Your brand profile is the single most important thing to set up in TrendSuite, because nearly every AI feature reads from it. To configure it, open Brand & Voice, fill in your niche, audience, tone archetype, content pillars, keywords, the trends you want to follow or avoid, and your never-say rules, then save. You can either complete it by hand or let the website analyzer pre-fill most fields from your existing site, then refine. The more specific you are, the more on-brand your ideas, plans, captions, and Studio designs will be.
Open Brand & Voice
From the main navigation, click Brand & Voice. This is where TrendSuite stores everything it knows about how your brand sounds and what it stands for. If you have more than one brand on your plan, use the brand switcher at the top to select the one you want to edit, or create a new brand profile before you start.
Take a minute to skim every section before filling anything in. Seeing the whole shape of the profile up front helps you keep your answers consistent, rather than describing yourself one way in "audience" and a different way in "tone."
Use the website analyzer to auto-fill (optional but faster)
If you already have a website, start here to save time. Paste your URL into the website analyzer field and run it. TrendSuite fetches your site and proposes draft values for your niche, audience, tone, and content pillars based on what it reads.
What the analyzer does
The analyzer reads your homepage and key pages, then suggests a starting point for each field. Treat its output as a first draft, not a final answer. It is very good at spotting your general category and recurring themes, but it cannot read your internal positioning or the nuances you carry in your head.
Review every suggested field
Before saving, read each auto-filled field and correct anything that feels generic or slightly off. The analyzer might call your audience "small business owners" when you really serve "solo wedding photographers in their first three years." Tightening these suggestions is where the real value is created.
Define your niche
Write a clear, specific description of what your brand is about. Avoid broad labels like "lifestyle" or "marketing." Instead, name the exact space you operate in, for example "sustainable home organization for renters" or "B2B SaaS onboarding for fintech teams."
A sharp niche helps the trend engine score relevance correctly and keeps generated ideas from drifting into adjacent topics that are not really yours.
Describe your audience
Describe who you are talking to as concretely as you can. Include their role or life stage, what they are trying to achieve, and the problems they run into. The clearer this is, the better TrendSuite can match tone, examples, and references to people who will actually respond to them.
If you serve more than one audience, lead with your primary one and mention secondary groups briefly. A focused primary audience produces sharper output than a vague "everyone" description.
Choose your tone archetype
Select the tone archetype that best matches how your brand speaks. Archetypes act as a shorthand for voice, covering things like formality, warmth, humor, and directness. Pick the one that feels most natural for your brand rather than the one you wish you were.
If your voice sits between two archetypes, choose the dominant one and lean on the keywords and never-say rules below to capture the finer details.
Add your content pillars
Content pillars are the three to six recurring themes you want to be known for. Examples might be "behind the scenes," "customer wins," "how-to education," and "industry commentary." TrendSuite uses these to balance your idea generation and content plans so you do not end up posting about the same thing every day.
Keep pillars distinct
Make each pillar clearly different from the others. Overlapping pillars cause repetitive suggestions. If two pillars feel like the same idea worded differently, merge them and add a new one.
Set your keywords and trend preferences
Add the keywords that signal a topic is relevant to your brand: product names, key concepts, recurring phrases, and the language your audience uses. These help the trend engine and idea generator stay anchored to your world.
Then set the trends to care about and trends to avoid. Use the first to tell TrendSuite which topics to surface aggressively, and the second to suppress themes that are off-brand, oversaturated for you, or simply not a fit. This directly shapes what appears in your Trends feed and how relevance scoring weights each trend for your brand.
Write your never-say rules
The never-say rules are your guardrails. List words, phrases, claims, and topics the AI should never produce. Common entries include competitor names you would rather not mention, hype language you avoid, sensitive claims, banned slang, or formatting you dislike such as excessive emoji.
These rules are applied across generated captions, ideas, and plans, so a few well-chosen entries here will quietly clean up most output. Be specific: "no exclamation points in headlines" is more actionable than "sound professional."
Save and test your profile
Click Save to apply everything. Then put the profile to work right away by generating a few ideas or a short content plan. Reading real output is the fastest way to find gaps.
Refine based on what you see
If a draft sounds slightly off, trace it back to a field. Too formal? Adjust the tone archetype. Drifting off topic? Tighten the niche and keywords. A phrase you hate keeps appearing? Add it to never-say rules. Your brand profile is meant to evolve, so revisit it whenever your positioning shifts or you launch a new offer.
A few minutes of careful setup here pays off across every other surface in TrendSuite, from the Ideas board to Content Plans to the captions you finalize in Studio. Treat the brand profile as living documentation of your voice, and keep it current as your brand grows.