Multi-Brand Router

Detect and assign the correct business brand to incoming leads based on language, source, geography, and campaign data -- implemented as a reusable n8n sub-workflow and decision logic.

When to Use

• "Which brand should this lead go to?"
• "Route this lead to the right brand"
• "Set up brand routing for a new intake"
• "Lead came in without a brand, assign one"
• Building any new lead capture that needs brand detection

Brand Definitions

Brand	Domain	Market	Language	Focus
guydvorkin.com	guydvorkin.com	Global (US/EU primary)	English	AI Workforce consulting, thought leadership
exportarena.com	exportarena.com	Global trade	English	AI for import/export, trade automation
afarsemon.com	afarsemon.com	Israel	Hebrew	AI solutions for Israeli businesses

Detection Rules (Priority Order)

Rule 1: Manual Override (Highest Priority)

If business_brand is already set on the record, keep it. Manual assignment always wins.

if (lead.business_brand && lead.business_brand !== '') {
  return lead.business_brand;
}

Rule 2: Source Domain Detection

Source Contains	Brand
guydvorkin	guydvorkin.com
exportarena	exportarena.com
afarsemon	afarsemon.com

const source = (lead.source_url || lead.utm_source || lead.referrer || '').toLowerCase();
if (source.includes('guydvorkin')) return 'guydvorkin.com';
if (source.includes('exportarena')) return 'exportarena.com';
if (source.includes('afarsemon')) return 'afarsemon.com';

Rule 3: Campaign/UTM Detection

Campaign naming convention: {brand}_{vertical}_{offer}_{date}

const campaign = (lead.utm_campaign || lead.campaign_name || '').toLowerCase();
const brandPrefix = campaign.split('_')[0];
const brandMap = {
  'guydvorkin': 'guydvorkin.com', 'gd': 'guydvorkin.com',
  'exportarena': 'exportarena.com', 'ea': 'exportarena.com',
  'afarsemon': 'afarsemon.com', 'af': 'afarsemon.com'
};
if (brandMap[brandPrefix]) return brandMap[brandPrefix];

Rule 4: ManyChat Page Detection

ManyChat Page/Bot	Brand
Guy Dvorkin Facebook page	guydvorkin.com
Export Arena Facebook page	exportarena.com
Afarsemon Facebook page	afarsemon.com
Afarsemon Instagram	afarsemon.com

Rule 5: Language Detection

Hebrew text strongly indicates afarsemon.com.

function detectHebrew(text) {
  if (!text) return false;
  // Hebrew Unicode range: \u0590-\u05FF
  const hebrewChars = (text.match(/[\u0590-\u05FF]/g) || []).length;
  const totalChars = text.replace(/\s/g, '').length;
  return totalChars > 0 && (hebrewChars / totalChars) > 0.3;
}

if (detectHebrew(lead.message || lead.notes || lead.name)) {
  return 'afarsemon.com';
}

Rule 6: Arabic Detection

Arabic text may also indicate Israeli market (Arabic-speaking Israelis).

function detectArabic(text) {
  if (!text) return false;
  const arabicChars = (text.match(/[\u0600-\u06FF]/g) || []).length;
  const totalChars = text.replace(/\s/g, '').length;
  return totalChars > 0 && (arabicChars / totalChars) > 0.3;
}

if (detectArabic(lead.message || lead.notes)) {
  return 'afarsemon.com'; // Israeli market
}

Rule 7: Geography Detection

Geography Signal	Brand
Phone +972	afarsemon.com
IP geo: Israel	afarsemon.com
Email domain .co.il	afarsemon.com
Timezone Asia/Jerusalem	afarsemon.com

const phone = lead.phone || '';
const email = lead.email || '';
const geo = lead.geo_country || '';

if (phone.startsWith('+972') || phone.startsWith('972') || phone.startsWith('05')) {
  return 'afarsemon.com';
}
if (email.endsWith('.co.il') || email.endsWith('.org.il')) {
  return 'afarsemon.com';
}
if (geo === 'IL' || geo === 'Israel') {
  return 'afarsemon.com';
}

Rule 8: Industry Detection

Industry Keywords	Brand
import, export, trade, customs, freight, logistics, shipping	exportarena.com
Everything else	guydvorkin.com

const industry = (lead.industry || lead.company_category || '').toLowerCase();
const tradeKeywords = ['import', 'export', 'trade', 'customs', 'freight', 'logistics', 'shipping', 'forwarding'];
if (tradeKeywords.some(k => industry.includes(k))) {
  return 'exportarena.com';
}

Rule 9: Default

If no rule matched: guydvorkin.com (broadest brand, catches all).

AI Classification (Fallback for Ambiguous Cases)

When heuristic rules are inconclusive, use Gemini Flash:

Classify this lead into one of three brands:
1. guydvorkin.com — Global AI workforce consulting (English)
2. exportarena.com — AI for import/export and trade (English)
3. afarsemon.com — AI for Israeli businesses (Hebrew)

Lead data:
- Name: {{name}}
- Email: {{email}}
- Message: {{message}}
- Source: {{source}}
- Location: {{location}}

Respond with just the domain: guydvorkin.com, exportarena.com, or afarsemon.com

n8n Sub-Workflow

Input

{
  "name": "Lead name",
  "email": "lead@example.com",
  "phone": "+972-50-123-4567",
  "message": "Optional message or notes",
  "source_url": "https://exportarena.com/landing",
  "utm_campaign": "ea_logistics_webinar_2026",
  "geo_country": "IL",
  "industry": "Freight forwarding"
}

Output

{
  "brand": "exportarena.com",
  "detection_method": "utm_campaign",
  "confidence": "high",
  "sales_list_slug": "sales_exportarena"
}

Workflow Structure

Sub-workflow Start
  → Code Node: Run detection rules 1-9 in order
  → If confidence == "low": AI Classification node
  → Code Node: Map brand to sales list slug
  → Return: brand, method, confidence, list slug

CRM Actions After Routing

Action	Details
Set business_brand on person	Attio MCP: update_record
Add to brand sales list	Attio MCP: manage-list-entry (add to correct list)
Tag with detection method	Note on record for audit

Sales List Slugs

Brand	List Slug
guydvorkin.com	sales_3
exportarena.com	sales_exportarena (create if needed)
afarsemon.com	sales_afarsemon (create if needed)

Quick Reference

Task	Method
Route a single lead	Run detection rules in order, first match wins
Detect Hebrew text	Check for Unicode range \u0590-\u05FF > 30% of text
Map campaign to brand	Parse first segment of campaign name
Assign brand in CRM	Attio MCP: update_record + manage-list-entry
Override brand	Set business_brand manually, takes highest priority
Build into new intake	Call multi-brand-router as n8n sub-workflow

Testing Scenarios

Input	Expected Brand	Rule
Phone: +972-50-1234567	afarsemon.com	Rule 7 (geo)
UTM: ea_logistics_q1	exportarena.com	Rule 3 (campaign)
Message in Hebrew	afarsemon.com	Rule 5 (language)
Source: guydvorkin.com/blog	guydvorkin.com	Rule 2 (source)
Industry: "Customs brokerage"	exportarena.com	Rule 8 (industry)
No signals at all	guydvorkin.com	Rule 9 (default)

Error Handling

• All detection rules fail: default to guydvorkin.com, flag for manual review
• AI classification returns unexpected value: default to guydvorkin.com
• Sales list doesn't exist: create note on record, alert via Telegram
• Multiple brands match: use highest priority rule (lowest rule number wins)
• Brand field already set to invalid value: override with detected brand, note discrepancy