How to write your brand summary
You will learn
What the brand summary is, what to put in it, and what to leave out so Customer Agent has the right context to represent your brand in every conversation.
Before you begin
You’ll need:
- An Owner, Admin, or Manager role
- A clear sense of what your brand sells, who you sell to, and what makes you distinctive
What the brand summary is
The brand summary is a short description of your business that Customer Agent uses as context in every response. It’s the first piece of information Customer Agent reads before answering a shopper, so it shapes the framing of every reply.
It’s also used for spam detection — a clear summary helps Customer Agent recognize off-topic or abusive messages and respond appropriately.
The brand summary is limited to 500 characters.
Set it up
- Navigate to Customer Agent > Guidance > Brand summary.
- Write your summary, or click Auto-generate to draft one from your storefront URL.
- Edit the draft until it captures your brand accurately.
- Click Save. The change takes effect immediately.
What to include
A good brand summary covers:
- What you sell — the core product or service
- Who you sell to — your typical customer
- What makes you different — mission, point of view, etc.
What NOT to include
Skip these — they belong elsewhere:
- Policies (returns, shipping, warranty) → Add as content
- Escalation triggers (“escalate to a human if…”) → Configure as escalation rules
- Tone instructions (“be friendly and casual”) → Set in tone of voice
Examples
Wellness brand:
Botanica is a clean skincare brand for sensitive skin, founded in 2019. We sell plant-based serums, moisturizers, and cleansers — all dermatologist-tested and free of fragrance, sulfates, and parabens. Our customers are women 25-55 who care about ingredient transparency and gentle, science-backed formulations. We talk about ingredients like a knowledgeable friend, not a lab tech.
Power tools brand:
Hammerhead makes professional-grade hand tools for builders, contractors, and serious DIYers. Every tool comes with a lifetime guarantee. Our customers expect durability and no-nonsense performance — they value tools that do one job well over multi-use gimmicks. We talk straight, explain trade-offs, and never oversell.
Notice both summaries cover what, who, and what’s different — and both establish a voice without prescribing exact words.
Next steps
- Set tone of voice to lock in the personality your brand summary hints at
- Add communication style rules for specific writing guidelines
- Configure escalation rules for situations that need a human