---
title: "Creating and managing brands"
description: "Create a brand, run several brands in one organization, and switch between them."
label: "Creating and managing"
date: "2026-09-07"
---

A brand is the source of truth your AI tools read from. You can run as many brands as you need in one organization, and switch between them as you work.

## Create a brand

<Steps>
<Step>
### Open your organization

A brand lives inside an organization, the account that holds your brands, teammates, and billing. Make sure you are in the organization where the new brand belongs.
</Step>
<Step>
### Add a new brand

Open the brand switcher in the top bar and create a new brand from there, then give it a name. The name appears throughout the dashboard and in the Agent panel, so use the name your team knows the brand by.
</Step>
<Step>
### Review the starting defaults

A new brand starts on the default theme: an oklch neutral palette, a near-black primary, and the Geist and Geist Mono fonts. The brand overview's setup guide prompts you to import your brand styles until you configure them.
</Step>
<Step>
### Import your styles

Replace the defaults with your own design tokens. You can paste a CSS theme, or a preset code from a theme builder. See [Importing styles](/docs/styles/importing-styles) for each path.
</Step>
</Steps>

<Callout type="info">
You do not have to finish a brand before connecting a tool. You can connect early and keep shaping the styles, library, and rules as you go.
</Callout>

## Run multiple brands in one organization

One organization can hold multiple brands, and each is fully independent. A brand serves its own styles, library, content, and rules, so brands never share or overwrite each other.

Multiple brands are useful when you maintain more than one design language in the same workspace, for example:

- A product brand and a separate marketing brand.
- A parent brand and a sub-brand with its own look.
- A brand per client, kept side by side in one account.

Connection keys belong to projects, and a project belongs to one brand, so a tool connected to a project in one brand never sees another brand. To wire a tool to a brand, create a project under it and connect through that. See [Connect](/docs/connect/overview).

## Switch between brands

Use the brand switcher in the top bar to move between the brands in your organization; it is also where you create a new one. Switching changes which brand you are viewing and editing across Styles, Library, Content, Rules, and Projects, so confirm you are on the intended brand before you make changes.

<Callout type="warn">
The brand you have selected is the one your edits apply to. Because a brand is inherited by every project, a change made to the wrong brand can reach connected apps you did not intend. Check the active brand in the switcher before editing.
</Callout>

## Next steps

<Cards>
  <Card title="Brand settings" href="/docs/brands/settings">Rename a brand, write the brief agents read alongside its rules, and delete a brand.</Card>
  <Card title="Importing styles" href="/docs/styles/importing-styles">Replace the default theme with your own tokens.</Card>
</Cards>