Brands

A Brand is how you keep more than one brand apart inside a single Paminga instance.

Plenty of companies market several brands: a holding company with distinct operating companies, a product line that was acquired and kept its name, a consumer brand and a B2B brand that share a marketing team. Each has its own website, its own look, its own way of talking, and often its own customers. A Brand gives all of that a single home, so the things that should differ per brand — Brand Kits, ICPs, and brand voice — can, while everything else in your account stays shared.

You Probably Don't Need One

Every account has one Brand from the start — created with your account and named after it — and most accounts never need another.

If you market one brand, Paminga works exactly as it always has. With a single Brand there is nothing to choose anywhere: your ICPs belong to it, your Workspaces are attached to it, and Brand Kits and brand voice work as before. Brand Kits, Workspaces, and brand voice can also belong to no Brand at all; ICPs are the one thing that always belongs to exactly one.

Create a Brand when you find yourself wanting two of something Paminga otherwise gives you one of — two brand voices, two sets of ICPs, a Brand Kit that should never be offered to the other brand's team. That's the signal.

Creating a Brand

Go to Settings › Account › Brands and click Create Brand. Brands, Brand Voice, and ICPs share that page as tabs, so what you market as, how it sounds, and who you sell to are in one place.

• Name — how the Brand appears in every picker across Paminga. Use the name your team uses.
• Description — optional. A sentence on what the Brand is helps whoever comes after you.
• Website URL — the Brand's own site. This does more than label the Brand: it's the site Brand Voice Discovery crawls by default when you run it for this Brand.
• Default Brand Kit — optional. The Brand Kit a Workspace on this Brand uses when it hasn't chosen its own.
• Archived — off for a Brand you're using. See Archiving vs. Deleting.

Each Brand you've created appears as a card. Expand it to see which Workspaces are attached.

What Belongs to a Brand

A Brand doesn't contain your assets. Your emails, forms, landing pages, and CTAs still live in folders inside Workspaces, exactly as before. What a Brand does is attach the brand-level things — the Workspace itself, Brand Kits, ICPs, and a voice — so Paminga knows which brand an asset is being built for.

Workspaces

A Workspace can be attached to one Brand. Open the Workspace's settings from the Finder and choose the Brand in the Brand picker. Leave it empty and the Workspace belongs to no Brand, which is exactly how every Workspace behaves today.

This is the attachment that matters most. When an AI agent builds an asset, Paminga looks at the folder it's being created in, walks up to the Workspace, and reads the Workspace's Brand to decide whose voice to write in.

You attach a Workspace to a Brand from the Workspace, not from the Brand. The Brands page shows the result but doesn't edit it.

Brand Kits

A Brand Kit can belong to a Brand. Pick one when you create the kit, or change it later in the kit's Settings. My Brand Kits shows a Brand column and a Brand filter so a multi-brand account can find the right kit without reading every name.

A Brand can also name a Default Brand Kit — the kit a Workspace on that Brand uses when it hasn't chosen its own. A Brand Kit with no Brand keeps working everywhere it already does.

ICPs

Every ICP belongs to exactly one Brand, chosen when it's created. With more than one Brand, the ICPs tab of Settings › Account › Brands shows one Brand's ICPs at a time, picked with the selector at the top — the same way the Brand Voice tab works. See ICPs and Brands for the details, including why an ICP never moves between Brands.

Accounts hold one ICP per Brand, so the same company can be one ICP for one of your brands and a different ICP for the next. When you classify an Account for a Brand, by hand or with the ICP Classification Agent, the choices are that Brand's ICPs.

Brand Voice

Your account has one Instance Default brand voice. A Brand can have its own. On the Brand Voice tab of Settings › Account › Brands, choose the Brand under Editing Brand Voice For and click Customize This Brand. Assets created in that Brand's Workspaces are then written in that voice; assets created anywhere else keep using the Instance Default.

The full mechanics — what a new Brand voice starts with, how Paminga picks a voice for an asset, and how to revert — are on the Brand Voice Agent page.

Archiving vs. Deleting

These do different things, and the difference is the point.

Archive a Brand you've stopped marketing but might want back, or whose history you want to keep intact. An archived Brand stays attached to everything it was attached to — its Workspaces, Brand Kits, ICPs, and voice are all untouched — but it no longer appears in the Brands list or in pickers, so nobody attaches anything new to it. Turn on Show Archived on the Brands page to see it again, and switch Archived off to bring it back.

Delete a Brand you never should have created. Deleting detaches everything: Workspaces and Brand Kits attached to it go back to belonging to no Brand, and none of them is deleted along with it. The Brand's ICP assignments do go: every Account loses its ICP for that Brand, while its ICPs for your other Brands stay. Three guards apply. A Brand that still has ICPs can't be deleted until you delete them, one at a time, since each removal unclassifies the Accounts on it. A Brand that has its own brand voice can't be deleted until you revert that voice to the Instance Default. And your last active Brand can't be deleted or archived at all — every account keeps at least one. All three are deliberate: ICPs and a voice are real work, and deleting a Brand shouldn't be the way you find out they're gone.

When in doubt, archive.