# Set up your store and Brand DNA

Canonical URL: https://support.optiqube.ai/en/articles/set-up-your-store-and-brand-dna

In OptiQube every store is its own workspace. Your campaigns, creatives and product sources all belong to the store you pick in the top-left corner. For each store, OptiQube reads your website and builds a **Brand DNA**: your colours, fonts, style and tone. Every creative starts from it.

## What to do

1. Click the store name in the top-left corner. The **Your stores** list opens.
2. Pick your store. If it is not in the list yet, click **+ Add domain** and type your website's address.
3. In the same menu, click **Brand DNA**.
4. Check what OptiQube read from your site and correct anything that is off.

![The Brand DNA page with colours, fonts and style](/images/getting-started/brand-dna.webp)

## What is in your Brand DNA

| Section | What it holds |
|---|---|
| **Logo and brand name** | Click **Upload logo** if your logo is missing. You can add a second logo too. Creatives get your logo automatically. |
| **Colours** | Main, Highlight, Background and Body text colours. Click **Add** for more. |
| **Font** | The fonts used for headlines and body text. |
| **Style** | A few words that describe your look, such as "Bold and modern". |
| **About, Tagline, Values** | What your brand stands for. |
| **You sell to, What you sell** | Your audience and product range. This decides which styles the Inspiration library shows you first. |
| **Language and Tone** | The language of your ad copy and how it should sound. |
| **Never say, No headlines, Always avoid** | Words, headline types and visual choices that creatives must never use. |

> **Tip:** An edited value always wins over what OptiQube read from your site, and every new creative uses it. Fill in **Never say** and **Always avoid** early: for example "cheap" or "Invented discounts".

> **Note:** Changed your website? Click **Re-scan** at the top of the page to read it again. The date next to it shows when OptiQube last read your site.

> **Done when:** the right store is selected and its Brand DNA matches your brand.