The brand profile

The brand profile is where you review and edit everything MX knows about a brand: its basics, research, facts, standing rules, and files. Changes here shape every piece of copy MX writes for the brand.

Open a brand

Put the brand in scope with the brand switcher, expand the sidebar, then click the brand’s name in the main navigation. The profile opens with tabs across the top: Basic, Profile, Branding, Knowledge, Rules, Integrations, and Settings.

A dot on a tab means it has unsaved changes. Tabs with a Save button (like Basic) keep your edits until you save them.

Basics

The Basic tab holds the same fields you set during onboarding: Brand Name, Website, the separate-store toggle and Store URL, Primary Market, and the People section for Founders and Email Senders. Edit any field and click Save to keep the changes.

Brand Rules

The Rules tab is one document of standing rules MX includes in every AI request for this brand - for example, words to avoid or approved phrasing. Type your rules and they save automatically as you go, with a save indicator showing progress. Rules are capped at 20,000 characters.

You can also let the assistant propose rule updates in chat. When it does, the suggestion shows where it came from, so an automated suggestion is easy to tell apart from a teammate’s edit. Review each proposal and accept or reject it like any other agent proposal.

Profile: facts and summaries

Your facts and section summaries live on the Profile tab under Brand Profile. Each fact is a single claim with an evidence signal (for example, verified or single source) and a source count you can expand to see where it came from.

A full profile research run accepts its facts for you, so a brand is usable as soon as research finishes - you are not blocked reviewing a list first. Facts from regenerating a single section stay pending until you accept or edit them, and pending facts are not in AI context yet. The Needs review filter shows which. From there you can:

Reject a fact at any time. MX stops drawing on it from then on.
Edit a fact - your edited text is stored as accepted and protected from being overwritten by later research.

Editing a fact or a section summary shows a save indicator with a Retry control. If a save fails, your draft is kept instead of lost, and accept or reject actions recover cleanly.

Branding

The Branding tab holds the visual identity MX read from the brand’s homepage: colors, fonts, spacing, and how the site styles its core controls. Click a color to override its hex value, and edit the personality notes to change what MX uses.

Knowledge

The Knowledge tab is where you check whether a brand is ready to write for. The card at the top says either that knowledge is up to date or what needs attention, with Add sources taking you straight to the brand’s source settings.

Below that:

Writing voice - how MX writes as this brand, distilled from the brand’s own copy during research. Read-only. It is the guide research follows when it writes the profile sections, so the brand’s wording reaches later work through those sections rather than being attached to every request. MX waits for the brand’s pages to index before distilling it, up to a few minutes; if indexing is still running after that it distills from the pages that have landed. If none have, MX writes no voice profile at all rather than one that says the voice is unknown.
Stale facts - facts past the 90-day freshness window, each with when it was last verified. Check source again rechecks one against its source.
Section gaps - what research could not confirm yet, and the source that would fill it.

Settings: import and export

The Settings tab lets you move a brand between profiles. Export downloads the brand as a .brand.json file. Import loads a .brand.json file into this brand, with a confirmation step before it overwrites the current profile.

Deleting a brand

The Settings tab also has the delete control for a finished brand.

Brand knowledge - upload and manage files MX uses for context.