Creating Your Own AI Brand Assistant in Sitecore Stream

In a time when brands need consistency, agility, and authenticity across channels, having an AI-powered helper that “knows” your brand can be a game changer. Sitecore Stream offers just that, a way to build a Brand Kit that powers a Brand Assistant, helping generate content aligned with your brand’s identity, tone, and guidelines. Below we explore what a Brand Kit is, how it works, and how to train yours so the AI gives you content you can trust.

What is a Brand Kit in Sitecore Stream?

A Brand Kit in Sitecore Stream is a structured resource designed to capture and codify your brand’s identity, tone, messaging rules, visual guidelines, and other distinguishing traits.  It’s built from documents you supply – things like brand books, style guides, tone-of-voice guidelines, visual identity outlines – and then analysed by Stream to extract what it calls Brand Knowledge.

Brand Kits help maintain consistency across teams, content types, and channels, and organisations can manage multiple kits at once for different brands, product lines, or campaigns, so you can have distinct guidelines in place for each.

How Does the Brand Kit Work?

Once you have a Brand Kit in Stream, it’s used by the AI tools and Copilots to generate content that is aligned with your brand standards. This works in two main ways: via brand knowledge and via brand kit sections.

• Brand Knowledge – This refers to the information extracted during ingestion – chunks of text, rules, guidelines, etc. – that the system can draw on to answer queries or produce content.
• Brand Kit Sections – These are more distilled, curated views of that knowledge: predefined sections such as Brand Context, Global Goals, Tone of Voice, Dos and Don’ts, Grammar Guidelines, Visual Guidelines, Checklist, Image Style, etc. These are populated by Stream using the brand documents.

How Copilots Use Them

Different Sitecore AI components make use of different inputs:

• The Brand Assistant in Sitecore Stream uses brand knowledge heavily, plus passes certain brand kit sections automatically (especially Brand Context) as system prompts. If you enable “Brainstorming”, more sections like Do’s & Don’ts, Tone of Voice, Grammar Guidelines, and Checklist are included. This ensures outputs are not only relevant but also in the style and rules you’ve defined.
• Other Copilots in XM Cloud or Experience Platform use a subset of sections (usually Brand Context, Tone of Voice, Do’s & Don’ts) to guide how content is generated or optimised. They may not always use the full brand knowledge base.

In effect, when you prompt the AI, for example asking for marketing copy, campaign suggestions, or social posts, these copilots consult the Brand Kit structure, including the Sections and Knowledge, to shape their outputs in tone, style, compliance, etc.

How to Train Your Brand Kit

Because the quality and relevance of the Brand Kit is only as good as what you put in, training, i.e. uploading documents and curating content, is critical. Below are guidelines for what types of documents to include and what content inside them matters.

Recommended document types

Sitecore recommends including documents that fully represent your brand’s identity, voice, audience, and rules. Specifically:

• Brand guidelines/brand books/playbooks – These define core identity, tone, and messaging frameworks.
• Creative content archives – Including past campaigns or campaign toolkits that show real examples of how your brand has been expressed.
• Legal and regulatory documents – Covering security, privacy, compliance. Having these helps ensure content avoids mistakes.
• Audience insights – Including personas, demographic profiles, research reports, and market/behaviour trends. These help the AI tailor content not just to how you speak, but who you are speaking to.

Content to include in your documents

Within those documents, there are core content areas that should be covered to ensure the Brand Kit is rich and usable. For example:

• Basic visual & identity elements – Logos, colour palette, typography, iconography, guidelines for how those should or should not be used.
• Brand identity foundations – Mission, vision, values; tone of voice; messaging framework; positioning.
• Guidelines and representation rules – Dos and Don’ts (for writing, visuals, logo usage), rules for imagery, styling, etc.
• Customer personas – Who your audience is (demographics, behavior, needs); this helps AI generate content that resonates.
• Content templates – Pre-approved layouts or ways of phrasing (e.g. social media posts, email signatures, presentation decks) to show how the brand identity is applied in practice.

Putting it All Together: Steps to Create Your Brand Assistant

Here’s a suggested workflow for actually building your AI Brand Assistant within Sitecore Stream:

1. Audit existing brand assets – Gather your brand guidelines, playbooks, creative archives, persona documents, templates, legal/regulatory stuff, etc. Ensure they are text-rich, properly formatted, with clear headings and a consistent voice.
2. Create a new Brand Kit in Stream – Use Stream Premium, since Brand Kits require that. Start a fresh kit, naming it according to your brand/product/campaign.
3. Upload documents into the Knowledge tab – Add all those brand documents. As you upload, Stream ingests them and breaks them into knowledge chunks that it can retrieve.
4. Review the Sections tab – After ingestion, check the generated sections: Brand Context, Tone of Voice, Dos & Don’ts, etc. Fill any gaps by updating documents and re-uploading or editing content as needed.
5. Test with the Brand Assistant – Try prompts: marketing copy, social post, campaign slogan, etc., see how well the AI aligns with your expectations. Use “brainstorming” mode if you want the Assistant to apply more of the sections (e.g. Grammar Guidelines, Checklist) to ensure compliance.
6. Iterate – Based on what the AI produces, update documents (add missing rules, clarify ambiguous ones), refine templates, adjust tone descriptions. Over time the Brand Kit becomes more accurate, more helpful.

The Power of the Brand Kit

A well-trained Brand Kit in Sitecore Stream can be a powerful asset. It lets your Brand Assistant and other AI copilots generate content that not only speaks in your brand’s voice but behaves according to your rules and values. Key success factors are having the right kinds of documents, well-structured and consistent content inside them, and a careful review and iteration process. With those in place, you’ll get AI-powered content that is reliable, consistent, and true to your brand.