Creating and Setting Up a Brand

A brand is a workspace for one business or client. Everything you make in Orsa belongs to a brand: designs, ideas, files, reports and Orsa AI chats. If you manage social media for three businesses, you’d have three brands.

Each brand also holds what Orsa knows about the business: its description, audience, colors, fonts, content themes and rules. Orsa AI and the other AI tools read this setup when they create something for you, so a well-filled brand gets better results.

This guide covers:

• Your first brand and creating another one
• Switching between brands
• The setup checklist and Complete Onboarding
• A map of every brand tab, with links to each tab’s guide

You’ll find all your brands on the Brands page.

Quick start (5 minutes)

1. Open your brand. Click the brand switcher at the top of the sidebar, then pick your brand. Or open Brands and click it.
2. On the Info tab, click Setup next to Quick Setup with Google Maps. Paste your business’s Google Maps link and pick your business. See Brand Info and Locations.
3. If your Google listing has a website, Orsa reads it and prepares suggestions for the other tabs. See Set Up Your Brand from Your Website.
4. Work through the numbered tabs under Setup Progress at the top of the page. Add at least one thing to each, as listed in The setup checklist.
5. When the green Ready to Launch! banner appears, click Complete Onboarding.

Your first brand

You don’t need to create your first brand yourself. Orsa makes it when you sign up:

• Signed up with email: the brand gets the Brand name you typed on the signup form.
• Signed up with Google: the brand is named after your first name, like Maria’s Brand. You can rename it.

Every new brand starts with a 14-day trial. The badge on the Brands page shows Trial during that time. After the trial, the brand moves to the Free plan and the badge shows Free. On a paid plan it shows the plan’s name, like Solo or Teams. See Plans and Billing.

Create another brand

1. Open Brands.
2. Click New Brand. (If you have no brands at all, the button says Create Your First Brand.)
3. In Create New Brand, type a Brand Name, like Sunrise Bakery.
4. Click Create Brand, or press Enter.

The page reloads and opens the new brand’s Info tab, ready for setup. You’re the brand’s owner.

Good to know:

• The name must be different from your other brands’ names. Otherwise you’ll see “A brand with this name already exists”.
• The name must be 3–50 characters. The same rule applies when you rename it later.

Switch between brands

Most pages show one brand at a time. To change which one:

1. Click the brand switcher at the top of the sidebar. It shows your current brand’s logo and name.
2. Under Switch brand, click the brand you want.

You stay on the same kind of page. For example, if you’re on Create > Design for Brand A and switch to Brand B, you see Brand B’s designs. If Brand B is still in setup, you go to its Info tab instead, since the rest of the app is locked for it.

Click Manage all brands at the bottom of the switcher to open the Brands page. There, each brand shows its logo, description, plan badge and number of team members. See also Finding Your Way Around.

Rename a brand or change its logo

Only the brand’s owner can do these. Both are in the header at the top of any brand tab, next to the brand name. Your role (owner, admin or member) shows beside the name.

Rename the brand

1. Click the pencil icon next to the brand name.
2. Type the new name and click the save (tick) icon.

The page reloads with the new name. Names must be 3–50 characters.

Change the logo

1. Hover over the small logo next to the brand name and click it.
2. Pick an image file.

To remove the logo, click the small red bin icon on its corner. This is the brand logo shown in lists and the brand switcher. Logo versions for designs go in your Brand Kit and Visual Identity.

The setup checklist

A new brand starts in onboarding. While it’s in onboarding, every sidebar item except the brand’s Info is greyed out. Hovering over one in the collapsed sidebar says “Complete onboarding first”. This is expected. It makes sure Orsa knows enough about the brand before it starts creating content.

At the top of each brand tab you’ll see Setup Progress, a progress bar and a row of numbered tabs. A tab gets a tick when it’s done. Click any tab to open it.

To finish onboarding, add at least this much:

Example: a neighborhood bakery adds its Google Maps listing, an Instagram channel posting three times a week, an audience called “Local families”, its cream and navy colors, a photo of its storefront, a pillar “Behind the scenes” with the sub-pillar “Morning bake”, its grand reopening date on the Timeline, and the Playbook rule “Always mention we bake fresh every morning”.

Good to know:

• Info has three parts. The Info tick needs the description, a location, a channel and a schedule. The channel and schedule are on the Content Channels and Content Schedules sub-tabs. Missing parts show an orange ! there.
• Strategy, Products and Discover are optional. They appear in the numbered row but never get a tick, and they don’t count toward the counter. When you’re ready, it shows 7 of 7 completed.
• Memory, Subscription and Settings aren’t part of setup and don’t appear in the numbered row.
• Fill it in fast. Add a website-linked Google Maps location first. Orsa can then suggest most of the other tabs for you. See Set Up Your Brand from Your Website.

Complete Onboarding

Once everything in the checklist is done, a green banner appears at the top of the brand page: Ready to Launch! It says “You’ve completed all the required onboarding steps.”

1. Click Complete Onboarding.
2. You’ll see “Onboarding completed successfully!”. The numbered setup row is replaced by the normal brand tabs, and the whole sidebar is unlocked.

After launch, a small amber dot next to a tab name means that tab is now empty again (for example, you deleted your only audience). Your brand stays active. Fill the tab back in when you can, since the AI uses it.

Map of the brand tabs

Every brand has these tabs in the header at the top of the brand page. Only four also appear in the sidebar under Brand: Info, Assets, Timeline and Playbook. To reach the others, open one of those four and click the tab you want in the header.

Ideas for using brands

An agency or freelancer with several clients. Make one brand per client. Each keeps its own colors, rules and files, so nothing mixes.

Example: a freelance social media manager has Sunrise Bakery, Peak Physio and Harbor Books. Switching to Peak Physio shows only its designs, its blue palette and its “never promise a cure” Playbook rule.

One business with very different lines. If two parts of a business have a different look, voice or audience, give each its own brand.

Example: a restaurant group sets up Luna Trattoria and Luna Catering. The catering brand targets office managers and has its own pillars.

A team working together. Owners and admins can invite teammates from the brand’s Settings tab. See Inviting Your Team.

Tips for the best results

• Start with Google Maps if you have a listing. It fills in your location in seconds, and a linked website unlocks suggestions for most other tabs.
• Treat the checklist as a minimum. One audience and one pillar unlock the app, but the AI only knows what you tell it. A real description, a specific voice and a few pillars make a big difference.
• Give every pillar a sub-pillar. When the AI writes content, it only uses pillars that have at least one active sub-pillar.
• Write must-dos and never-dos in the Playbook. For example, “Always mention free delivery over $30”. These rules are applied when content is created, for the content types each rule is ticked for.
• Pick a short brand name. It must be 3–50 characters.

Common questions

Why is most of the sidebar greyed out? Your brand is still in onboarding. Finish the setup checklist and click Complete Onboarding. If items are greyed out on a brand that’s already launched, check that you’ve verified your email.

Strategy, Products and Discover have no tick. Is something missing? No. They’re optional and don’t count toward the counter. Click Complete Onboarding when the banner shows.

Info has no tick, but I’ve added a description and a location. The Info tick also needs a content channel and a content schedule. Open Info and look for an orange ! on Content Channels or Content Schedules.

I get “Onboarding requirements not met”. The brand is missing a description, a location, a content channel or a content schedule. Add whichever is missing on the Info tab and try again.

I can’t find the Audience, Kit or Pillars tab. They’re not in the sidebar. Open your brand’s Info tab and use the tabs in the header at the top of the page.

I don’t see Subscription or Settings. Those tabs are only shown to the brand’s owners and admins.

I can’t rename the brand or change its logo. Only the brand’s owner can. Ask the owner, or check your role next to the brand name.

I get “Brand name must be between 3 and 50 characters”. Brand names, new or renamed, must be 3–50 characters long. Spaces at the start or end don’t count.

I get “A brand with this name already exists”. You already have a brand with that name (capital letters don’t count as different). Pick another name.

Where did my signup brand come from? Orsa creates your first brand when you sign up, using the brand name you entered, or Your-first-name’s Brand if you signed up with Google. Rename it any time.