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Business DNA

Business DNA is where you teach the app what your brand looks and sounds like — your colors, fonts, imagery style, tone of voice, and the legal details that belong in your footer. Once it's filled in, the AI uses it automatically whenever it writes copy, designs an email, or generates an image for you, so you spend less time editing what it produces. You can also generate a starting point automatically from your website instead of filling everything in by hand.

Steps

  1. Open Settings and go to the Business DNA tab.
  2. If you have a website, paste its URL into the "Generate from your website" banner at the top and start the automatic scan. The app reads your site and fills in a first draft of your brand name, colors, fonts, voice, and other fields — review the results and choose whether to keep them or merge them with what's already there.
  3. On the Identity & Voice tab, fill in your brand name, tagline, mission, and a short description of who you are and who you talk to. Add your brand values, the tone you want (for example "aspirational, friendly"), and a couple of lines describing what your brand does and doesn't sound like.
  4. Add your logo in the Logo card on the same tab: click the card to pick a PNG, JPEG, GIF, or WebP file. While it uploads you'll see a spinner on the card; once it appears you can click the image again to replace it, or use Remove to clear it.
  5. Add messaging pillars — the 2-4 core messages your brand keeps coming back to — along with any signature vocabulary or sign-offs you want the AI to reuse.
  6. Scroll down to Privacy & Legal on the same tab to set your privacy policy and terms-of-use links, disclaimers, company legal name, footer address, and social links. These feed the footer and compliance text the app adds to emails and pages automatically.
  7. Switch to the Brand Book tab to set your colors, fonts, and the look of buttons, inputs, and lists — this is the visual system the AI draws from when it designs something for you.
  8. Switch to the Imagery tab to describe the style of images you want generated: the medium (photo, illustration, etc.), mood, lighting, composition preferences, subjects to include or avoid, and how people should be depicted. You can also add up to five anchor images as visual references — see Anchor images below.
  9. Changes save automatically as you type — watch the save status near the top of the page to confirm.

Anchor images

Anchor images are the reference pictures the AI looks at to match your visual style. In the Imagery tab, click a + slot under Anchor images and pick one from the dialog that opens:

  • Choose from your image library — browse the images you've already added to the app and click one.
  • Upload new — add a file from your computer. PNG, JPEG, GIF and WebP are supported, up to 10 MiB.
  • Generate new — have the app create an image for you.

To use a picture that's hosted elsewhere, click Paste a URL instead, enter the image's address (it must start with https:// or http://) and click Import. You can keep up to five anchor images. Click the × on an anchor to remove it.

If an upload is turned down, the message tells you why. A file in an unsupported format is rejected with a note that PNG, JPEG, GIF and WebP are the formats that work, so converting the image and trying again is usually all it takes.

Write the year once in Disclaimers or Footer address (both under Privacy & Legal) — for example © 2025 Acme Inc. All rights reserved. — and it rolls over on its own. © 2025 Acme Inc. shows and is saved as © 2026 Acme Inc. without you editing it, both on the settings page and in anything the AI generates from your Business DNA, so the footer of your emails and pages carries the current year without you revisiting this screen.

Only those two fields are updated. A year anywhere else is left exactly as you wrote it: in the other Business DNA fields, and in the longer descriptive text of your brand profile. If that text credits someone else, such as Photography © 2018 Jane Doe, the credit keeps its year.

A few rules decide what gets updated:

  • Only a year beside a copyright marker is touched. The marker is ©, (c), or the word "Copyright". A year in ordinary text, such as "Founded in 2019", is never changed.
  • A range has its end extended. © 2019-2025 becomes © 2019-2026; the start year stays as you wrote it.
  • A year that isn't in the past is left alone. If the year is already the current one, or you deliberately set a later one, it stays as it is.
  • The year has to sit close to the marker. © Acme Inc 2025 is updated, but with a long company name between the marker and the year, as in © Acme Industries International Inc 2025, the year is not updated. Put the year straight after the marker, as in © 2025 Acme Industries International Inc..

Tips

  • You don't need to fill in every field before the app becomes useful — the more complete Business DNA is, the less editing you'll do on AI-generated content later, but a partial brand profile still helps.
  • If you want to start over, use the Reset button at the top of the page. This clears your current brand identity, so only use it if you're sure.
  • After a website scan, glance at the Background and Text swatches on the Brand Book tab before you accept them. They set the base surface for every email, page, and image the AI designs, so getting them the right way round matters more than any other pair.
  • Keep your footer and legal details (privacy policy, terms, company name, address) up to date — these are the details that show up in every outgoing email your account sends. (SMS number purchases and carrier registrations use a separate business profile, collected on the SMS Registrations tab — see Email and SMS setup.)

FAQ

Q: What happens if I generate from my website but I've already filled in some fields by hand? A: You'll see the generated results before anything is applied, and can choose to overwrite your existing details or merge the new suggestions in without losing what you've already entered.

Q: The scan gave me a dark background when my site is light (or the other way round). Why? A: The scan measures your page directly — the base surface behind your main content, the colours visible at the top of the page, and how much of the page each colour actually paints — and that measurement overrules what the colours looked like in the screenshots it read. If the two disagree you'll see a note in the scan results saying it corrected them. A site with several dark feature sections is still a light-background brand, and it should come out that way. If the result is still wrong, set Background and Text by hand on the Brand Book tab; your values are kept.

Q: The scan said my site "opens with a dark section but is mostly light". What does that mean? A: Your homepage leads with a hero in one tone and continues in another, so there are two defensible answers for your background. The scan picks the one the page mostly uses and tells you, rather than deciding silently. If the hero is really your brand, set Background and Text yourself on the Brand Book tab.

Q: Where does Business DNA actually get used? A: Anywhere the AI generates content on your behalf — emails, images, and other artifacts. See Artifacts for how generated content works.

Q: How do I remove my logo, and does a website scan replace it? A: Use Remove on the Logo card to clear it. A website scan only replaces your logo when it manages to find one on your site — if it doesn't, your current logo is left exactly as it is, even when you choose to overwrite your existing details.

Q: The scan said it couldn't read my site. What happened? A: Some sites sit behind a bot-protection check (Cloudflare, Vercel and similar) that holds our scanner at a "checking your browser" page. We wait for that check to clear, and when it doesn't we tell you — because the colors and fonts a scan returns in that state come from the holding page, not from your site. We can usually still recover your logo from the page's content, and we'll say so when we do; please check it's the right image. If a scan keeps getting held up, get in touch: your site's administrator can let us through, but they'll need the specific details from us to do it — the page itself is read by an ordinary browser, so there's no "bot" name to add to an allow-list for that step.

Q: Our firewall logs show a visitor called ThinkingStreamsBot. Is that you? A: Yes. When we download images from your site — your logo, for example — the request identifies itself as ThinkingStreamsBot. If your logo comes back missing or wrong after a scan, that name is worth allowing in your firewall or CDN rules. Reading the page itself is separate and doesn't use this name.