What This Update Actually Is
HubSpot shipped a redesigned Brand settings experience on June 15, 2026. Every account sees it automatically. Nothing broke, nothing migrated. It just looks and works better.
The old Brand area was a long page with colors, fonts, voice guidelines, and company data all stacked together. Scrolling to find one field took longer than it should. The new layout splits everything into three focused sections.
Here's what each section holds:
- Brand Kit: your colors, fonts, logos, and visual identity assets.
- Brand Voice: your writing samples, tone guidelines, and style rules.
- Brand Knowledge: a new section covering your products, competitors, and ideal customer profile (ICP) data. This is the company context HubSpot's AI pulls from when generating content.
Brand Knowledge is the genuinely new piece. The other two sections existed before. They're just better organized now.
Why HubSpot Shipped This
The external problem is simple: brand settings were hard to navigate. A long, undifferentiated page meant humans either couldn't find what they needed or skipped Brand setup entirely.
The internal frustration runs deeper. AI tools inside HubSpot, including Breeze, are only as good as the context they're given. If your Brand data is incomplete or buried, the AI generates generic content that sounds like it could belong to any company.
HubSpot is also positioning for AEO (Answer Engine Optimization). AI search tools pull structured company context to build answers. Brand Knowledge gives HubSpot a place to store that context cleanly so AI features across the platform can use it consistently.
Cleaner settings equal better AI output. That's the real reason this shipped.
How to Use It Step by Step
- Go to Settings in your HubSpot portal.
- Under Account Settings, find and click Brand. You'll see the new three-section layout automatically.
- Open Brand Kit first. Confirm your primary color, secondary colors, fonts, and logo are uploaded and correct.
- Open Brand Voice next. Add or review writing samples. These are real examples of how your brand sounds, not a list of adjectives. Three to five short samples is enough to start.
- Open Brand Knowledge. This is where you'll spend the most time on a first pass. Fill in your products or services, name your top competitors, and describe your ICP as specifically as you can.
- Save each section. Then run a quick AI content generation test anywhere in your portal to confirm the output reflects your updated Brand Knowledge.
The whole audit takes 20 to 30 minutes for a portal that hasn't touched Brand settings in a while. It's worth every minute.
What It Touches in Your HubSpot Strategy
This update touches more of your portal than it appears to. Brand Knowledge isn't isolated. It feeds AI features across multiple hubs.
In Marketing Hub, Breeze uses Brand Knowledge when writing emails, landing page copy, and ad content. Specific product names and competitive context help the AI write more targeted copy instead of generic filler.
In Content Hub, the ICP data inside Brand Knowledge shapes how AI suggests blog topics and structures content for your audience. A well-defined ICP means the AI isn't guessing who it's writing for.
In Sales Hub and Service Hub, AI-assisted sequences, email drafts, and chatbot responses also draw on brand context. The more complete your Brand Knowledge, the more on-brand those AI drafts are.
Key Takeaway
Brand Knowledge is a central data source for Breeze AI across all hubs. Leaving it incomplete doesn't just affect one tool. It degrades AI output everywhere in your portal.
There's also a strategic layer here for AEO. As AI search engines get better at pulling structured answers, your HubSpot Brand Knowledge becomes part of your answer engine footprint. Think of it as a structured briefing document your AI reads before it writes anything.
If you want the full picture of what Breeze can do with well-structured context, read our breakdown of what HubSpot's Breeze Assistant can actually do. Brand Knowledge is what makes those capabilities sharp instead of sloppy.
Key Takeaway
Humans who treat Brand Knowledge as a living document, not a one-time setup, will get consistently better AI output over time. Review it every quarter as your products, competitors, and ICP evolve.
Who Should Care Most
This update matters most to three groups.
- Marketing ops leaders and content managers: you're responsible for making sure AI content doesn't embarrass the brand. Complete Brand Knowledge is your first line of defense.
- HubSpot admins and RevOps professionals: Brand settings affect every hub. A quick Brand Knowledge audit belongs in your portal health checklist alongside property cleanup and workflow reviews.
- Growing companies using HubSpot AI tools for the first time: if you've never touched Brand settings, this redesign makes first-time setup far less intimidating. Start here before you touch any AI content tool.
If your portal is on any tier, including Free, this is available to you. There's no excuse to leave it blank.
George's Take
I've audited a lot of HubSpot portals. The Brand settings area is one of the most consistently ignored sections I see. Humans set it up once at onboarding, or skip it entirely, and then wonder why the AI-generated copy sounds like it came from a competitor. Brand Knowledge changes the stakes. It's not just a settings page anymore. It's the briefing document that makes or breaks your AI output across every hub. If you do one thing this week in your portal, spend 20 minutes in Brand Knowledge and make sure it actually reflects who you are, what you sell, and who you serve.
“Brand Knowledge isn't a settings page. It's the briefing document your AI reads before it writes anything with your name on it. Leave it blank and you're handing a blank brief to the most powerful content tool in your portal.”
Brand Knowledge is also a natural complement to the prompt frameworks we cover in our AI Content System session on prompting. Better context in Brand Knowledge means your prompts need to do less heavy lifting.
Ready to Get Your Portal Working the Way It Should?
Brand Knowledge is a great start. But it's one piece of a healthy HubSpot portal. If you want to make sure your AI tools, workflows, and data are all set up to help your business flourish, our team can do a full portal audit and show you exactly what to fix, in what order.
And while you're in settings mode, don't miss the HubSpot new theme update that takes effect August 31, 2026. A fresh Brand Knowledge plus the new visual theme is a strong foundation heading into the second half of the year.
Book a strategy call with the Sidekick Strategies team and let's look at your portal together. You'll leave with a clear action plan, not a list of things to worry about.
Frequently Asked Questions
What is Brand Knowledge in HubSpot?
Brand Knowledge is a new section inside HubSpot's redesigned Brand settings. It stores your company's products, competitors, and ideal customer profile data. HubSpot's AI tools, including Breeze, pull from this section when generating content across Marketing Hub, Content Hub, Sales Hub, and Service Hub.
Do I need to do anything to get the new HubSpot Brand settings layout?
No. HubSpot automatically updated the Brand settings interface for all accounts on June 15, 2026. You don't need to migrate data or change anything. Open Settings, go to Brand, and you'll see the new three-section layout: Brand Kit, Brand Voice, and Brand Knowledge.
Which HubSpot hubs and tiers does the Brand settings redesign apply to?
The redesigned Brand settings experience is available for all hubs and all tiers, including Free. Every HubSpot portal has access to Brand Kit, Brand Voice, and Brand Knowledge regardless of their subscription level.
How does Brand Knowledge affect HubSpot AI content generation?
Brand Knowledge feeds structured company context to Breeze AI and other HubSpot AI tools. When you add your products, competitors, and ICP data, the AI uses that information to write more specific, on-brand content. Leaving Brand Knowledge incomplete results in generic AI output that doesn't reflect your business.
What's the difference between Brand Voice and Brand Knowledge in HubSpot?
Brand Voice holds writing samples and tone guidelines that teach the AI how your brand sounds. Brand Knowledge holds factual company context like your products, competitors, and ideal customer profile. Both sections feed AI tools, but Brand Knowledge is the newer addition focused on what your company does and who it serves.
How often should I update HubSpot Brand Knowledge?
Review Brand Knowledge at least once per quarter. Update it whenever you launch a new product, shift your target market, add a significant competitor, or refine your ICP. Since AI tools across all hubs draw from this data, keeping it current directly improves the quality of every AI-assisted content output in your portal.
