Your brand — the lens ScoutRival looks through.
Four tabs, one setup chain, and a straight line from what you fill in here to what lands in your brief. Services is the field that decides everything — start there.
Your brand is the lens ScoutRival looks through. Everything downstream — the competitors we watch, the keywords we chase, the posts we draft, the words we refuse to use — is built from what lives on these four tabs. Twenty minutes here changes every piece of output you get from then on.
The four tabs
Open Brand in the sidebar and you land on Profile. Four tabs run across the top:
- Profile — name, website, industry, About, your products & services, who buys from you, where you sit on price, and your primary goal. Details →
- Identity — logo, three brand colours, heading and body fonts. Details →
- Voice — the writing samples we learn from, the fingerprint we extract, and the words you ban or prefer. Details →
- Competitors — who you're up against, and what we watch on each of them. Details →
Above the tabs sits a strip of every brand you manage, with a switcher and an Add brand button. More on multiple brands →
The setup chain
The tabs aren't just tabs — they're a chain, and ScoutRival tracks how far along it you are:
profile → identity → voice → competitors → complete
Each tab's primary button is Save & Continue. It saves, advances your progress, and drops you on the next tab. The small circle next to each tab label fills in with a check once you've moved past it — that's the whole progress indicator.
Two things worth knowing about the chain:
- It never goes backwards. Re-saving the Profile tab when you're already at Voice won't knock you back a step.
- You can jump around. Clicking straight to Voice works fine. The chain is a recommended order, not a lock — with one exception, below.
AI competitor discovery stays locked until you've reached the Voice step. Until then, the Competitors tab shows a padlock and a link back to Voice. This is deliberate: discovery works off your industry, your About and your voice, and running it on an empty brand produces rivals that aren't yours. You can still add competitors by hand at any point.
What each tab feeds
This is the part worth understanding, because it explains why a thin brand produces thin output.
| Tab | What it changes downstream |
|---|---|
| Profile | Your services are the spine — every content idea has to map back to one or it gets dropped. Your industry resolves to an engine archetype that decides which keywords we hunt, which article shapes we use, and which safety rules apply to your copy. Your About, audience and pricing posture tell the writer who it's writing for. Your goal biases what we recommend. |
| Identity | Colours, fonts and logo are your brand kit. They're written into the image prompts behind Compose, Prompt Studio and BlogCraft thumbnails, and into the styling of an exported BlogCraft article. |
| Voice | The fingerprint is handed to the writer on every social post, every brief and every article. Your banned and preferred words are treated as hard rules that sit above the fingerprint. |
| Competitors | The rivals we scrape for signals, the set we compute keyword and topic gaps against, and the names in your AI share-of-voice comparison. No competitors means no rival activity, no gaps and no share-of-voice. |
Finishing setup
The last step in the chain is Save & Complete at the bottom of the Competitors tab. It does two things:
Marks your brand setup complete
All four tab icons light up, and the Daily Brief unlocks.
Kicks off your Brand Engine build
The engine reads your site, your services and your rivals, and works out what your market actually searches for. It runs in the background — you get a short progress screen and then land on your dashboard while it finishes. It takes a couple of minutes, and it costs nothing. More on the engine →
Where to spend your time
If you've only got ten minutes, spend them in this order:
1. Services. Nothing else comes close. An empty services list makes every piece of output generic and stops the engine topping itself up. Products & Services →
2. Voice samples. Paste three or four things you've actually written. The difference is not subtle.
3. Competitors with links on them. A rival with no social profiles and no blog URL gives us nothing to watch.
Colours and fonts matter for your images, not your words. Fix them when you've got a spare minute — they're not what's making your brief feel bland.