# Brand DNA

Canonical URL: https://support.optiqube.ai/en/articles/brand-dna

Your **Brand DNA** is what every creative starts from: your logo, colours, fonts, style, audience and tone. OptiQube reads it from your website when you add a store, and you can correct anything. An edited value always wins over the scan, and every new creative uses it.

## Open your Brand DNA

Any of these takes you there:

- Click the store name in the top-left corner → **Brand DNA**.
- **Connections** → **Open Brand DNA**.
- **Change** on the store bar at the top of the Inspiration library.

![The Brand DNA page](/images/getting-started/brand-dna.webp)

## What to check

**Logo.** If OptiQube could not find your logo, upload it with **Upload logo**. Styles that place your logo on the creative skip it when there is none, and *Ideas to try* reminds you with *We couldn't find your logo*. Once uploaded, every round from then on carries it. You can also add a second logo.

**Colours and fonts.** Main, Highlight, Background and Body text colours, plus the fonts for headlines and body text. Click **Add** to add more colours.

**Style.** A few words describing your look, such as *Bold and modern* or *Clean, sharp lines*.

**About, Tagline and Values.** What your brand stands for, in your own words.

**You sell to and What you sell.** Your audience and product range. **What you sell** also decides which styles the **For you** tab of the Inspiration library shows first.

**Language and Tone.** The language of your ad copy, and how it should sound.

**Never say, No headlines and Always avoid.** Your guardrails:

| Field | Example |
|---|---|
| **Never say** | *cheap*, *discounted* |
| **No headlines** | *All-caps shouting*, *Fake urgency* |
| **Always avoid** | *Invented discounts*, *Text over the product* |

## Edit your Brand DNA

Click any value to change it.

**Colours.** Click a colour to open the picker. It shows what the colour is used for (for example *Main: headlines, panels, chrome*). Pick a shade or type a hex code, then click **Save**. **Remove** deletes the colour.

![Editing a brand colour](/images/creating-creatives/brand-dna-colour.webp)

**Fonts.** Click a font to open a searchable list of font families, each previewed with your brand name. Pick one, or click **Upload font** to use your own.

![Choosing a font](/images/creating-creatives/brand-dna-font.webp)

**Tags** (Style, Values, Tone, Never say, No headlines, Always avoid). Click **+** to add one, type it and confirm with the tick. Click **×** on a tag to remove it.

![Adding a tag](/images/creating-creatives/brand-dna-tags.webp)

## Keep it up to date

Changed your website, logo or colours? Click **Re-scan** at the top of the page. The date next to it shows when OptiQube last read your site.

> **Note:** Every new creative uses your Brand DNA as it is at that moment, so a change shows up in the next round you start.