> ## Documentation Index > Fetch the complete documentation index at: https://firespark.cloud/docs/llms.txt > Use this file to discover all available pages before exploring further. # Brands > Run more than one brand name under a single merchant account. A **brand** is how customers recognize what they are ordering — name, look, and menu identity. In Fire spark, a **merchant** is the business entity; **brands** let that entity operate more than one brand at once without duplicating the whole setup. ## When brands matter | Scenario | Example | | ------------------------------- | -------------------------------------------------------------------------------- | | Multi-brand restaurant group | Same company runs “Burger Co.” and “Taco Co.” as separate customer-facing brands | | Virtual brands from one kitchen | One store fulfills orders for multiple delivery-only brands | | Franchise-style separation | Distinct menu and positioning per brand, shared back office | ## When you can skip this If you sell under **one brand name** everywhere, you do not need to think about brands day to day. Fire spark works with a single default brand. Stores, channels, and menus are enough for most merchants. Brands are an **advanced** configuration. Start with stores and channels; add brands only when commercial strategy requires separate identities under the same merchant. ## What brands affect commercially * **Customer perception** — Each brand can have its own presence on aggregators and owned channels. * **Menus** — Catalogs can differ per brand while sharing operational infrastructure. * **Reporting** — Performance can be viewed per brand when you need to compare concepts. Operations still run through the same POS or RMS. Brands are a commercial and presentation layer on top of shared fulfillment. ## Related concepts Locations that fulfill orders Surfaces where each brand can appear What each brand offers customers Marketing content templates per entity