ menu and select “Delete”. A confirmation dialog asks: “Are you sure you want to delete this rule? This action cannot be undone.”
  • Toggle rule active/inactive: Click the switch in the Status column to enable or disable the rule for content generation.
Brand Kits tab
  • Create New: Click “Create New” to open the Brand Voice modal at the method-selection step to start a new brand kit.
  • Edit brand kit: Click a row or select “Edit” from the ⋯ menu to open the modal. Incomplete kits open at the draft step, while finished kits open at the Review step.
  • Delete brand kit: Click the ⋯ menu and select “Delete”. A confirmation asks: “Are you sure you want to delete “{name}”? This action cannot be undone.”
  • Set as default: Click “Set as default” in the Status column to designate that kit as the primary one used for content generation.
  • Retry generation: If a kit’s AI generation failed, click the “Retry” button in the Status column.
Technical tab
  • Generate llms.txt: Click “Generate llms.txt” to have AI write your instruction file. A success or warning toast will appear, and the button will flip to “View llms.txt”.
  • View llms.txt: Click “View llms.txt” to open the preview dialog, where you can read, manually edit, or use the Regenerate and Save buttons.
  • Generate sitemap: Enter an optional subpath (or leave it blank for the root) and click “Generate” to crawl the site and build an XML sitemap.
  • View, Copy, Download, or Delete sitemap: Click a sitemap row to view its paginated XML. Use the buttons inside the dialog to Copy XML, Download the file, or Delete the sitemap record entirely.
  • Validate schema: Enter a URL (or click one of the example links) and click “Validate”. The system will fetch the URL and list any JSON-LD structured data blocks, highlighting valid blocks or providing fix hints for invalid ones.
  • Check AI accessibility: Click “Check AI accessibility” to open the diagnostic dialog and see which AI crawlers are allowed on your site.

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Data shown

  • The basic brand info (name, description, URL, location, industry, language) tied to your currently active website.
  • Your uploaded brand logo.
  • The active positive and negative brand attributes used for sentiment tracking.
  • Your brand voice kits and global content-generation rules.
  • Generated XML sitemaps and llms.txt files for your website.
  • Live fetched HTML data when validating schema or checking AI bot accessibility.
  • Historical AI response counts, which are used to estimate the credit cost of an attribute backfill.

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Common workflows

1. Edit and save basic brand info
  1. Open the Brand Profile page and navigate to the General tab.
  2. Edit your brand name, industry, description, base location, or language.
  3. Optionally drag-and-drop or click the logo area to upload a new square logo.
  4. Click “Save changes” (this button is enabled only when a field has been modified).
  5. See the success or error toast notification.
2. Add a brand attribute and reanalyze history
  1. Go to the Attributes tab.
  2. Click “Create new”, enter a name, choose Positive or Negative sentiment, and click Add.
  3. The attribute is saved and appears in the table; the Attribute Backfill command bar appears at the bottom of the screen.
  4. Adjust the date range on the command bar if needed.
  5. Click “Backfill” to spend credits and start the background workflow to reanalyze historical responses.
3. Create a new brand kit
  1. Go to the Brand Kits tab.
  2. Click “Create New”.
  3. Step through the Brand Voice modal: choose your method, provide a blog URL or documents, customize your brand rules, select tone descriptors, and pick representative URLs.
  4. Review the generated brand rules and save the kit.
  5. The kit appears in the Brand Kits table, where you can optionally set it as the default.
4. Generate and validate llms.txt / sitemap / schema
  1. Go to the Technical tab.
  2. Click “Generate llms.txt” to AI-generate the file, or “View llms.txt” to inspect/edit an existing one.
  3. Enter an optional subpath under the Sitemap section and click “Generate” to crawl and build a sitemap.
  4. Click a generated sitemap row to view, copy, or download its XML, or to delete it.
  5. Enter a URL under the Schema section and click “Validate” to check JSON-LD structured data, reviewing any issues and fix hints.

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Empty, loading, and error states

  • Empty states: “No brand kits yet”, “No rules yet”, or “No attributes yet” empty-state cards appear with guidance text when a section has no data.
  • Loading states: Skeleton placeholders are shown for the brand kits list, rules list, and sitemap dialog content while data loads.
  • Error states: Toast notifications appear on action failures (e.g., “Failed to fetch sitemaps”, “Failed to update brand profile”, “Failed to validate schema”). The Schema Validator shows an inline orange or indigo status banner for fetch failures or missing structured data.
  • Linked from:
    • Sidebar navigation.
    • The Onboarding Playbook’s “Brand Guidelines” step (deep link with ?startTour=brand-guidelines).
    • Direct navigation with ?open-attributes=true to jump straight to the Attributes tab.
  • Links to:
    • External schema.org type docs (from the Schema validator empty state).
    • External sitemaps.org sitemap-index protocol docs (from the Sitemap validator).

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Common support questions

  • Why can’t I edit my Brand Profile? If you see a “View-only” banner at the top of the page, your account role does not have write access for Brand & Knowledge settings. You will need an organization admin to update your permissions.
  • Why doesn’t the Rules tab appear for me? The global “Rules” tab is gated behind the Content Memory feature. If your current subscription plan doesn’t include it, the tab will be hidden entirely.
  • Why is my logo upload failing? Logos must be exactly square (equal width and height) and under 5 MB. If your image is rectangular or too large, the system will reject it before uploading.
  • I can’t generate a sitemap. What’s wrong? Make sure your website actually has a URL configured on the General tab. Also, any custom URL you paste into the sitemap generator must match your website’s base domain.
  • Why is the “Set as default” button missing on my brand kit? If the kit is still a draft, is currently generating, has failed, or is already the default kit, the button won’t appear. Instead, you’ll see a status badge or a retry button.
  • Why is the Delete option disabled on my brand kit? You cannot delete a brand kit if it is currently set as the default. You must designate a different kit as the default first.