Brand kit

Your CRM doesn't just store data. It sends emails, hosts forms, publishes landing pages, and generates quotes. Everything that goes out to a prospect or customer carries your company's name on it, and it should look like it.

That's what the brand kit controls. It's one setting that affects every public-facing asset in HubSpot: the logo on your emails, the colours on your forms, the favicon in browser tabs, and (if you use Content Hub or Breeze AI) the tone of AI-generated content. I set this up in the first hour of every implementation because it takes ten minutes and means every asset your team creates from that point forward automatically looks branded.

The alternative is what I see in accounts that skipped this step: a sales rep sends a sequence email with the default HubSpot styling. A marketer builds a landing page with mismatched colours because they typed in the hex code from memory. A quote goes out to a prospect with no logo. Each of these is a small signal that erodes trust. For B2B companies where deal sizes are larger and buying cycles are longer, these small signals compound. The prospect who receives a well-branded sequence email, fills in a form that matches your website, and gets a quote with your logo feels like they're dealing with a company that has its operations together.

What the brand kit controls

The brand kit in HubSpot controls four things:

Logo. Your primary logo appears on emails, landing pages, quotes, and other HubSpot-generated assets. Upload it once and it's available everywhere. You can also upload a secondary logo or a dark/light variant for different backgrounds.

Colours. Define your brand's primary and secondary colours using hex codes. These become the default palette when building emails, landing pages, and forms. Instead of your marketing team manually typing in hex codes every time (and occasionally getting them wrong), they select from the pre-set palette.

Themes. If you use HubSpot's CMS for your website, themes control the overall design template. For most teams using HubSpot purely as a CRM and marketing tool, the logo and colour settings are what matter most.

Brand voice. Available with Content Hub or the AI Assistant features. You describe your brand's tone (e.g. "professional but approachable, direct, avoids jargon") and HubSpot's AI tools use this as a guideline when generating content. When you remix a blog post into a social post or ask the AI to draft an email subject line, it follows your brand voice settings. The more specific you are here, the less editing you do on every AI output.

Favicons

A small detail that matters more than people think: the favicon. This is the tiny icon that appears in browser tabs when someone visits your HubSpot-hosted pages. Without it, visitors see the default HubSpot icon, which undercuts the impression that they're on your site. Upload a 48x48 pixel version of your logo or icon. It takes thirty seconds and removes an inconsistency that's visible on every page load.

AI data sources: feed the machine

Under Settings > AI > Data sources, you'll find the brand kits section plus four additional data sources that feed HubSpot's Breeze AI tools: company profile, ICPs, products and services, and brand overview.

This is worth the time investment. Every piece of information you add here improves what the AI produces for you. When Breeze drafts an email, suggests a workflow, or generates content, it pulls from these data sources to match your business context. A well-configured AI data source section means the AI's first draft is closer to what you'd actually send, which means less time editing.

The company profile covers what your business does and who you serve. ICPs describe your ideal customer segments with enough detail for the AI to tailor messaging. Products and services lists what you sell with positioning language. The brand overview captures your tone, messaging framework, and key differentiators.

Spending an extra thirty minutes filling these in thoroughly saves hours of editing AI output over the following months. As HubSpot's AI tools improve (and they're improving fast), every data point you've entered compounds in value.

Email signatures and consistent communication

While not technically part of the brand kit, email signatures are closely related. When your team sends one-to-one emails from HubSpot, the signature that appears should match your brand. You can configure default email signatures under Settings > General > Email.

Consistency matters here. If your sales team is sending emails from HubSpot with one signature style and marketing emails go out with different branding, it looks disjointed. Use the brand kit colours in your signature template to keep everything aligned.

Why this matters for trust

Every touchpoint with a prospect or customer is either building or eroding trust. A branded email with your logo and colours signals professionalism. A generic HubSpot-styled form suggests you haven't invested in the details.

For B2B companies especially, where deal sizes are larger and buying cycles are longer, these small signals compound. The prospect who receives a well-branded sequence email, fills in a form that matches your website, and gets a quote with your logo feels like they're dealing with a company that has its act together.

Quick tip: use the search bar

Brand settings are buried several levels deep in the menu. Instead of clicking through Settings > AI > Data sources > Brand kits, type "brand identity" or "brand kit" in the search bar at the top of any HubSpot page. It takes you straight there.

The brand kit is ten minutes of setup that touches every external asset your team produces in HubSpot. Set your logo, colours, favicon, and brand voice early, and every email, form, landing page, and AI-generated piece of content automatically carries your brand.