Managing brands#

Brands are the foundation of the identification system. Every tag, verified domain, IP prefix, and verified ASN connects to a brand. Brands represent the organizations behind internet services.

What is a brand?#

A brand is a record that represents a company, organization, or service provider. When the tool identifies a service in a DNS record, it displays the associated brand's name and color as a badge.

Examples of brands:

Google (for Google Workspace, Google Cloud DNS, Google Public DNS)
Cloudflare (for Cloudflare DNS, Cloudflare CDN)
Microsoft (for Microsoft 365, Azure DNS)
Amazon (for AWS Route 53, Amazon SES, CloudFront)

Brand fields#

Field	Required	Description
Brand ID	Yes	A unique identifier for the brand. Use a short, lowercase string with no spaces (for example, google, cloudflare, microsoft). This cannot be changed after creation.
Name	Yes	The display name shown in badges (for example, "Google", "Cloudflare", "Microsoft 365").
Color	No	A hex color code for the badge background (for example, #4285F4 for Google blue). Defaults to a standard color if not set.
URL	No	A link to the brand's website. When set, the badge becomes clickable.
Location	No	The brand's headquarters or primary location. This is informational and doesn't affect lookups.

Creating a brand#

Go to Brands in the navigation.
Click Add Brand.
Fill in the fields:Brand ID: Choose a short, unique identifier. Use lowercase letters, numbers, and hyphens. Examples: google, aws, microsoft-365.Name: Enter the display name users will see.Color: Enter a hex color code (with the # symbol). Choose a color that represents the brand.URL: Enter the brand's website (optional).Location: Enter the brand's headquarters (optional).
Click Save.

Tips for brand IDs#

Keep IDs short and descriptive: google, not google-llc-alphabet-inc.
Use hyphens for multi-word IDs: digital-ocean, not digitalocean.
IDs are permanent — choose carefully.
IDs are case-sensitive. Stick to lowercase.

Tips for colors#

Use the brand's official color when possible.
Make sure the color has enough contrast with white text (badges show white text on the colored background).
Avoid very light colors — they won't be readable.

Editing a brand#

Go to Brands in the navigation.
Find the brand in the list.
Click Edit in the Actions column.
Change the fields you want to update.
Click Save.

Changes take effect immediately. The next domain lookup will use the updated brand information.

Note: You can't change the Brand ID. If you need a different ID, create a new brand and reassign the associated tags, domains, and prefixes.

Deleting a brand#

Go to Brands in the navigation.
Find the brand in the list.
Click Delete in the Actions column.
Confirm the deletion.

Before deleting a brand, check its dependencies. The admin interface shows how many tags, verified domains, and IP prefixes reference this brand. Deleting a brand may affect associated records.

Brand dependencies#

A brand can be referenced by:

TXT record tags — Patterns that display this brand's badge on matching TXT records.
MX record tags — Patterns that display this brand's badge on matching MX records.
NS record tags — Patterns that display this brand's badge on matching NS records.
Verified domains — Domains confirmed to belong to this brand.
IP prefixes — IP address ranges owned by this brand.
Verified ASNs — Autonomous system numbers operated by this brand.

Use the dependencies view to see all items linked to a brand before making changes.

Bulk operations#

You can create multiple brands at once using the bulk import feature:

Go to Brands in the navigation.
Click Bulk Import.
Provide brand data in the required format (JSON or CSV).
Review the preview.
Click Import.

Revision history#

Every brand change is recorded. To view the history:

Open the brand's detail page.
Look for the Revision History section.
Each revision shows:What changed (name, color, URL, or location)When the change was madeWho made the changeThe previous and new version numbers