How to Set Up Google Pomelli's Business DNA in Under 15 Minutes (Step-by-Step)
Google Pomelli's Business DNA is the foundation for every campaign it generates. Here's how to configure values, aesthetic, tone, logo
Your Brand, Baked In: Setting Up Google Pomelli’s Business DNA
Most AI marketing tools treat your brand as an afterthought — you generate something, then spend twenty minutes editing out the wrong colors and generic copy. Google Pomelli takes the opposite approach. Everything it generates — campaigns, photoshoots, animations — flows from a central configuration called Business DNA. Get that right in under 15 minutes, and every asset it produces afterward is already on-brand.
This post walks through the full Business DNA setup: brand values, aesthetic, tone of voice, logo generation, color picker, and fonts. If you’ve just opened Pomelli for the first time and the blank template is staring at you, this is where to start.
What You Actually Get When Business DNA Is Configured
Before the setup steps, it’s worth being concrete about the payoff.
When Business DNA is empty, Pomelli generates generic content. When it’s filled in, the tool knows your tagline, your visual style, your color palette, and your brand personality. Every campaign it generates afterward pulls from that context automatically.
The practical difference: instead of getting a cookie-cutter social post you have to rewrite, you get something that already uses your brand’s tone, your colors, and your logo. You’re editing details, not rebuilding from scratch.
That’s the outcome. Now here’s how to get there.
What You Need Before You Start
Access to Google Pomelli. It’s available through Google Labs. You’ll need a Google account. As of mid-2025, it’s still in the Labs phase, so availability may vary by region.
A product image. A single photo of your product on a plain or neutral background. This matters more for the campaign section than for Business DNA itself, but having it ready saves time.
Some sense of your brand. You don’t need a full brand guide — Pomelli provides templates you can start from. But if you have existing brand guidelines, colors, or a logo, have those nearby.
An AI assistant open in another tab. Gemini, ChatGPT, or any chat model. You’ll use it to generate Business DNA content from templates. This is optional but genuinely speeds things up.
Setting Up Business DNA, Step by Step
Step 1: Reset or Start Fresh
When you open Pomelli, you may see a pre-filled Business DNA if you’ve used it before. For a clean setup, click Reset Business DNA. The confirmation dialog warns you this will clear all campaigns and creative — that’s expected.
If this is your first time, you’ll land directly on the setup flow.
Now you have: a blank Business DNA ready to configure.
Step 2: Enter Your Website (or Skip It)
Pomelli will ask for your website URL. If you have one, enter it — Pomelli will attempt to extract brand context automatically. If you don’t have a website yet, just click Continue without entering anything.
Now you have: moved past the website step.
Step 3: Choose a Starting Template
Pomelli asks you to pick a business category. This gives you a starting template for all the DNA fields. The options include categories like food and beverage, beauty, retail, and others.
Pick the one closest to your actual business. The template won’t be your final content — it’s scaffolding. The goal is to start with something structurally similar so the fields make sense.
Now you have: a pre-filled template with placeholder values for brand values, aesthetic, tone of voice, and business overview.
Step 4: Use AI to Fill in the Fields (the Fast Path)
Here’s where most people slow down unnecessarily. The template fields — brand values, brand aesthetic, brand tone of voice, business overview, tagline — look like they require careful thought. They do, eventually. But for a first pass, there’s a faster approach.
Screenshot the template as it appears on screen. All four sections: brand values, brand aesthetic, brand tone of voice, and business overview. Then open Gemini (or whichever AI you prefer) and paste the screenshot in with a prompt like:
“I’m starting a [type of business]. Help me come up with values to plug into these fields.”
Or, if you already have a product image or packaging, paste that in instead:
“Please take the following image and turn it into the values shown in this template so I can fill it out.”
Gemini will return a complete set of values for each field. You can ask for multiple concepts — three variations, for example — and pick the one that fits best.
This approach works because you’re giving the AI a structured output format (the template fields) and a concrete input (your product or business description). You’re not brainstorming from nothing; you’re filling in a form with AI doing the drafting.
Once you have the values, copy and paste them into each field in Pomelli. Brand values are entered as keywords — type each one and hit Enter. Brand aesthetic and tone of voice are short descriptive phrases. Business overview is a paragraph.
Now you have: all four text fields filled in with brand-specific content.
Step 5: Generate a Logo
Below the text fields, there’s a logo section. If you already have a logo, you can upload it. If you don’t, Pomelli can generate one.
To generate a logo, you describe it in a text prompt. The prompt box accepts natural language — something like “minimalist dark background with a crescent moon and the brand name in a serif font.” Pomelli generates four concepts from that prompt.
If you’re not sure how to describe your logo, go back to your AI assistant:
“I’ve chosen [concept name]. The brand is called [name]. What should the logo look like? Give me a few text prompts. Don’t render any image.”
You’ll get two or three prompt options. Paste one into Pomelli and generate. If you don’t like the results, hit the refresh button in the chat to get new variations, or cycle through previous generations using the back/forward arrows.
When you find a logo you like, click Apply.
Now you have: a logo set in Business DNA.
Step 6: Set Your Colors
The color picker appears after the logo. The straightforward approach: pick your two main colors directly from your logo.
Click the color picker icon, then use the eyedropper or hex input to match the dominant colors in your logo. You’re looking for two stable anchor colors — typically a primary and a secondary.
You can add intermediate colors if your brand uses a broader palette, but two is enough to start. The colors you set here will appear as options whenever you’re editing campaign images later, so consistency matters more than completeness at this stage.
Click Apply.
Now you have: a color palette saved to Business DNA.
Step 7: Choose Fonts
Pomelli offers a selection of fonts. The goal is to match the visual style of your logo as closely as possible.
Look at your logo and ask: is this a handwritten style? A bold display font? A clean sans-serif? Then browse the font options and find the closest match. Two fonts worth knowing by name: Permanent Marker (handwritten, casual) and Tilt Neon (bold, display-style). There are others in the list — scroll through and preview them against your logo.
You’ll typically set two fonts: a display/header font and a body font. Keep the body font simple and readable.
Click Apply.
Now you have: typography set in Business DNA.
Step 8: Handle the Images Section
The images section at the bottom of Business DNA is for reference images — photos that represent your brand’s visual style. If you have existing product photos or lifestyle images, you can upload them here.
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If you don’t have images yet, leave this section blank. You can generate product photos using Pomelli’s Photoshoot feature later and add them to Business DNA with one click from there.
Click Looks Good to complete the setup.
Now you have: a complete Business DNA configuration. Every campaign Pomelli generates from this point forward will reference these values.
When Things Don’t Go the Way You Expect
The AI-generated logo doesn’t look right. This is common. Logo generation from text prompts is inconsistent — you might get something close on the first try or need five iterations. Use the refresh button to regenerate with the same prompt, or go back to your AI assistant and ask for a different prompt description. The back/forward arrows in Pomelli let you cycle through previous generations without losing them.
The brand values feel generic. If the AI-generated values feel like they could apply to any business, add more specificity to your prompt. Instead of “I’m starting a cookie shop,” try “I’m starting a late-night cookie delivery business targeting young adults in London, with a brand personality that’s playful and a little indulgent.” The more context you give, the more specific the output.
The colors look off in campaigns. This usually means the hex values you entered don’t quite match your logo. Go back to the color picker and use the eyedropper directly on your logo image rather than entering hex codes manually. Small differences in color values compound when applied to full campaign images.
Font options don’t match your brand style. Pomelli’s font library is limited. If nothing matches well, pick the closest option for now — you can always override fonts on individual campaign images during editing. The Business DNA font is a default, not a lock-in.
The template fields feel overwhelming. Start with just the brand values and business overview. Those two fields have the most impact on campaign generation. You can come back and refine aesthetic and tone of voice after you’ve seen a few campaigns generated.
Where to Take This Further
Once Business DNA is configured, the next step is campaign generation. You’ll upload a single product image, describe your target audience (something like “target individuals on a night out” or “target late-night gamers”), and Pomelli generates three campaign concepts. Each one pulls from your Business DNA automatically — the colors, fonts, and tone you just set.
From there, individual images are editable: header text, description, font, color, size, and a Fix Layout button that auto-reorients product placement when the composition looks off.
Animation is available, but with one constraint: you have to switch the image to 9:16 story format before the Animate button appears. Also worth knowing — animated text in videos tends to break. The workaround is to animate without text and add text as a static overlay afterward.
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If you’re thinking about how brand configuration like this could feed into a broader automated marketing workflow — generating content across multiple channels, scheduling posts, or personalizing campaigns by audience segment — that’s where orchestration tools become relevant. MindStudio handles this kind of multi-step workflow visually: 200+ AI models, 1,000+ integrations, and a builder for chaining agents together without writing the orchestration code yourself. It’s particularly useful when you want Pomelli’s outputs to flow automatically into a content calendar, a CRM, or a social scheduling tool.
The Photoshoot feature is also worth exploring after Business DNA is set. It offers four templates — Studio, Ingredient, In Use, and Contextual — and auto-selects the relevant ones based on your product type. You can edit backgrounds via text prompt (“change background to pink”) and download all assets at once. There’s a one-click Add all to Business DNA button that pulls your generated photoshoot images directly into the images section you left blank in Step 8.
For teams thinking about how brand systems like this connect to broader design infrastructure, the pattern is similar to what Google Stitch does with its design.md file — a single source of truth for visual identity that downstream tools read from. The difference is that Pomelli’s Business DNA is optimized for campaign generation rather than UI components. If you want to see how that design.md approach works in practice for building out a full website design system, the Google Stitch website design system guide walks through the same “configure once, apply everywhere” philosophy in a different context.
If you’re building marketing workflows that need to go beyond what a single tool can do — say, taking Pomelli’s outputs and routing them into a content calendar, a CRM, or a social scheduling tool — the spec-driven approach is worth understanding. Tools like Remy take a similar “source of truth” philosophy to app development: you write an annotated markdown spec, and it compiles into a complete TypeScript full-stack application, including backend, database, auth, and deployment. The spec drives the output, not the other way around.
The AI agents for marketing teams post covers how these kinds of tools fit into a broader automated marketing stack — worth reading once you’ve got Pomelli’s Business DNA working and you’re thinking about what comes next.
One opinion worth stating plainly: the screenshot-to-Gemini trick in Step 4 is the most underused part of this whole setup. Most people stare at the blank template fields and try to fill them in manually, which takes 20 minutes and produces mediocre output. Pasting the template screenshot into an AI assistant with your product image takes two minutes and produces something you can actually use. Do that first, then refine.
The Business DNA setup isn’t glamorous, but it’s the part that determines whether everything else Pomelli generates is worth keeping or worth deleting. Fifteen minutes here saves hours of editing later.
