Create a brand

Set up a new brand in two steps: enter the basics, then add training files and let MX research the brand and build its profile.

Before you start

Have the brand’s website handy. If the brand sells on a separate store, have that URL too - MX uses both to discover collections, social links, and pages during research. Gathering founder names and any onboarding notes ahead of time makes the profile richer, but you can add them later.

To begin, open the brand switcher at the bottom of the sidebar and click New brand.

Tip

Already have a brand exported from MX? On step 1, use Import a brand profile instead to load it from a .brand.json file rather than starting from scratch.

Step 1: Brand basics

Fill in the essentials MX needs to identify the brand.

• Brand Name - what the brand is called.
• Website - the brand’s main site.
• This brand has a separate store URL - turn this on if customers buy on a different domain, then enter the Store URL that appears.
• Primary Market - the country the brand mainly sells to.
• People (optional) - expand this to add Founders and Email Senders. When you add founders, MX suggests a sender in the form “First @ Brand” that you can edit or replace.

Click Continue to move on. MX starts discovering pages and links for the brand as you proceed.

Step 2: Training and profile

Give MX extra context by uploading files under Additional materials. Drag and drop them onto the upload area or click to browse.

Supported file types:

• PDF
• Word documents (.docx)
• Plain text (.txt) and Markdown (.md)
• CSV
• Images

Documents show an Extracting status while MX reads their text. If a file fails, use Retry on that file or remove it to continue. You can also add free-form context in the Notes field - brand guidelines, tone preferences, or anything else worth knowing. Notes support Markdown formatting (headings, lists, bold), and save automatically as you type.

Research and profile generation

MX researches the brand and builds its profile in this step. If research has not started yet, click Start research. Discovery uses the website and store URLs from step 1 to find collections, social links, and brand pages automatically. Review the discovered URLs and collections before research runs if you want to trim the list.

Research runs in the background and can take a minute or two. The essentials land first; MX keeps filling in the remaining sections after that, so you do not have to wait for everything.

MX starts by indexing the brand’s own pages, then distills a writing voice from that copy before it writes the profile sections - so the sections are written in the brand’s voice rather than a generic one. It waits for indexing to finish first, up to a few minutes; if indexing is still running after that it distills from whatever has landed rather than holding onboarding open. If no pages have landed, MX writes no voice profile rather than one that says the voice is unknown. You can read the result later on the brand’s Knowledge tab.

Onboarding runs full profile research, and those facts are accepted for you, so the brand is ready to write with as soon as research finishes. Reject anything you disagree with on the Profile tab whenever you like. Regenerating a single section later leaves its facts pending until you accept or edit them.

After onboarding

Once the profile is ready, click Complete setup. The brand moves out of drafts and is ready to use in chat, campaigns, and flows.

• The brand profile - review facts, edit rules, and manage settings.