Sitecore Stream: AI-Powered Brand Management for Modern Marketers

At Sitecore Symposium last October, Sitecore introduced Sitecore Stream, a new addition to its growing suite of digital experience solutions. Now officially released, Sitecore Stream is designed to enhance how marketing teams create, manage, and optimize content while maintaining brand consistency. As organizations continue to scale their content production and personalization efforts, the need for tools that streamline workflows and ensure brand integrity has never been greater.

Sitecore Stream provides a dedicated workspace for marketers to centralize their brand assets, collaborate on projects, and generate content that aligns with their brand’s identity. By offering structured tools for brand management, AI-assisted content creation, and project orchestration, it allows teams to work more efficiently and maintain a high level of consistency across all their marketing channels.

Access, Enablement, and User Roles

Sitecore Stream is available as a dedicated application within the Sitecore Cloud Portal, making it easy for organizations to integrate and manage. Organizational Admins and Owners will have access by default, allowing them to configure settings and oversee usage.

Additional users can be assigned access based on their role within the organization:

• Admin – Full control over settings, brand management, and project workflows.
• User – Standard access to create, edit, and manage content and projects.
• Read-Only – View access for users who need visibility but do not require editing privileges.

This role-based access structure ensures teams can collaborate effectively while maintaining proper oversight of brand assets and content operations.

 The Brand Kit in Sitecore Stream

The Brand Kit streamlines brand management by organizing essential elements into a structured, user-friendly resource. It extracts key details from brand documents, such as guidelines, playbooks, and standards, creating a searchable database that marketers can easily access and update.

For marketing teams, the Brand Kit serves as a quick-reference tool, ensuring consistency across campaigns. It also acts as the primary source for Sitecore Stream AI, allowing AI-driven content creation to pull accurate brand details without scanning the entire database.

The Brand Kit includes core elements like logos, visual guidelines, brand values, tone of voice, dos and don’ts, grammar rules, and image style specifications. By centralizing these assets, it ensures that all content aligns with the brand’s identity and messaging standards.

Configure Your Brand Kit

Sitecore Stream supports multiple Brand Kits, allowing organizations to manage distinct brands within a single environment. Each Brand Kit acts as a structured repository of brand guidelines, assets, and messaging principles that inform content creation and ensure consistency. While multiple kits can be created for different brands, at least one Brand Kit must be set up before using Sitecore Stream’s other features.

Creating a Brand Kit

Setting up a Brand Kit begins with entering some basic details:

• Brand Name – The name of the brand being configured. <\li>
• Company Name (if different) – Useful for organizations managing multiple brands under a parent company. <\li>
• Industry – Helps categorize the brand for reference. <\li>
• Logo Upload – A transparent PNG logo for in-app listings and brand identification.

Once the Brand Kit is created, the next step is to upload brand documents that define the brand’s identity and guidelines.

Uploading Brand Assets 

After creating a Brand Kit, users can upload source documents to establish a structured brand knowledge base. These can include brand books, style guides, tone of voice documents, and other key materials that define how the brand should be represented.

When uploading a PDF document, Sitecore Stream provides the option to either let the system automatically categorize the content (Auto Select) or manually assign it to specific sections within the Brand Kit. These sections include:

• Global Goals – The brand’s mission and core values.
• Brand Context – Positioning, messaging, and identity guidelines.
• Dos and Don’ts – Rules that ensure consistency and prevent off-brand usage.
• Tone of Voice – Guidelines for how the brand should sound across different channels.
• Checklist – A quick-reference list to validate brand consistency.
• Grammar Guidelines – Preferred grammar, writing style, and language usage.
• Visual Guidelines – Specifications for images, icons, and design elements.
• Image Style – Recommendations for photography, colors, and other visual assets.

This structured approach ensures that Sitecore Stream can accurately extract and reference the most relevant information when generating content and supporting marketing workflows. By setting up a well-organized Brand Kit, organizations ensure that every piece of content created within the platform aligns with the brand’s identity.

Processing Brand Assets

Once brand documents are uploaded, they appear in the Sources section of the Brand Kit. At this stage, they are stored but not yet utilized by Sitecore Stream. Before the system can reference them for content creation and brand governance, they must be processed.

By clicking "Process all changes," Sitecore Stream will analyze the uploaded documents and extract relevant information into different sections of the Brand Kit. This process typically takes 10–20 minutes, depending on the size and number of documents. The AI will evaluate the content and categorize it under sections like Brand Context, Global Goals, Tone of Voice, and Visual Guidelines, ensuring that the Brand Kit is enriched with structured and relevant brand knowledge.

Once processing is complete, the extracted content will be available within the Brand Kit, where users can review, validate, and refine it as needed. This step ensures that every generated output within Sitecore Stream aligns with the brand’s guidelines and maintains consistency across all marketing materials. 

Reviewing the Brand Kit Overview

Once processing is complete, the Overview tab provides a structured summary of the brand elements extracted from the uploaded documents. This page acts as the central hub for reviewing how Sitecore Stream has categorized content into different sections of the Brand Kit, ensuring brand consistency and governance.

The Overview displays a dedicated card for each section of the Brand Kit, offering a high-level summary of its contents. These include:

• Visual Guidelines – A summary of brand design principles, covering aspects like color usage, typography, and imagery.
• Global Goals – The brand’s mission, vision, and core values that guide all messaging.
• Brand Context – Key positioning statements, brand purpose, and strategic messaging.
• Tone of Voice – Guidelines on how the brand communicates, including personality traits and preferred language.
• Dos and Don’ts – Rules for maintaining consistency in branding, including best practices and content restrictions.
• Checklist – A structured list of criteria for ensuring that content adheres to brand guidelines.
• Grammar Guidelines – Specific grammatical conventions and writing styles for maintaining a consistent brand voice.
• Image Style – Recommendations for photography, iconography, and other visual assets.

Users can click into any of these sections to review and refine the AI-extracted content, ensuring accuracy and alignment with brand standards. This structured approach allows marketing teams to maintain full control over brand representation while benefiting from Sitecore Stream’s ability to dynamically apply brand knowledge across content workflows.

Reviewing and Refining Your Brand Kit

Once Sitecore Stream has processed your brand documents, you can review and refine the Brand Kit sections to ensure accuracy and alignment with your brand’s identity. Clicking into any section allows you to see the specific fields the AI populated based on the uploaded documents. If the AI referenced any sources, they will be displayed as References, providing transparency into where the extracted information came from.

Each section is fully editable, giving you control over how your brand is represented. If the AI-generated content isn’t quite right, you can:

To retain manual edits, it’s essential to mark the section as "Not AI Editable." Otherwise, if additional source documents are uploaded and processed, the AI may regenerate the content and overwrite your modifications.

Beyond simply editing the content, you can also customize the intent of each field. Intent serves as an instruction set for the AI, defining what type of information should be extracted and how it should be applied. This is particularly useful if certain fields don’t fully apply to your brand, or if you want the AI to focus on specific details.

For example, if your organization operates in a highly regulated industry, you might adjust the intent of a section to emphasize compliance language and legal considerations rather than broad brand messaging. Similarly, a retail brand might refine the intent of visual guidelines to focus on e-commerce-specific imagery rather than general advertising assets. Small adjustments like these ensure that Sitecore Stream is aligned with your brand’s specific needs, making it a more valuable tool for maintaining brand governance.

What’s next?

Sitecore Stream represents a significant advancement in how marketers can leverage AI to enhance their workflows while maintaining brand integrity. With features like Brand-Aware AI and Generative Copilots, it simplifies the content creation process and empowers teams to deliver personalized experiences at scale. The detailed configuration and review process for the Brand Kit ensures consistent, efficient, and collaborative brand management, solidifying its role as an essential tool for modern marketing teams looking to thrive in a competitive digital landscape.

Ready to revolutionize your content creation process and ensure brand consistency? Contact Altudo today to explore how Sitecore Stream can transform your marketing efforts.