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There is no single Salesforce switch that rewrites every AI label, CRM field, template, cloud, and published asset. Treat the work as two coordinated projects: correct Salesforce product terminology (especially the distinction between Agentforce and Einstein), then configure your organization’s own voice and visual rules in a Marketing Cloud Next brand kit. Inventory other CRM and external surfaces separately, because Salesforce’s documented brand-kit workflow does not promise all-cloud propagation.
What you are actually updating
“How do I update Salesforce branding?” can refer to your company’s identity and voice, while “How do I update AI references across my CRM?” usually means correcting names such as Agentforce, Einstein, and the former Einstein Copilot label. These are different workstreams with different owners and controls.
| Workstream | Owner | Scope | Primary mechanism | How changes propagate |
|---|---|---|---|---|
| Salesforce terminology | CRM administrators, product owners, and content editors | Product names, feature labels, help text, documentation, training, templates, and customer-facing copy | Editorial inventory, current Salesforce naming guidance, and human review | Update each affected reference in the system or asset where it appears |
| Your organization’s brand | Brand owner, marketing operations, and approved Marketing Cloud contributors | Generated or managed email, landing-page, form, SMS, and related content | Marketing Cloud Next brand-kit settings | Activate the kit, assign it to content, and republish existing assets when necessary |
Salesforce Help documents the second workflow for Marketing Cloud Next. It does not establish a universal bulk action for every Sales Cloud or Service Cloud field, custom object, CRM email template, external website, or other cloud. A reliable project starts with an inventory rather than assuming that one setting reaches the whole org.
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Agentforce is Salesforce’s proper noun for its platform’s agentic layer. The Agentforce interface inside Salesforce CRM was previously called Einstein Copilot. When your text refers to that product or to an agent performing a role, use Agentforce unless the specific feature’s current name says otherwise.
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“When in doubt, use Agentforce as the proper noun to refer to the product, even if you’re referring to a specific skill that Agentforce has, for example, acting as a sales development representative or a service representative.”
Salesforce Partner Branding Guidelines
Do not perform a blanket find-and-replace of Einstein with Agentforce. Salesforce describes Einstein as an umbrella brand for AI and machine-learning capabilities, and Agentforce builds on the Einstein Platform with an emphasis on agentic workflows. Current Salesforce compliance documentation lists both Agentforce and Einstein features; some feature names intentionally retain Einstein.
A practical terminology decision rule
- Identify the exact Salesforce product, feature, screen, API, permission, or learning resource named in the text.
- Check the current official Salesforce name for that item. Preserve Einstein when it is part of the established feature name or platform-family reference.
- Use Agentforce for the agentic product layer and for the CRM interface formerly called Einstein Copilot.
- Rewrite surrounding prose so the name is grammatically accurate. For example, describe an Agentforce agent taking an action rather than calling every AI prediction an Agentforce feature.
- Record the decision in your organization’s terminology sheet so writers, administrators, support teams, and training authors apply it consistently.
Terminology inventory to build before editing
Search your source-control repositories, knowledge articles, help-center exports, email and SMS templates, landing pages, form copy, Salesforce flows, screen labels, permission documentation, onboarding materials, slide decks, and customer-support macros. Record the exact string, its location, audience, owning team, last review date, and the current Salesforce product or feature it describes.
| Finding | Action | Reason |
|---|---|---|
| “Einstein Copilot” used for the CRM agent interface | Review and normally update to Agentforce, with a note for users who know the former name | The interface was previously called Einstein Copilot |
| Einstein in a named feature or compliance entry | Keep the official feature name unless Salesforce documentation shows a newer replacement | Einstein remains a valid umbrella and feature-family brand |
| Generic “Salesforce AI” wording | Map it to the specific product or feature, or leave it generic when the scope is genuinely broad | Generic wording can hide important product differences |
| Agent role or agentic workflow description | Use Agentforce as the product proper noun | Agentforce identifies the agentic layer |
How to configure your organization’s branding in Marketing Cloud Next
In Marketing Cloud Next, a brand kit is the source of truth for brand identity, voice, and visual style. Brand Center brings CMS brands and Agentforce brand kits together. Depending on your configuration, a kit can contain company identity, tone, colors, fonts, buttons, layout styles, knowledge sources, and guardrails. Agents can use the identity and tone fields when generating email, landing-page, or SMS content.
1. Confirm the workspace and data space
Open the correct Marketing workspace and verify the data space before creating or editing a kit. Salesforce says the data-space association cannot be changed later, so do not save until you have confirmed the intended business unit, audience data, and governance boundary. If several teams use Marketing Cloud Next, document which workspace owns the kit and whether it is intended for one workspace or broader reuse.
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2. Choose a local or global kit
Select the scope that matches your operating model. A local kit is appropriate when one workspace has a distinct market, product line, or legal voice. A global kit is appropriate when multiple workspaces should share the same approved identity and rules. Compare the choice with the channels you support and the people responsible for approving changes.
| Choice | Use when | Questions to resolve |
|---|---|---|
| Local brand kit | A workspace needs its own market, product, or regional expression | Which audience and channels are covered? Who approves local exceptions? |
| Global brand kit | Several workspaces should follow one organization-wide identity | Which rules are mandatory everywhere, and which channels or regions need overrides? |
3. Enter brand basics and voice rules
Complete the company identity fields with the approved organization name, product names, descriptors, and any pronunciation or capitalization rules your writers need. Define tone in observable terms rather than adjectives alone. For example, specify whether a message should be concise, technically precise, reassuring during an incident, or educational for a new customer. Include words and claims that are required, prohibited, or subject to legal review.
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4. Define visual styles and components
Set the colors, fonts, buttons, and layout styles that your channels support. State accessibility constraints and fallback behavior where a channel cannot render a preferred font or layout. If multiple products share a kit, distinguish the organization-level rules from product-specific treatments so an agent does not combine incompatible visual systems.
5. Add knowledge sources and guardrails
Provide the approved knowledge sources that agents should consult when generating content, and write guardrails for claims, offers, regulated language, audience restrictions, and escalation. A guardrail should tell the agent what to do, not merely what to avoid: for example, require a human review when a message makes a pricing, eligibility, or compliance claim that is not present in an approved source.
6. Save, activate, and verify availability
Activate the brand kit after its fields and governance review are complete. Activation makes the kit available to agents; saving alone is not the documented final step. Keep a record of who approved the version, what channels it covers, and when it became active.
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7. Preview representative output
Generate sample content for each intended channel and tone before assigning the kit broadly. Review an email, landing page, form, and SMS example when those channels are in scope. Check the organization name, Agentforce and Einstein terminology, tone, colors, typography, button treatment, claims, links, personalization, and required disclosures against your written guidelines and guardrails.
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Associate the activated kit with the relevant email, form, landing page, or other supported content item. A brand kit associated with unpublished content is published when that content is published. Record the assignment so another administrator can determine which kit governed an asset at a particular time.
Will changing the default brand kit update published content?
No. Salesforce’s documented behavior is that changing the workspace default brand kit does not automatically apply the change to content already published with the previous default. Existing assets need a separate review and republishing path.
Republish an existing asset
- Unpublish the affected email, form, or landing page.
- Remove its currently assigned brand kit.
- Select Use Default Brand.
- Republish the content after checking the rendered result and approval status.
A newly published brand kit associated with a landing page or form may not be visible to visitors immediately because browser caches can retain the earlier version. Test in a private browsing window and follow your normal cache-expiration or clearing procedure before treating a delayed visual change as a failed deployment.
How to cover CRM surfaces outside Marketing Cloud Next
Use the Marketing Cloud Next workflow only for the content types and permissions it documents. For the rest of the CRM, create a surface-by-surface change plan.
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Salesforce-managed labels and help
Do not rename a standard Salesforce feature in your own documentation until you have checked its current official label. Update internal instructions, screenshots, onboarding paths, and support scripts when a Salesforce interface name changes, but preserve the exact name required for a permission, API, object, or configuration field.
Custom fields, objects, flows, and automations
Search field labels, help text, validation messages, flow screens, notification templates, and automation descriptions for old AI terminology and outdated organization names. Test each change in a sandbox or other controlled environment, because a label may be referenced by an integration, report, translation, or downstream process even when the visible text appears harmless.
Email templates, forms, and customer communications
Identify whether the copy is generated, assembled from a template, or manually authored. Apply the terminology sheet to static text, then apply the brand-kit process where Marketing Cloud Next supports the asset. Recheck personalization, unsubscribe language, legal disclosures, and localization after any republish.
External sites and connected systems
Inventory portals, help centers, data warehouses, customer-success tools, analytics annotations, and integration payloads separately. A Salesforce brand-kit change does not establish that these systems will update. Assign an owner and deployment date for each connected surface, and verify the rendered result after release.
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Salesforce says contributors in a Marketing workspace can create or edit brand styles and recommends an approval process for creating, updating, and publishing them. Treat that as a governance requirement for customer-facing changes, not as evidence of a universal, org-wide approval feature.
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- Brand owner: maintains identity, tone, visual rules, and prohibited language.
- CRM administrator: verifies workspace, data-space, permissions, assignments, and technical dependencies.
- Content approver: reviews representative outputs and channel-specific rendering.
- Product owner: confirms Agentforce, Einstein, and feature-specific terminology.
- Release owner: coordinates unpublishing, republishing, cache checks, and rollback.
Version and audit practice
Give each kit and terminology sheet a version, effective date, approver, covered channels, and change summary. Keep the prior version available for comparison. For every published asset, record the assigned kit, publication date, and any exception approved for a region or product. This makes it possible to explain why two assets created at different times use different language without silently reintroducing an obsolete label.
Validation checklist before release
- Every use of “Einstein Copilot” has been classified and updated where appropriate.
- Einstein feature names that remain official have not been changed to Agentforce.
- Agentforce is used as the proper noun for the agentic layer and relevant agent roles.
- The kit is associated with the correct Marketing workspace and data space.
- Identity, tone, colors, fonts, buttons, layouts, knowledge sources, and guardrails have an accountable owner.
- The kit is activated, not merely saved.
- Representative outputs have been previewed for each intended channel.
- Published assets have a republishing plan; the default-kit change is not being treated as retroactive.
- External and non-Marketing Cloud surfaces have named owners and separate deployment steps.
- Rendered pages have been checked after cache expiration or clearing where applicable.
Troubleshooting common failures
The agent still uses the old company name or tone
Confirm that the intended kit is active and assigned to the content item. Check whether the output was generated before the assignment, whether the relevant identity and tone fields are populated, and whether a knowledge source or guardrail contains conflicting wording. Regenerate a preview after correcting the source rather than editing one output and assuming future generations will change.
A published landing page still shows the previous design
Changing the default does not rewrite an already-published asset. Follow the unpublish, remove current kit, select Use Default Brand, and republish sequence. If the kit is new, test after browser cache expiry or clearing.
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The team cannot find the global kit
Verify that the user is in the intended Marketing workspace, has the contributor access Salesforce documents for creating or editing brand styles, and is looking in the correct Brand Center context. If the workspace or data-space choice is wrong, stop before saving a replacement kit and involve the administrator responsible for that boundary.
A proposed find-and-replace breaks product documentation
Restore feature-specific Einstein names and classify each occurrence by product, interface, or capability. Use the terminology inventory instead of a global replacement. Test documentation search, links, screenshots, API references, and training exercises after each batch of edits.
What Salesforce’s documentation does—and does not—promise
The documented process covers Marketing Cloud Next brand kits, activation, preview, assignment, and the handling of existing published content. It does not promise automatic updates to every CRM field, cloud, custom object, external site, or connected system. Edition, permissions, workspace configuration, supported content type, and current product version can affect what is available in your org, so confirm the labels and controls shown in your own Salesforce interface before scheduling a release.
For terminology, the Salesforce Partner Branding Guidelines establish Agentforce as the proper noun for the agentic product layer, while Salesforce’s explanations and current compliance inventory preserve Einstein for the umbrella platform and feature names that still use it. Keeping those roles separate prevents both customer confusion and inaccurate technical documentation.
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