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app.athenahq.ai/brand-profile

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Purpose

The Brand Profile page is the central hub for managing how your brand is perceived and understood by AI models within Athena. It allows you to define your core brand identity, set rules for how Athena generates content, establish brand voice guidelines, and manage technical elements that ensure AI web crawlers can properly read your website. Setting up the Brand Profile ensures that the content Athena creates sounds like your company and that the AI analytics accurately track the attributes (positive or negative) you care about most.

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What’s on the page

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Header and Tabs

  • Page Header: Displays “Brand Profile” with the subtitle “Your brand identity in one place”.
  • View-only banner: If you do not have permission to edit the brand profile, a floating pill appears at the bottom reading “View-only · Brand Knowledge”. Hovering over it explains you need to ask an admin for write access.
  • Navigation Tabs: Switches between General, Attributes, Rules (if available on your plan), Brand Kits, and Technical settings.

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General Tab

  • Brand Name: The core name of your brand.
  • Industry: A dropdown to select your company’s industry category.
  • Website logo: An upload area for your brand’s logo. Must be a square image.
  • Brand Description: A text area to describe your brand, positioning, and what you offer.
  • Base location: The default operating country for your brand.
  • Default language: The default language Athena should assume for your brand.
  • Save changes button: Saves any updates made to these fields.

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Attributes Tab

  • Header & “Create new” button: Allows you to define what your brand sounds like (Positive) and what it avoids (Negative).
  • Active Attributes Table: Lists your currently tracked traits.
    • Attribute: The name of the trait (e.g., “professional”).
    • Sentiment: Shows whether it is “Positive” (blue icon) or “Negative” (orange icon).
    • (⋯) Menu: Contains the Delete action.
  • Deactivated attributes: A collapsible section showing attributes you have previously deleted. Contains a Restore button next to each.
  • Attribute Backfill Bar (Floating): If you add, delete, or restore an attribute, a bar appears at the bottom of the screen noting the number of changes (e.g., Added "friendly"). It allows you to select a date range and spend credits to Backfill (reanalyze historical data with your new attributes).

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Rules Tab

(Note: This tab only appears if your plan includes the Content Memory feature.)
  • Header & “Create New” button: Manage global writing rules that apply across all content.
  • Brand rules table:
    • Rule: The text instruction (e.g., “Stop using em dashes”).
    • Category: The type of rule (Style, Formatting, Terminology, Tone, Structure, or Other).
    • Status: A toggle switch indicating if the rule is currently active.
    • (⋯) Menu: Contains Edit and Delete actions.

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Brand Kits Tab

  • Header & “Create New” button: Manage guidelines for tone, voice, and style used during content generation.
  • Brand Kits table:
    • Name: The name of the brand kit.
    • Status: The current state of the kit.
      • Draft: “Setup is incomplete: click to continue”
      • In progress: The kit’s instructions are currently generating.
      • Retry: “Generation failed: click to retry”
      • Default: The currently active kit.
      • Set as default: A button to make this kit the active one.
    • (⋯) Menu: Contains Edit and Delete actions.

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Technical Tab

  • LLMs.txt: Tells AI models what your site is about. Contains buttons to Generate llms.txt or View llms.txt.
  • Sitemap: Generate and manage your XML sitemap. Includes a URL input field, a Generate button, and a collapsible “Generated sitemaps” section showing the URL, URL count, and creation date of existing sitemaps.
  • Schema: Validate Schema.org JSON-LD structured data on your website. Includes a URL input, a Validate button, and preset example links to try.
  • AI Accessibility: Includes a Check AI accessibility button that opens a dialog to see how AI models access your site.

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What you can do here

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General Profile Actions

  • Edit info: Update your name, description, country, or language, then click Save changes.
  • Upload logo: Drag and drop or click the upload area to add a logo. Important: The logo must be perfectly square and under 5 MB. It accepts JPEG, PNG, GIF, WebP, or SVG.

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Attribute Actions

  • Create new attribute: Click Create new, type a name, choose “Positive” or “Negative” sentiment, and click Add. (Max 12 of each sentiment).
  • Delete attribute: Open the ⋯ menu on an active attribute and click Delete. This deactivates it and moves it to the “Deactivated attributes” list.
  • Restore attribute: Open the “Deactivated attributes” section and click Restore next to a trait to make it active again.
  • Backfill changes: When you change attributes, the floating Attribute Backfill Bar appears. Adjust the date range preset (e.g., “Last 30 days”), review the required credit cost, and click Backfill to re-process past AI responses against your new traits. Click View Changes to see a list of pending adjustments, or dismiss them individually or all at once.

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Rule Actions (if applicable)

  • Create New Rule: Click Create New, type your rule (max 30 words), select an optional category, and click Add rule.
  • Edit / Delete Rule: Open the ⋯ menu on a rule row to Edit its text/category, or Delete it (requires confirmation).
  • Toggle Rule: Click the switch in the Status column to turn a rule on or off instantly.

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Brand Kit Actions

  • Create a kit: Click Create New to open a multi-step modal wizard. You will provide a blog URL, edit generated source notes, define brand tones, upload reference documents, and generate final guidelines.
  • Edit / Resume a kit: Click on any row, or open the ⋯ menu and click Edit. If the kit is a draft, it will resume where you left off.
  • Set default: Click the Set as default button on a finished kit to make it the primary voice for new content.
  • Delete kit: Open the ⋯ menu and click Delete. You will be asked: “Are you sure you want to delete ‘[Name]’? This action cannot be undone.”
  • Retry generation: If a kit says “Retry”, click the badge to attempt generation again.

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Technical Actions

  • Manage LLMs.txt: Click Generate llms.txt. Once created, click View llms.txt to open a dialog where you can preview the text, edit the markdown, or view the raw text. You can also click Regenerate or Save from inside the dialog.
  • Generate Sitemap: Type an optional path (e.g., blog) next to your domain and click Generate.
  • View / Export Sitemap: Click a generated sitemap row to open it. From the dialog, you can page through the URLs, click Copy XML, Download XML, or Delete sitemap.
  • Validate Schema: Paste a URL and click Validate (or click a “Try:” example). Athena will check for JSON-LD data and display any issues or syntax errors alongside instructions on how to fix them.
  • Check AI Accessibility: Click Check AI accessibility to open a dialog. Athena will test your domain against the specific web crawlers used by ChatGPT, Claude, Perplexity, Gemini, Copilot, AI Mode, AI Overviews, Grok, DeepSeek, and Rufus to tell you if your site is Accessible, Partial, or Blocked.

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Data shown

  • Brand settings: Displayed data comes from your organization’s core configuration settings.
  • Brand Kits & Rules: The custom writing instructions and tones you have built or generated using Athena’s AI tools.
  • Technical validations: Sitemaps and LLMs.txt are generated dynamically based on your site’s content. Schema and AI Accessibility checks are performed live by reaching out to the specified URL when you request them.

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Common workflows

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Updating basic brand identity

  1. Navigate to the General tab.
  2. Fill out or update the Brand Name, Industry, Logo, and Brand Description.
  3. Ensure your Base location and Default language are correct.
  4. Click Save changes at the bottom right.

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Adding attributes and backfilling data

  1. Go to the Attributes tab and click Create new.
  2. Type the name of a trait you want to track, select “Positive” or “Negative”, and click Add.
  3. The floating Attribute Backfill Bar will appear at the bottom of the screen.
  4. Select a date range (e.g., “Last 30 days”), review the credit cost, and click Backfill. Athena will process past responses to track this new trait.

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Validating site crawler access

  1. Go to the Technical tab.
  2. Under AI Accessibility, click Check AI accessibility.
  3. A dialog will open and automatically begin pinging your domain with the user agents of major AI models.
  4. Review the results to see if any bots are being blocked by your site’s firewall or robots.txt file.

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Empty, loading, and error states

  • Empty states: If you have no data in a section, you will see friendly placeholder cards (e.g., “No attributes yet”, “No brand kits yet”, “No rules yet”) with brief instructions on how to get started.
  • Loading states: While data is loading, you’ll see animated gray placeholder shapes (skeletons). Generating sitemaps, brand kits, or LLMs.txt will show a loading spinner on the button.
  • Error states: If you lack permissions, fields will be grayed out and a “View-only” banner will appear. If you try to upload a logo that isn’t square or is too large, or if a generation fails, a red toast message will appear at the top of the screen explaining the issue.
  • Linked from: The main Sidebar navigation, the Content editor (via the deep link “Manage brand kits”), and the Onboarding Tour (which directs new users here to establish brand guidelines).
  • Links to: The Schema validator empty state links out to official schema.org documentation. The Sitemap panel links out to sitemaps.org protocol documentation.

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Common support questions

Why won’t my logo upload? Logos must have the exact same width and height (a perfect square) and be under 5 MB in size. Supported formats are JPEG, PNG, GIF, WebP, or SVG. Why don’t I see the Rules tab? The Rules tab requires the Content Memory feature to be active on your subscription plan. Why are my “Save” and “Create” buttons disabled? Editing the brand profile requires write access to Brand Knowledge. If you only have view access, you will see a “View-only” banner at the bottom of your screen, and all editing controls will be disabled. What does the Attribute Backfill bar do? When you add or remove an attribute, your historical data doesn’t automatically know about the change. The Backfill bar lets you spend credits to go back in time (e.g., the last 30 days) and re-analyze past AI responses to see if they exhibited your new brand attribute. How many attributes can I track? You can have a maximum of 12 active Positive attributes and 12 active Negative attributes at one time.