# Set up your brand profile > Positioning, voice, audience, goals, and content pillars — what onboarding suggestions fill in, and what to edit on the brand page. - HTML: https://postless.app/guides/brand-setup - Published: 2026-09-03 - Author: Postless - Category: Product - Tags: founders, creators, agencies, teams, brand-voice Each brand has its own profile. The planner and AI drafts use it for topics, tone, and what to avoid. You set most of this during **Build My Brand**. You can change it anytime on the brand page. ## Where to edit 1. Open **Brands** (sidebar) or the brand switcher at the bottom of the sidebar. 2. Open the brand. The page title is the brand name; subtitle is **Brand settings and profile**. 3. Edit **Brand profile**, optional **Brand Context**, and **Workflow**. 4. Click **Save changes**. A line **You have unsaved changes** appears while the profile is dirty. Leaving the page asks you to save. ## Brand profile fields | Label | What it is | Required for AI planning | | ------------------------------ | ---------------------------------------------------------------------------------- | ------------------------ | | **Brand name** | Display name (max 40 characters) | Yes | | **Role** | Title that matches what you do, or a custom role | Yes | | **What you do** | What you build or sell and what makes it different (40–2000 characters) | Yes | | **Goals** | What content should achieve and what you want to be known for (40–2000 characters) | Yes | | **Audience** | Who reads your content | Yes | | **Content pillars** | 3–5 recurring themes | Yes | | **Voice** | One or more tones | Yes | | **Reference brand (optional)** | Style you admire; used for tone inspiration, not imitation | No | Role options include Founder, Developer, Designer, Agency Owner, Consultant, Creator, Marketer, Freelancer, plus **add your own**. Preset pillars include Building in Public, Technical Insights, Product Updates, Startup Lessons, Customer Stories, AI & Automation, Industry Insights, Case Studies, Personal Lessons, Growth Experiments. You can add a custom pillar (max 24 characters). Voice options: Educational, Technical, Friendly, Opinionated, Data-Driven, Inspirational, Humorous. ## What auto-fill does vs what you edit On wizard step 1, **Draft from your site** accepts a **Website link** and/or **Or paste a description**. After **Continue**, Postless may show a **Suggestion** card on: - **What do you do?** (description) - **What are your goals?** - **Who is your audience?** Click **Use this suggestion**. If the field already has text, confirm **Replace your description/goal/audience?** with **Use suggestion** or **Keep mine**. **Not auto-filled:** brand name, role, content pillars, voice, reference brand. You choose those. If fetch fails, confirm the URL is public https, paste at least 120 characters, or type the three fields yourself. Suggestions are never applied until you click **Use this suggestion**. ## Brand Context (optional) Open the **Brand Context** accordion: “Optional — style guide, beliefs, avoid topics, and sample posts.” | Label | Limit | Purpose | | --------------------------- | --------------- | -------------------------------------- | | **Style guide (optional)** | 2000 characters | Extra writing rules | | **Beliefs (optional)** | Up to 10 | Point of view for posts | | **Avoid topics (optional)** | Up to 10 | Topics the AI should never write about | | **Sample posts (optional)** | Up to 5 | Writing style to mimic | These save with **Save changes** on the same page. ## Workflow (planning and approval) Open the **Workflow** accordion. | Control | Default (Build My Brand) | Effect | | ------------------------------------ | ------------------------ | ----------------------------------------------------------------------------------------------------------------------- | | **AI content planning** | On | Weekly auto-planner can generate idea cards. Turning it on may save the profile first and requires publishing defaults. | | **Include AI images in plans** | Off unless you enable it | Planner may mark ideas for image generation within quota. | | **Include short AI videos in plans** | Off unless you enable it | Planner may mark ideas for short video. | | **Include hashtags** | On | Generated posts include platform-appropriate hashtags. | | **Per-platform media defaults** | Opens a dialog | Generation style and which platforms get AI media. | | **Require approval** | On | AI-generated posts wait in **Approvals** before they can auto-publish. | | **Week ready email** | On | Email after each week’s posts are generated. Also needs **Email notifications** in Settings. | | **Posting frequency** | Plan-capped | Posts per week, up to your plan’s AI posts/week cap. | **Use As Scheduler** starts with AI content planning off and a generic goal. Fill real **Goals**, **What you do**, pillars, and voice before enabling **AI content planning**. Incomplete fields are highlighted; the toast is **Complete the highlighted fields to enable AI planning.** ## Publishing Defaults Below Workflow, **Publishing Defaults** chooses which connected accounts are pre-selected on new posts for this brand. At least one must stay selected. Connect new networks in **Settings → Connections** first. Defaults are per brand; logins are shared. ## What happens after you save New planner generations and **Generate Post** / **Generate draft** runs use the saved profile. Existing posts are not rewritten until you **Regenerate** them. Turning **AI content planning** on does not by itself publish anything. It enables weekly idea cards (and later automatic post generation for that brand). **Require approval** still controls whether those AI posts go live without you. ## If this fails - **Please fix the highlighted fields before saving.** Meet the character and pillar/voice counts above. - **Newer profile edits were kept.** You changed fields during save; save again. - **Cannot enable AI planning.** Complete required profile fields, save, connect a platform, and keep at least one publishing default. - **Turn on AI videos before adding TikTok or YouTube as publishing defaults.** Enable **Include short AI videos in plans** first. Instagram needs AI images or AI videos. ## Related - [Getting started](https://postless.app/guides/getting-started) - [Content Inbox](https://postless.app/guides/content-inbox) - [Require approval and auto-publish](https://postless.app/guides/auto-publish)