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Updating Salesforce terminology and updating your company’s brand voice are different jobs. Use Agentforce for Salesforce’s agentic layer and the CRM interface formerly called Einstein Copilot, while retaining Einstein where Salesforce uses it for the broader AI platform or a named feature. Separately, configure and assign brand kits in Marketing Cloud Next so generated emails, landing pages, forms, and SMS follow your organization’s identity and guardrails. There is no documented Salesforce action that rewrites every field, cloud, template, published asset, and external channel at once, so treat this as an inventory-led change with a separate republishing plan.
Start by separating the two updates
Most organizations use “Salesforce branding update” to mean one of two workstreams:
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| Workstream | Owner | What changes | Primary mechanism | How changes propagate |
|---|---|---|---|---|
| Salesforce product terminology | CRM administrators, product owners, technical writers and training teams | References to Agentforce, Einstein and named capabilities | Editorial review and controlled edits in each asset or system that contains the text | Update each occurrence or connected asset; do not assume a universal find-and-replace |
| Your organization’s brand voice and visual identity | Marketing, brand owners and Marketing Cloud contributors | Company name, tone, colors, fonts, buttons, layouts, knowledge guidance and guardrails used by content generation | Marketing Cloud Next brand-kit settings | Activate the kit, assign it to supported content, then review and republish existing content when necessary |
Run the terminology audit first or in parallel with the brand-kit work. A brand kit can make new content sound like your company, but it does not correct a stale product name in an old email template, a custom object, a prompt, a help article or an external website.
Use Agentforce and Einstein precisely
When “Agentforce” is the right name
Salesforce’s Partner Branding Guidelines identify Agentforce as the brand for the Salesforce platform’s agentic layer. The same guidance says the Agentforce interface inside Salesforce CRM was previously called Einstein Copilot. In current customer-facing copy, product documentation and training, refer to that interface and its agentic capabilities as Agentforce.
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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
Use the proper noun when a sentence describes the product itself, an Agentforce agent, or a task an Agentforce agent performs. Keep capitalization consistent: Agentforce, not “Agent Force” or a generic lowercase “agentforce.”
Why you should not replace every “Einstein” reference
Salesforce describes Einstein as an umbrella brand for its artificial-intelligence and machine-learning capabilities. Agentforce builds on the Einstein Platform but emphasizes agentic workflows. Current Salesforce compliance material lists both Agentforce and Einstein features, including feature names that still contain Einstein.
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- Keep Einstein when it is part of an official feature, platform or capability name that Salesforce still uses.
- Use Agentforce when the text refers to the agentic product or the CRM interface formerly called Einstein Copilot.
- Rewrite a sentence only after checking the current Salesforce product or compliance documentation for that exact feature.
- Preserve historical wording in audit records or release notes when it is needed to explain a past name; add the current name on first mention.
Audit every place that can display an AI reference
Salesforce documentation does not establish a single bulk operation that updates every CRM field, cloud, published asset and external surface. Build an inventory before editing so that a search-and-replace in one workspace does not create a false sense of completion.
1. Define the naming policy
Write a short rule sheet for editors and administrators. State that Agentforce is the current proper noun for the agentic layer and the former Einstein Copilot interface, while Einstein remains valid for the umbrella platform and official feature names. Add an owner and an effective date so reviewers know which terminology standard applies.
2. Inventory internal CRM locations
- Object and field labels, help text, descriptions and picklist values.
- Page layouts, Dynamic Forms labels, Lightning pages and utility-bar text.
- Email templates, letterheads, merge-field text, approval notifications and autoresponder messages.
- Flow screens, validation messages, formula text, Apex or JavaScript string literals, and scheduled-job notifications.
- Reports, dashboards, list views, queues, macros, quick text and in-app guidance.
- Prompt instructions, agent topics, action descriptions, knowledge articles and internal playbooks.
- Permission-set descriptions, administrator runbooks, onboarding material and user training.
Export or document the location, current wording, proposed wording, business owner, reviewer and release date for each finding. The inventory is also your rollback reference if a renamed term turns out to describe a different feature.
3. Check connected and public surfaces
Review Marketing Cloud content, customer portals, help centers, integration payloads, data-warehouse labels, reports exported to customers, sales collateral and your public website. A CRM update does not automatically alter text stored outside the Salesforce org. Where an integration passes a label or description downstream, verify the receiving system after deployment.
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4. Classify before changing
Mark each occurrence as an official product name, a generic description, a historical reference or your own internal nickname. Only the first category should be changed strictly according to Salesforce’s current naming. For generic descriptions, choose language that explains the behavior without implying that every Einstein capability is Agentforce.
5. Review and release in controlled batches
Have a product owner verify terminology and a brand or communications owner verify customer-facing tone. Deploy related changes together, record the release date, and search again after deployment. A second search catches old labels in metadata or templates that were not included in the initial batch.
How to update AI references safely
- Freeze the approved wording. Put the approved Agentforce and Einstein rules in the team’s style guide and administrator runbook.
- Search by exact terms and variants. Include “Einstein Copilot,” “Einstein,” “Agentforce,” capitalization variants and internal abbreviations. Search metadata and source-controlled code as well as visible page text.
- Map each result to its owner. Route a feature label to the Salesforce product owner, customer copy to marketing or support, and code or automation text to its maintainer.
- Check the current official label. Salesforce’s compliance feature inventory and product documentation should decide whether an Einstein name remains unchanged.
- Update dependent instructions. If a flow, prompt or training guide tells users to open an old Einstein Copilot interface, update the navigation and screenshots as well as the noun.
- Test behavior, not just spelling. Run the affected flow, agent action, email merge, report and integration. A text edit can expose a broken link, an outdated permission instruction or a mismatched API label.
- Publish and monitor. Release in a planned window, notify users who rely on the old term, and keep a temporary alias in internal search or documentation when that helps people find the renamed feature.
Do not change API names, managed-package identifiers or integration keys merely because a user-facing label changed. Those identifiers require their own compatibility review and are not established by Salesforce’s branding guidance.
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For Marketing Cloud Next, Salesforce describes a brand kit as 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.
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Before you begin
- Confirm that you are working in the correct Marketing workspace.
- Confirm the intended data space before saving. Salesforce says the data-space association cannot be changed later, so treat this as a design decision, not a setting to experiment with.
- Identify the brand owner who can approve customer-facing language and design rules.
- Gather approved logos or identity text, color and font specifications, tone examples, prohibited claims, legal language, knowledge sources and channel-specific constraints.
- Confirm that your user has the contributor access required to create or edit brand styles in that Marketing workspace.
Create or edit the appropriate kit
- Open the relevant Marketing Cloud Next workspace and select the brand-kit or Brand Center area available in your edition.
- Choose whether the kit should be global or local to the workspace. Use a global kit when several workspaces need the same governed identity; use a local kit when a workspace, region or business line has legitimately different rules.
- Enter the company identity and the preferred tone. Describe tone with usable guidance, such as whether copy should be formal, concise, reassuring or instructional, and include examples of words to use or avoid.
- Set visual styles: colors, fonts, buttons, spacing and layout rules. Keep accessibility and legal requirements in the same written guidance rather than assuming a color or font setting communicates them.
- Add approved knowledge sources and guardrails. State which claims require evidence, which topics are restricted, how products should be named and when content must be escalated to a human reviewer.
- Save the kit, then activate it. An inactive kit is not available to agents for assignment.
Preview generated content before assignment
Generate representative samples for each intended channel and inspect them against the written guidelines. Review the company name, tone, claims, calls to action, colors, typography, buttons, spacing, personalization and required disclaimers. Test a normal request and an edge case, such as a request that could produce an unsupported promise or mention a restricted topic. Tighten the tone or guardrails when the preview is technically on-brand but still too vague, sales-heavy or risky.
Assign the kit to supported content
Assign the activated kit to 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. Keep a record of which kit each asset uses; this makes later audits and regional variations easier.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Global versus local kits: choose deliberately
| Choice | Best fit | Control question |
|---|---|---|
| Global brand kit | A shared corporate identity used across multiple Marketing workspaces | Can one owner approve changes for every team and region that inherits the kit? |
| Local brand kit | A workspace, geography or business unit with distinct approved identity or tone | Are the differences intentional, documented and supported by separate governance? |
| Separate kits by channel | When email, SMS, forms or landing pages require materially different constraints | Does each kit still use the same approved company and product terminology? |
Do not create local copies simply to avoid an approval conversation. Duplicated kits drift: one may retain an old product name, a retired color or an outdated legal instruction while another receives the update.
Changing the default does not rewrite published content
Salesforce states that changing a workspace’s default brand kit does not automatically apply the change to content already published with that default. Existing assets need a separate review and republishing step.
- Open the affected published content.
- Unpublish it according to your workspace’s publishing controls.
- Remove its current brand-kit assignment.
- Select Use Default Brand.
- Save and republish the asset after reviewing the rendered result.
A newly published brand kit associated with a landing page or form may not be visible to visitors immediately because browser cache can preserve the previous version. Check in a private window or after the cache expires, and ask the content owner to verify the public URL.
Make a list of already-published emails, forms and landing pages that matter to active campaigns. Decide whether each should be republished, left unchanged for historical consistency, or retired. Do not republish a regulated or time-sensitive asset without its normal approval.
Governance for ongoing changes
Salesforce says contributors in a Marketing workspace can create or edit brand styles and recommends an approval process for creating, updating and publishing them. Establish an accountable brand owner and a review step whenever a change affects customer-facing language or design. This is a governance practice based on the documented access model, not a claim that every Salesforce org includes one universal approval feature.
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- Owner: one person or team is accountable for the kit and terminology policy.
- Reviewer: marketing, legal, product or accessibility reviewers participate when their area is affected.
- Change record: record what changed, why, which kit or asset was affected, who approved it and when it was published.
- Release check: preview generated output and inspect the final rendered email, form or landing page.
- Periodic audit: search for Einstein Copilot, obsolete Agentforce wording, old colors, retired fonts and references to inactive knowledge sources.
What this workflow does not cover automatically
The cited Salesforce workflow is specifically for Marketing Cloud Next, its documented content types and the permissions available in that product. It does not promise automatic updates to Sales Cloud or Service Cloud fields, custom objects, CRM email templates, external websites, integration payloads or every other Salesforce cloud. For a multi-cloud program, inventory each surface, confirm the behavior in your edition and configuration, and assign a technical owner for any connected system.
Large organizations may need a coordinated CRM content-governance or Salesforce implementation project, but the core decisions remain the same: identify the correct product term, define the approved company voice, configure the supported brand kit, test generated output and republish assets that do not inherit changes automatically.
Quick Recap
Troubleshooting common outcomes
| Symptom | Likely cause | Action |
|---|---|---|
| An Einstein reference was replaced, but the feature name now looks wrong | The occurrence was an official Einstein feature, not a reference to the former Copilot interface | Check Salesforce’s current feature inventory and restore the official feature name where required. |
| New generated copy ignores the desired tone | The kit is inactive, not assigned, or its tone and guardrails are too general | Activate the kit, verify assignment, add concrete examples and constraints, then preview again. |
| An old landing page still shows the previous brand | Published content keeps its existing kit and does not inherit a changed default | Unpublish, remove the current kit, choose “Use Default Brand,” review and republish. |
| The updated form is not visible to a visitor | Browser cache is serving the prior version | Clear or bypass cache, then verify the public page again. |
| A team cannot edit the kit | The user lacks the contributor access required in that Marketing workspace | Ask the workspace administrator to confirm permissions and the correct workspace or data space. |
| CRM copy is updated but an external portal is not | The text is stored or cached outside the Salesforce surface that was edited | Trace the integration or publishing path and update the downstream system separately. |
Release checklist
- Agentforce is used for the agentic product and former Einstein Copilot interface.
- Einstein remains where Salesforce uses it for the umbrella platform or an official feature name.
- Every occurrence has an owner, reviewer and release record.
- The correct Marketing Cloud workspace and irreversible data-space association were verified.
- The appropriate global or local brand kit contains identity, tone, visual rules, knowledge guidance and guardrails.
- The kit is activated and previewed on every intended channel.
- Each supported email, form or landing page is explicitly assigned the kit.
- Already-published assets have a decision to republish, retain or retire.
- External sites, integrations, custom objects and other clouds were checked independently.
- Rendered output, links, permissions, personalization and regulated language passed final review.
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