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Available on: the Enterprise planFind it in: the Context Manager in the Context section of Profound
Knowledge Bases and Brand Kits are the sources of knowledge and context Profound has about your brand. Knowledge Bases are repositories of documents, webpages, and source materials that Profound uses as a source of truth about your brand. Brand Kits are brand identity profiles that define tone of voice, writing style, positioning, and other brand attributes for content generation. Both features are part of Profound’s Context Manager.

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What’s the difference?

Both features feed Profound’s context about your brand, but they do it in different ways. Brand Kits define how Profound should communicate on behalf of your brand. Knowledge Bases provide Profound with information it should reference when generating content, performing FactCheck analysis, or any other action that needs to be grounded in facts.

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How Knowledge Bases work

Knowledge Bases are the foundation the rest of the platform reads from:
  • Context Manager distills them into knowledge records that ground AI Marketer, Agents, Projects, and anything else Profound does.
  • FactCheck checks AI answers about your brand against them.
  • In Agents, a Knowledge Base node uses retrieval-augmented generation (RAG) to run a semantic search across your uploaded files and return the most relevant results, so the subsequent nodes’ outputs rest on verified brand material rather than the model’s assumptions.

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Information management

Knowledge Bases use a folder structure modeled after a standard filesystem. Create folders and subfolders to organize content by product line, team, campaign, or any other grouping. Within each Knowledge Base, view all indexed files, add tags, create new files, delete outdated material, download previously uploaded content, and rename Knowledge Bases and folders directly from the UI.

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Content auto-sync

An auto-sync feature is available for content created via URL or website crawls, as well as external imports. By default, it’s disabled. Enable it per folder during import setup, or in the folder settings on the Knowledge Base page. Set the data update cadence (weekly, monthly, and so on) in the same place.

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How Brand Kits work

Brand Kits will become part of the Brand Context in Context Manager. If you are starting out with Profound, we recommend focusing on refining your brand voice in your knowledge records.
Brand Kits analyze your brand’s website to generate a brand identity profile covering brand information and writing style, which you can review and edit at any time. Anything that generates content on your behalf can apply a Brand Kit, so output matches your brand’s voice and positioning.

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What a Brand Kit contains

When you create a Brand Kit by entering a brand’s website URL, Profound automatically generates a profile broken down into three categories:
  1. Brand information: A high-level overview of the brand, including its mission and values, ideal customer profile, main competitors, and brand point of view.
  2. Brand writing style: An overview of how the brand communicates, including author persona, tone of voice, and specific writing rules.
  3. Brand writing sample: A writing sample extracted from the brand’s website and analyzed to calibrate the writing style.
All generated information can be reviewed and edited at any time from the Edit Brand Kit menu.

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Example use cases

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1. Protect the brand’s voice and style

Upload style guides, messaging frameworks, and approved published content to a Knowledge Base, and create a Brand Kit from your website. AI Marketer and Agents draw on both, so briefs, blog posts, and ad copy match your voice and positioning without you restating it in every request.

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2. Check what AI says about your brand

Upload your source-of-truth documentation to a Knowledge Base and run FactCheck. It compares AI-generated answers about your brand against your documents, flags inaccurate claims, and shows which sources are behind them.

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3. Ground generated content in facts

Connect content Agents to your Knowledge Base to automatically cross-reference outputs against source documents before publishing to your CMS. This prevents errors in key details such as specs, pricing, and messaging.