What Is a Brand Kit? Meaning, Contents and an Example

A brand kit is a short, practical version of a brand guide. A full brand guide can run to many pages of rules and reasons. A brand kit keeps only what you need while you are making something: the logo you should use, the exact colours, the fonts, and a few lines on how the brand speaks.

Most design and video tools now let you store a brand kit inside the tool. When you open a template, your colours and fonts are one click away instead of something you copy from an old file. That is the whole point: fewer choices made from memory, and fewer posts that look slightly off.

A useful brand kit holds these parts:

• Logo: the main version, a version for dark backgrounds, and a small icon for profile pictures.
• Colours: your main colour, 1 or 2 accent colours and a neutral, each written as an exact code (for example a hex code) so nobody guesses.
• Fonts: one font for headings and one for body text, with a fallback if the font is not available.
• Voice: 3 to 5 words that describe how you write, plus words you always use and words you avoid.
• Imagery: the kind of photos or illustrations you use, and examples of what to avoid.
• Key facts: your tagline, product names and the claims you are allowed to make.

The first 3 are what most editors call a brand kit. The last 3 are where many brands fall short, and they matter more once AI is writing copy or making images for you.

Take a small skincare brand selling online. Its brand kit could read like this:

• Logo: wordmark in dark green, white version for photos, round leaf icon for social profiles.
• Colours: dark green as the main colour, a soft peach accent, an off-white background.
• Fonts: a rounded sans serif for headings, a plain sans serif for body text.
• Voice: calm, clear, friendly. Says "gentle" and "daily". Never says "miracle" or promises results overnight.
• Imagery: natural light, real skin, products on plain surfaces. No heavy filters.
• Key facts: tagline, the names of the 4 products, and the ingredients each one uses.

With this written down, a freelancer making an ad, a teammate writing a caption and an AI tool making an image can all work from the same page. That is what a brand kit example should show: decisions, not just a mood board.

If you searched for a brand kit in a specific editor, the idea is the same in each one: a panel where you save your logo, colours and fonts so templates can use them. What changes is which plan includes it and how many kits you can keep.

Some examples from vendor pricing pages: Kapwing lists "Brand Kit and custom fonts" on its Pro plan at $16 per month. Pictory lists 1 brand kit on its Starter plan ($25 per month, billed annually) and 5 brand kits on its Professional plan ($35 per month, billed annually). Microsoft Clipchamp lists the brand kit tool among the premium features that come with a Microsoft 365 Personal or Family subscription. Check each vendor's pricing page before you buy, since plans change.

These editors are a good choice when your main job is laying out designs or editing video by hand. A brand kit there mostly stores visual assets for templates.

1. Collect what you already have: the logo files, any colour codes from your website, and the fonts on your site.
2. Cut it down. Pick one main colour and at most 2 accents. Pick 2 fonts. Delete old logo versions.
3. Write the voice section: 3 to 5 describing words, a short list of words to use and to avoid, and one sample paragraph.
4. Add your key facts: tagline, product names, prices you publish and claims you can prove.
5. Save it where you make things, and share it with everyone who makes content for you. Review it when your website or products change.

For a longer walk-through, see our guide on how to build a brand kit.

In Infinall AI the brand kit is called a Brand Brain. It is a saved profile of your brand: your logo, colours, fonts, voice, products, pricing, customers and competitors.

Instead of filling a form from scratch, you paste your website address. Infinall AI reads up to 20 pages, up to 2 levels deep from your homepage, then asks only about what it could not find. You fix anything that is wrong and confirm it. Every section can be edited by hand later, and screenshots you upload can be JPEG, PNG or WebP up to 10 MB. When your site changes, a refresh reads it again and lets you keep your current value or take the new one for each field.

To use it, pick your brand with the brand chip in Image, Video, Motion, Audio or Chat, and Infinall AI uses your logo, colours, voice and claims in that work, so you do not describe your brand in every prompt. Only brands with a confirmed version can be picked.

Brand Brain is on Free and Pro, and adding, editing and refreshing a brand use no credits. The tool you then use charges its normal price and shows it before you confirm. Free is 1,000 credits every month with no card. Adding or editing a brand needs an Editor role or higher in the workspace, and teammates in that workspace see the same brand.

• Too many colours. If everything is a brand colour, nothing is. Keep a main colour, 1 or 2 accents and a neutral.
• Colour names instead of codes. "Our green" means a different green to everyone. Write the exact code.
• No voice section. Visuals match but the captions sound like 3 different companies.
• Kit saved in one tool only. If the copywriter and the video editor use different tools, each needs the same kit.
• Never updated. Old product names and old prices keep showing up in new posts. Review the kit when the website changes.