What Is Brand Mind?

Brand Mind is the part of Krumzi that learns your brand so the AI doesn't have to be told every time. Once it's built, every design the AI makes starts from your palette, your fonts, your voice, and your rules, without you repeating any of it in the prompt.

Why it matters

Most AI design tools produce something generic and leave you to fix it. That's fine for a one-off, but if you post every week, "fix it every time" is the whole job. Brand Mind flips that. The AI is briefed on you before you type a word, so a prompt as short as "a tip about hydration" comes back looking and sounding like your brand.

It's available on every plan, including Starter and the trial. If Krumzi has one feature worth ten minutes of setup, it's this one.

What Brand Mind knows

Brand Mind holds a structured design system for your brand:

• Aesthetic direction. A short description of your look and the keywords that define it.

• Color system. Background, surface, text, primary, secondary, and accent roles with exact hex values, plus how much of each to use.

• Typography. A heading and body pairing and how they're used.

• Shape and space. Corner radius, borders, spacing rhythm, density (airy, balanced, or dense), and whether designs run full-bleed or framed.

• Imagery. Photo vs. illustration, the style of generated art, and how to treat images.

• Layout and motion habits.

• Rules. Do's and don'ts the AI follows and checks itself against.

• Custom instructions. Anything you always want kept in mind, in your own words. "Never use stock photos of people." "Always end with our URL." "Keep copy under 12 words."

Some of those are numeric tokens (type sizes, spacing, radius) that the AI snaps to at design time when it's close, so results feel consistent without being rigid.

Where it shows up

• Every AI design turn. Brand Mind is injected into the AI's brief automatically for images, carousels, documents, and video, whatever plan you're on. You don't toggle it.

• Self-critique. When the AI reviews its own work, it judges "is this on brand?" against the same Brand Mind, and its fixes come with a brand rationale.

• Post Ideas. Post ideas and content pillars are generated from Brand Mind, so they fit your audience and goals.

Brand Mind vs. Brand Kit

They're different things that work together:

• Brand Kit is your asset library: exact colors with shade scales, fonts, and logo files. It's Pro and Ultra, and it's toggled per turn in the AI Designer.

• Brand Mind is understanding: direction, voice, rules, and instructions. It's on every plan and it's always applied.

Building Brand Mind also writes your colors, fonts, and logos into your Brand Kit, so you don't set the same thing up twice.

How it's built

Not a form. Brand Mind is built through a short, tappable interview: Krumzi reads your website if you have one, proposes palettes, proposes font pairings, asks a couple of style questions, and asks for custom instructions. You tap your choices and watch a live Brand Board update. Then you upload your logos and it generates your first design. See "Set Up Brand Mind".

Later, you can chat with Brand Mind to update it ("we're rebranding next month", "our audience has changed"), edit custom instructions directly on the board, or rebuild it from scratch. See "Edit and Retake Brand Mind".

Where to find it

Click Brand Mind in the sidebar, or press G then B. If you manage more than one brand, each has its own Brand Mind.