How to update your Brand Settings

Brand Settings are not a one-time setup. They should reflect your brand as it is right now — and brands change. Audience focus shifts, tone evolves, new topics emerge, products launch. If your Brand Settings haven't been updated since you first connected your account, your campaign suggestions are being generated from an outdated picture of your brand.

Changes take effect immediately. The next campaign or suggestion Sam generates will use your updated settings.

After a rebrand If your brand name, visual identity, tone of voice, or positioning has changed, update Brand Settings before generating your next campaign. Outdated tone and description fields will produce suggestions that sound like your old brand, not your current one.
​

When your target audience has shifted If you're now speaking to a different type of customer — a different industry, seniority level, life stage, or pain point — update your Audience Cluster Description and Audience Positioning. These fields directly shape who Sam writes for.
​

When you launch a new product or service Update your Description and Primary Topic to reflect what you're now offering. If the new product or service represents a significant shift in your content territory, your Keywords and Signature Theme may also need updating.
​

When your suggestions start feeling off-brand If your campaign briefs have gradually started feeling generic, less relevant, or not quite right, it's often a signal that Brand Settings have drifted out of sync with how your brand actually communicates now. Read through every field and rewrite anything that no longer feels accurate.
​

At least once a quarter Even if nothing significant has changed, it's worth reading through Brand Settings every three months and asking honestly: does this still sound like us? Does it describe who we're actually talking to? Is the Signature Theme still the idea at the heart of our content?

Regenerate your campaigns Brand Settings changes don't automatically update campaigns that have already been generated. If you've made significant changes — particularly to Description, Tone & Emotion, Audience, or Brand Voice — delete your existing campaigns and regenerate them. The new output will be materially different.
​

Review your Next Suggestions Next Suggestions will update automatically as new data comes in. After a significant Brand Settings update, check your Next Suggestions to see whether they're now reflecting the updated brand direction.

​Give it a campaign cycle The full impact of Brand Settings changes shows up over a campaign cycle rather than immediately. Generate one campaign with your updated settings, work through the posts, and use the results to refine further if needed.

Writing it once and never revisiting it Brand Settings written at sign-up are often auto-populated from your website — which is a starting point, not a finished profile. If you've never manually reviewed and rewritten your Brand Settings, do it now. The improvement in campaign quality will be immediate.

​Writing it to sound impressive rather than accurate Brand Settings should describe how your brand actually communicates, not how you'd ideally like it to come across. Sam generates content that matches what's written — accurate descriptions produce on-brand output, aspirational ones produce output that sounds slightly off.

​Using AI to write it If any part of your Brand Settings was generated by a tool like ChatGPT, rewrite it in your own words. AI-written brand descriptions are polished, professional, and interchangeable with any other brand in your category. Sam reads that and produces output that matches it — which means generic suggestions. See the related article for a full explanation of why this happens.

Do I need to reconnect my Instagram account when I update Brand Settings? No. Brand Settings and your social media connection are separate. Updating Brand Settings has no effect on your connection.

​Will updating Brand Settings change my historical data? No. Your Growth Tracking history, Clue Score history, and post performance data are not affected by Brand Settings changes. Only future campaign output changes.

​I updated Brand Settings but my suggestions still feel wrong — what do I do? Check that you saved the changes. Then delete your current campaign and regenerate it — existing campaigns don't update automatically. If the output still doesn't feel right after regenerating, read through the article on why your first campaign might feel generic for a detailed diagnostic.

​Can different brands on my account have different Brand Settings? Yes. Brand Settings are scoped to each brand individually. Switch to the brand you want to update before making changes.