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Brand profiles

What are brand profiles?​

Brand Profiles let you create and manage multiple sub-brands within a single Email Design System (EDS). This feature helps you maintain consistent brand standards while easily accommodating variations across different brands or contexts in your organization.

How brand profiles work​

Brand Profiles act as customization layers on top of your primary Email Design System. When you create a Brand Profile, you start with all the components and settings from the parent EDS, then apply specific modifications for that brand.

Customization options​

  • Component Visibility: Disable specific components that aren't relevant to a particular brand
  • Field Visibility: Hide individual editable fields that shouldn't be modified for a specific brand. Fields can be hidden from the editor, or from AI Agents.
  • Default value overrides: Set brand-specific default values for component fields
  • Field label overrides: Change the label of a field to be more relevant to a specific brand
  • Component code variations: See the Advanced variations section below

Use Cases​

Sub-brands​

Create profiles for product lines or divisions within your organization.

Client-specific branding​

Agencies can create separate brand profiles for different clients using the same foundational components.

Email Purpose Variations​

Create different profiles tailored to specific communication goals. For example, promotional emails might need a different component set than transactional emails or newsletters, allowing teams to work with purpose-optimized toolsets while maintaining brand consistency.

AI Email Generation ✨​

Brand profiles can significantly enhance AI email generation capabilities by:

  • Optimizing component selection: Limiting available components to a focused subset (10 vs 100) dramatically improves AI performance and accuracy
  • Field visibility control: Hide specific fields from AI to prevent common errors or maintain certain default values
  • Reduced context load: Fewer available fields means less context for the AI to process, resulting in faster, more reliable email generation

Getting Started with Brand Profiles​

Head to your Email Design System and click on the "Brand Profiles" tab.

Click on "New Brand Profile" and give it a name.

Once inside the brand profile builder you will see a split screen view;

  • a live preview of your Email Design System components with any overrides from your brand applied
  • a list of your Email Design System components and their respective fields that can be configured

Advanced variations​

More advanced control over variations of your components can be achieved directly in your components' code: brand information is exposed through the render_context object.

Example​

<div class="header">
  {% if render_context.brand_profile.id == 27 %}
    {% assign color = "#000000" %}
  {% else %}
    {% assign color = "#ffffff" %}
  {% endif %}

  <h1 style="color:{{color}};">Header title</h1>
</div>