Brand Brain
Brand Brain is the memory your Hermes employee works from. If a fact is not in Brand Brain, the employee should not state it about your business. Each project has its own Brand Brain.
What it holds
Facts, grouped in categories. Each fact has one value per project.
| Category | Facts |
|---|---|
| Identity | Business name, Industry, Description |
| Offer | What you sell and to whom, Products and services, Key selling points |
| Audience | Target customers, Best customer types |
| Markets and languages | Markets, Languages |
| Voice and rules | Brand tone, Voice, Claims we must never make |
| Goals | What you want more of, Monthly ad budget appetite |
| Competitors | Competitor candidates, Competitors you admire |
| Channels and accounts | Social profiles, Contact details, Accounts you have, Technology hints |
| Content | Existing content |
| Notes | Notes for your AI employee |
Facts that have no value yet are listed as missing, so you can see what is left to fill in.
Where facts come from
Every fact carries its source:
| Source | Meaning |
|---|---|
| Observed | Read directly from your website by the analysis, with a link to the page it came from |
| Inferred | Concluded by an AI reading of your crawled pages, with a confidence and, when there is one, the page that supports it |
| Owner | Written by you or your team: an answer to the questionnaire or an edit in Brand Brain |
Precedence
When two sources give a value for the same fact, the higher one wins:
Owner over Observed over Inferred.
A new analysis never overwrites an owner fact and never replaces an observed fact with an inferred one. If an analysis reads the same value as before, nothing changes and no new version is written.
Confidence
Each fact shows a confidence:
- Owner facts are 100%.
- Observed facts depend on how clearly the page states them. A business name from structured data on your site scores higher than a name taken from the page title.
- Inferred facts never go above 85%. Treat a low confidence as a guess to check.
Evidence
Observed facts, and inferred facts where the model named a page, link to the page on your site that supports them. Open the link to check the fact against the source.
Confirm, reject, edit
New observed and inferred facts are proposed. For each one you can:
- Confirm it: the fact stays as it is and is marked confirmed.
- Reject it: the fact is marked rejected and counts as missing. A later analysis that reads the same value again does not bring it back.
- Edit it inline: your value replaces it and the fact becomes an owner fact, confirmed, at 100%. From then on no analysis changes it.
Answers to the questionnaire are owner facts too.
Version history
Every change to a fact is kept. Open a fact's history to see each version: the value after the change, its source, confidence, evidence link and status, who made the change and when. The type of change is one of:
| Change | Meaning |
|---|---|
| Analysis | A website analysis wrote or updated the fact |
| Owner edit | Someone edited the value in Brand Brain |
| Quiz | Someone answered the questionnaire step that holds this fact |
| Confirm | Someone confirmed the fact |
| Reject | Someone rejected the fact |
Website health
Next to the facts, Brand Brain shows a Website health group with the counts from the latest analysis: pages read, HTTPS, robots.txt, sitemap, missing titles and descriptions, broken links and the other checks. The full list, with example pages and suggested next steps, is in the website report (see Website analysis and questionnaire).
Permissions
Viewers can read Brand Brain and the version history. Editors and above can confirm, reject and edit facts and answer the questionnaire. Only admins and owners can delete a project.