Add a Second Brand
What you'll learn
- How to create another brand inside your existing account.
- What a new brand starts with versus what's empty.
- The first things to wire up before the new brand can publish.
Adding a brand creates another logical partition inside your existing account's database. Because it lives in the account you already have, it doesn't trigger new billing or any infrastructure provisioning — it's instant. (If you're not sure whether you want a new brand or a whole new account, read Brand vs. Business first.)
Create the brand
- Go to Configuration ▸ Brands (
/studio/config/brands). - Click Create Brand.
- Walk the five-step wizard — Basics, Story, Visual, Palette, Review. The full field-by-field breakdown is in Your First Brand. The two required, permanent-ish basics:
- Brand Name — the display name.
- Brand Slug — the identifier and join key. It's permanent, so choose deliberately.
- Finish the wizard. The brand becomes selectable in the Brand Switcher and you land on its settings page.
What the new brand starts with
A new brand isn't a blank slate for everything. Some things are shared or seeded so you're not configuring from zero.
Shared across the account (not copied per brand):
- The status set. m18t uses one global, ordered status set for the whole account — it isn't duplicated per brand. Every brand draws from the same statuses; per-content-type display aliases are configured at the account level, not re-created for each brand.
Seeded into the new brand:
- AI prompts. A new brand gets its own copy of the default AI prompt configs, so you can tune wording for this brand's voice without touching another brand's prompts.
Empty / isolated — yours to fill:
- Content. The content table starts empty. Another brand's drafts never appear here.
- Channels & connections. The new brand knows nothing about your other brands' Facebook pages or CMS connections. You wire its own.
- Assets. The Assets Manager shows zero files. (The files physically share the account's storage bucket, but the app filters by brand, so this brand can't see another brand's media.)
- Content types beyond the platform defaults, news sources, cron jobs, whiteboards — all brand-scoped and start fresh.
Wire up its connections
Because channels and credentials are isolated, the new brand can't publish or use AI until you connect it.
- Go to Configuration ▸ Connections (
/studio/business/connections). The page has two tabs: Connections and Vault. - To reuse an existing AI key, add a connection for this brand that points at the same vault key. To give the brand its own, add a new key on the Vault tab.
- To publish to this brand's own social or CMS targets, add its channels and integrations.
See The Secret Vault for how keys are stored and resolved.
FAQ
Does each brand get its own copy of the statuses? No. The status set is one shared, account-wide vocabulary — it's not duplicated per brand. What is seeded per brand is the AI prompt library, so you can tune prompt wording brand by brand.
Can the new brand reuse my existing OpenAI key? Yes. On the Connections page, point the new brand's AI connection at the same key in the vault. Or give it its own key — either works.
Why can't the new brand see my other brand's images? Assets are brand-scoped at the application level. They share the account's storage bucket physically, but the app filters by brand, so one brand never sees another's media.
Will adding a brand cost me more? No new infrastructure or billing event fires when you create a brand — it's instant. The likely longer-term metering axis is brands per account, though, so this is the dimension that scales your plan over time. Pricing isn't finalized in beta; see Brand vs. Business.
I created a piece under the wrong brand — can I move it? There's no built-in move tool today. Plan the active brand before you create. (Worth confirming the Brand Switcher shows the right brand before drafting.)
What's next
- Agency Mode — best practices when you're running many client brands.
- Per-Brand Integrations — give each brand its own channels and CMS.
- The Secret Vault — how API keys are stored and shared.