With Intercom, you can deliver a tailored, on-brand experience for each of your unique brands from a single workspace. This article explains how to set up and manage your brands to customize the Messenger, email, Help Center, and Fin AI Agent experience.

How to manage multiple brands in Intercom

There are two key ways to manage multiple brands in Intercom:

Multiple workspaces

This approach allows you to completely separate support requests, contacts, permissions, and information between different brands and teams.

Key benefits:
- Complete control over how a brand appears in Intercom (e.g., Messenger apps and welcome messages can be customized by brand).
- Ideal for organizations where separate support teams support different brands.

Single workspace

Using a single workspace is the most efficient method for support teams who manage multiple brands.

Areas that can be customized by brand:

Messenger styling
Email (currently excludes tickets)
Help Centers
Push notifications
Fin AI Agent: Deliver tailored, on-brand automated support.
- Targeting by Audience: Use reusable Audiences to set up specific Content, Guidance, and Data Connectors for different customer groups.
- Branded AI Agent Identities: Customize Fin's avatar and name for each brand in the Messenger.
Key benefits:
- Greater efficiency for support teams and cross-team collaboration in a single workspace.
- You can assign conversations to any teammate and provide support to customers across all your brands.

You can also use a combination of both methods.

Note:

This article explains how to optimize a single workspace to represent multiple brands. For information on setting up multiple workspaces, see here.
Multi-brand workspaces are available only on specific pricing plans.
A single workspace can support up to 300 brands.
Your additional brands must have unique names.
Each brand domain can only be associated with one brand.
Each brand can be used on a maximum of 25 domains.

Use multiple brands in a single workspace

In Intercom, you can reflect multiple brands in the same workspace through the following capabilities:

Multi-brand messenger

Set up brands in brand settings.
Configure style for each messenger and connect them to your brands.

Multi-brand email

Set up brands in brand settings.
Configure email addresses and domains and connect them to your brands.

Multi-brand help center

Set up brands in brand settings and connect them to each help center.
Configure style for each help center.

Using Fin AI Agent with multiple brands

With Fin Audiences and Identities, you can deliver precise, on-brand support tailored to each customer group. Audiences now control what Fin knows, while Fin identities control how Fin appears in the Messenger. This moves beyond the previous model where Fin’s knowledge was tied directly to a single Help Center. For more information refer to this article, how to create branded Fin experiences with audiences and identities.

How it works:

Fin Audiences control what Fin knows: Audiences are reusable customer segments built from your People/Company data (e.g., plan = Premium, country = IT). You apply an Audience to:

Content: Ensure Fin only uses the right articles for a specific group.
Fin Guidance: Apply the correct tone, rules, and policies for an Audience.
Data Connectors: Choose which external data sources Fin can use for that Audience.
Fin Identities: Control how Fin appears for each brand, by setting a unique Fin avatar and name that customers see in the Messenger. Fin identities currently only apply to the Messenger; support for email is planned but not yet available.

Any content, guidance, or data connector that is not targeted to a specific audience will be available to “Everyone” by default.

Tip: The previous limitation requiring separate workspaces to customize Fin's identity and tone of voice has been resolved. You can now manage this within a single workspace:

Fin's Identity (avatar and name) can be configured per brand in your settings. Fin identities depend on brand and Messenger style: a custom identity will only appear for customers on URLs that use a Messenger style associated with that brand.
Fin's Tone of Voice can be customized for different customer groups using Guidance, which can be targeted by Audience.

Fin over chat (Messenger)

You can set a unique avatar and name for Fin for each of your brands. This is available today for the Messenger channel. While linking a brand to a Help Center still works, the recommended approach is to target all content to a Fin Audience that includes the brand attribute (e.g., Brand is Examply). This gives you more precise control.

Set up brands in brand settings to control Fin’s visual identity and the Help Center your customers see when browsing articles in the Messenger.
Configure style for each messenger brand you want Fin to use, and connect them to your brands.
Use Fin Audiences to decide which content, guidance, and data connectors Fin can use for different brands.

Fin over email

Custom AI Agent Identities (avatar and name) are not yet live for email. Email interactions currently use the brand's address and signature. Currently, Fin's responses over email are scoped only by the Help Center linked to the brand. Audiences do not affect email scoping today, but this is planned for the future.

Set up brands in brand settings and connect them to the relevant help center you want Fin to reference over email.
Configure email addresses and domains and connect them to your brands.
1. Ensure automatic email forwarding is set up and verified.
2. Ensure your domain is connected and authenticated.
3. Select which address "Fin replies from" in Settings > Channels > Email > Email settings > Reply addresses.

Set up relevant brands in your workspace

To get started, head to Settings > Workspace > Brands. You will see your default brand, which uses your workspace name. From here, you can create new brands to represent each unique customer-facing identity. The Brands you set up here are directly connected to multi-brand messenger, multi-brand email, and multiple help centers.

Multi-brand push notifications for conversational support messages (Chats and Posts) or replies sent from the Inbox are also supported. However, this configuration is not connected to brands listed on the brand page.

You’ll already see one brand available. This uses your workspace name and represents your default brand.

The name of the default brand can be edited at the workspace level from Settings > Workspace > General.

Create a new brand

Click New brand to create a new brand.

Brand name

Give this brand a Brand name that will be visible to your customers.

Brand icon

Upload a brand icon which will be used in email notifications for conversation and ticket updates.

Most email clients will render these logos against a white background so we advise the icon / logo you upload here will display well on a white background. We recommend uploading a PNG or JPG image under 1mb. Square images (72px x 72 px) with colored backgrounds work best.

Note: Brand icon is not connected to the Messenger Home logo in your Messenger Style settings.

Brand icon is currently only used for email notifications.
Messenger Home logo is only used in the Messenger.

Help Center

Then select the Help Center you want to connect this brand to. This ensures the correct articles are visible to your customers in the Messenger and used in conversations with Fin AI Agent.

Note:

You can attach one help center to multiple brands e.g. if you have a help center with parent company branding that represents all brands equally.
For instances where you don't need a help center aligned to a particular brand, we recommend creating a new blank help center and leaving it in the 'not live' state (this is the default status for newly created help centers).

Default address

Select a Default address from the dropdown. This is the 'sender' email address this brand will use for notifications and automatic emails.

This replaces what was previously the “default reply address” (one single default email address for a whole workspace).

Finally, click Save to add this new brand.

Next, let your customers contact this brand via the Messenger by creating a style for it, and ensure customers corresponding with you by email enjoy a consistent brand experience using multi-brand email.

If the wrong brand becomes associated with a conversation (e.g. if a customer accidentally emails the ‘wrong’ brand requesting support), teammates can manually change the brand for the conversation from the inbox sidebar under "Conversation attributes". This means their replies will be sent from the default email address associated with the newly selected brand.

Edit an existing brand

To edit an existing brand, go to Settings > Workspace > Brands and select the brand you want to customize. This will open the sidebar settings where you can change:

Brand name
Icon
Help Center
Default address
Messenger styles

Using brands in your workspace

Change the brand assigned to a conversation

If you find the wrong brand has been assigned to a conversation e.g. if a customer accidentally contacted you through the wrong support email address, you can change that in the right sidebar of the conversation in the inbox.

For Messenger conversations, customers will still be able to see the conversation in the original and branded instances of the Messenger. The benefits of making this change would be:

If you have configured multi-brand email and the Messenger conversation falls back to email after a period of inactivity then your customer can see the correctly branded sender email and brand name on email correspondence.
- Important: Ensure that the reply address setting is set to "Inbound Address" to ensure that customers do see the correctly branded sender email and brand name. If reply address is set to "Teammate address" or "Workspace address", the default workspace email address will be used as the sender email instead.
The brand attribute for this conversation will be accurate so it can be picked up by search/views, reporting and workflow brand options wherever available.

For email conversations, changing brand will lead to that brand's default email address being used as the ‘sender’ email for any future correspondence. You can check and configure the default email address per brand in brand settings when you create or edit an existing brand.

Brand support in search and views

If you want to search for all Messenger and email conversations associated with a specific brand, you can do that by selecting the Brand filter in the Inbox search.

You can also create an inbox view that uses the brand attribute by selecting the Brand conversation attribute from the filter dropdown options.

Brand support in Workflows

When creating or managing a workflow, you can use Brand as a condition and to apply rules. See more about using conditions and actions in workflows.

Brand is a conversation attribute when used as a condition, and requires a conversation to have started before it can identify which brand applies.

If you try to use Brand as an audience rule for Workflows that attempt to match before the conversation starts (like "When customer opens a new conversation in the Messenger" or "When customer visits a page"), or for Fin Deploy, the Brand won't be defined and won't match your audience rules as a result.

Instead, you can use Current page URL contains [insert your brand domain] as you can check if the user is on the domain that matches your Brand settings directly.