# Brand kit for ads: what each field does to your AI ads > A brand kit for ads, field by field: which fields steer the pictures, which steer the copy, good and vague examples, and what to fix after a website import. Published 2026-10-09 · eroq.ai — canonical: https://eroq.ai/blog/brand-kit-for-ai-ads A [brand kit](/glossary/brand-kit) sounds like a PDF of logos nobody opens. In the eroq [Ads Studio](/studio/ads) it is the working brief behind every ad: Clap, eroq's agent, reads it before writing a single headline, and part of it is pasted into every picture prompt. Fill it well once and every batch starts from the right brief. Fill it vaguely and you fix 24 ads by hand. Here is where each field goes, then each field with a good and a vague version. ## Where each brand kit field goes | Field | Pasted into every prompt | Read by Clap | Used in the studio | |---|---|---|---| | Aesthetics | Yes, word for word | Yes | | | Palette | Yes, as color names | No | Preview buttons and backdrop | | Fonts | Statics with the headline on | No | Preview headline style | | Selling points | No | Yes | Preview post text | | Tone of voice | No | Yes | | | Audience | No | Yes | | | Description | No | Yes | | | Tagline | No | Yes | Preview headline | | Name and website | No | Yes | Brand card, Fill from site | | Logo | No | No | The brand's mark | | Socials | No | No | Links on the brand page | "Read by Clap" means Clap reads the field when it plans a batch of statics (each ad's selling angle, headline, primary text, call to action and scene) and when it writes the spoken lines of a video ad. The [Multiplier](/blog/ad-multiplier-one-winning-ad-into-12-variants) reads a shorter list: name, description, audience and aesthetics. ## The fields that steer the pictures ### Aesthetics The most powerful field in the kit. Every static and video ad prompt carries it, as written, after the words "Brand look:", and Clap writes each scene to match it. Write it in English, in words a photographer can light. - **Good:** "Clean, warm daylight, cream and sand backgrounds, soft shadows, linen and travertine surfaces, close crops, no clutter." - **Vague:** "Modern, premium, high quality." "Premium" is a feeling. "Travertine, soft shadows, close crops" is a picture. ### Palette Up to six colors. Engines read color names, not hex codes, so the studio translates each color to the nearest named one (#1b2a4a becomes "navy") and adds the first four distinct names to the prompt: "brand palette of navy, cream and gold". So: - **Order matters.** Only the first four names travel. Lead with the color you want most in the pictures. - **Near-duplicates collapse.** Three blues that all round to "navy" count once. - **Interface colors sneak in.** A sale-badge red or a link blue is not your brand. Delete them. Good: navy, cream, gold (the bottle, the backdrop, the cap). Vague: six greys from your website's stylesheet. ### Fonts Fonts only ride statics, and only when "Headline on the ad" is on. Video prompts never get them: a video engine would only smear letters. No engine loads your font file; it reads the name as a style cue, so describe the type next to its name, especially a custom font no engine has seen. - **Good:** "Playfair Display (high-contrast serif) for headlines, Inter (clean sans) for the button." - **Vague:** "Our brand font." More in [legible text in AI images](/blog/ai-text-in-images-guide). ## The fields that steer the copy Clap writes under two rules. It uses only facts from the kit and the product, so it never invents a price, a discount, a statistic or a claim. And it only writes an Offer ad when your selling points state an offer. ### Selling points The engine of your copy and of the [selling angles](/glossary/selling-angle) each ad is built on. Write concrete reasons to buy, separated by "·". - **Good:** "Free shipping on every order · 30-day returns · 15% vitamin C with ferulic acid · Refillable glass bottle." - **Vague:** "High quality. Customers love it." A review count, an award or a press quote for your Social proof ads has to be here, and true: Clap will not make one up. Lead with your strongest point; the live preview shows the first one as the post's text. More in [selling angles to test](/blog/selling-angles-to-test). ### Tone of voice Three to five words, plus one thing the brand never does. - **Good:** "Warm, witty, plain-spoken. No jargon, no exclamation marks." - **Vague:** "Friendly." ### Audience One sentence: who, and the moment they need you. Clap reads it for both the copy and the scenes. - **Good:** "Runners training for a first marathon who want one shoe for long runs and race day." - **Vague:** "Everyone who likes sport." ### Description, tagline and name The description is two or three sentences: what you sell, to whom, and what makes it different. The tagline is your line as you write it. Clap reads both, but neither is printed automatically: every static gets its own headline, written for its angle. - **Good description:** "Lumen makes one vitamin C serum for combination skin, sold direct in refillable glass." - **Vague description:** "A skincare brand with great products." Type the name exactly as you write it, capitals and accents included: it goes into the copy. ## The fields that stay in the studio **Logo.** Your mark across the Ads Studio and in the live preview. It is not drawn into the ads: static prompts ask for no logos in the scene, because an engine draws its own version of a mark. Feed ads already show your page name and profile picture; if you want the logo on the picture too, place the real file in your editor. **Socials.** Shown on the brand page as links. Clap does not read them. ## What the website import reads, and what to fix after it Paste your address and Clap fills the kit in about a minute, at no cost, and saves nothing until you review it ([the full flow](/blog/ai-ad-generator-website-to-ads)). It reads: - **One page,** the address you paste, plus up to two stylesheets from your own domain. - **Your catalogue:** the store's product feed on Shopify or WooCommerce, else product data marked up on the page, else up to four linked product pages. It offers up to eight products; you keep the ones you want. - **Logo candidates:** the logo in your structured data, images named "logo", then your icons. White and footer versions rank lower: they vanish on a light tile. - **Colors:** your declared theme color, color variables named brand, primary or accent, then your most used colors. Clap keeps up to five. - **Fonts and socials:** the Google Fonts you load, then your own font files (system fonts such as Arial are skipped), and one profile link per network. - **Words:** your title, headings and page text, from which Clap writes the prose fields. In English, because the engines are prompted in English; you still pick the copy's language for each batch. Then fix, in this order: 1. **Aesthetics.** The import describes your website, and web words ("minimal layout, white space") are not photo words. Rewrite with light, surfaces and framing. 2. **Selling points.** Only what that page states. If your best offer lives in a banner elsewhere, add it, or you get no Offer ads. 3. **Palette.** Remove interface colors, then reorder. 4. **Fonts.** When it finds none it can name, the import may suggest a pair. Check it is yours. 5. **Tagline and audience.** When the site says nothing, Clap writes the most likely answer. Replace guesses with your words. 6. **Products.** Each arrives with the main picture your store gives it, often a lifestyle shot. Swap in a clean packshot ([here is why](/blog/keep-your-product-exact-in-ai-ads)). On an existing brand, "Fill from site" on the Brand kit tab refills the fields the site answers and keeps the rest. It replaces your edits to those fields in the form, so read the result before you save. ## Use the live preview as a checklist Beside the form, the live preview dresses three ads in your kit as you type: a feed post with a "Shop now" button in your first color, a story, and a product card on your second color. Nothing renders and nothing is billed. Use it to catch a logo that disappears on a light tile, a weak button color, or a first selling point too long for two lines. It never loads your font; it only guesses serif or sans from the name. ## Save, then plan Ads read the kit when they are planned, so the ones already made keep the old version. Fix the kit, save it, then [plan your batch of static ads](/blog/static-ads-in-batches). ## FAQ ### Does the brand kit put my logo on the ads? No. The logo marks the brand inside the studio and in the live preview, but static ad prompts ask for no logos in the scene, because an engine draws its own version of a mark. Add the real logo file in an editor if you want it on the picture. ### Which brand kit fields change the pictures? Aesthetics and palette are added to every image and video ad prompt, the palette as up to four color names. Fonts are added to static ads when "Headline on the ad" is on. The other fields shape the pictures through the scenes Clap writes from the kit. ### What language should a brand kit be in? English for aesthetics and product descriptions: they go into the prompts as written, and the engines are prompted in English. The website import writes the whole kit in English. The ad copy comes in the language you pick for each batch, from 14 languages. ### Does editing the brand kit change ads I already made? No. An ad reads the kit as it is saved when the ad is planned. Edit the kit, save it, then plan a new batch. ### Is the website import free? Yes. Reading your site and writing the kit cost no credits, and nothing is saved until you review the draft and create the brand. Each account holds up to 20 brands.