> ## Documentation Index
> Fetch the complete documentation index at: https://docs.rheos.app/llms.txt
> Use this file to discover all available pages before exploring further.

# How brands work in Rheos

> A brand in Rheos holds your tone of voice, audiences, themes, visual style and connected social accounts — and shapes every post generated for it.

A **brand** in Rheos is the identity behind every post. It holds your tone of voice, your audiences, your content themes, your visual style, and which social accounts you publish to. Whenever you create a post, Rheos uses the active brand to make sure the result sounds like you.

## The two brand types

<Card title="Personal brand" href="/help/brands/personal-vs-business">
  You as a human. Your voice, your opinions, your face. Best for founders, freelancers, creators and consultants who post under their own name.
</Card>

<Card title="Business brand" href="/help/brands/personal-vs-business">
  A company. A more institutional voice, often shared across teammates. Best for product companies, agencies, retailers and service businesses.
</Card>

You'll often want at least one of each — a personal brand for LinkedIn thought-leadership, plus a business brand for the company channels.

## What a brand contains

| Thing                  | What it does                                                                                                      |
| ---------------------- | ----------------------------------------------------------------------------------------------------------------- |
| **Identity document**  | A markdown doc summarising tone, voice, do's and don'ts. Rheos reads this before generating every post.           |
| **Audiences**          | The people you want to reach (e.g. "first-time house buyers", "operations directors at SMEs"). Used to tune copy. |
| **Themes**             | Content pillars / recurring topics you want to talk about.                                                        |
| **Sources**            | Websites, AI imports and uploaded documents that built (and keep updating) the identity document.                 |
| **Pillars**            | Saved formula presets — your favourite angles, ready to reuse.                                                    |
| **Social connections** | The Instagram, LinkedIn, etc. accounts this brand publishes to.                                                   |

## Switching brands

Use the brand selector at the top of the sidebar to switch between brands. Every screen (posts, calendar, library) filters down to whichever brand is active.

## How many brands you can have

* **Free** and **Business** plans: one personal brand + one business brand.
* **Team** plan: one personal brand per user, plus multiple business brands in the same workspace.

See [multi-brand workspaces](/help/brands/multi-brand) for how teams handle several business brands at once.

## Getting your brand right

The single biggest lever on output quality is the brand identity document. Spend 10 minutes on [brand sources](/help/brands/brand-sources) when you first set up — Rheos sounds dramatically more like you once the doc is rich.