---
title: "Create or update a brand"
method: POST
path: "/brand/profiles"
tags: ["Intelligence"]
---

# Create or update a brand

`POST /brand/profiles`

## Request

- Base URL: `https://app.uselamina.ai/v1`
- URL: `https://app.uselamina.ai/v1/brand/profiles`
- Auth: one of:
  - API key in header `x-api-key`
  - HTTP bearer

Create a brand profile (or update one when brandProfileId is given) and ground it with a starter Brand DNA, so generated apps and applyBrand runs produce on-brand output. Requires an owner/admin API key.

## Request body

- object
  - `brandName` string, required: Brand to create, or display name on update.
  - `brandProfileId` string: Update this existing profile. Omit to create a new one.
  - `guardrails` string[]: Things to avoid — become the brand's visual negatives.
  - `brandVoice` string
  - `visualStyle` string
  - `targetAudience` string
  - `description` string
  - `industry` string

## Response `200`

Brand saved

- object
  - `data` object, required
    - `brandProfileId` string, required
    - `reused` boolean, required

## Other responses

- `401`: Missing or invalid API key
- `500`: Internal server error

---

[API](https://skmtc.dev/uselamina/apis/lamina-v1-api.md) · [All operations](https://skmtc.dev/uselamina/apis/lamina-v1-api/llms.txt) · [OpenAPI document](https://skmtc.dev/uselamina/apis/lamina-v1-api/revisions/73b598526531?raw)