# Understanding User Management as a Brand

This article explains the process for effectively creating and managing your account users as a brand. It covers how to *Create Custom Roles*, *Create a User Access Group*, and *Invite Account User*. Following the recommended setup process is important to ensure you avoid having to backtrack steps.

**Step 1 - Create Custom Roles**

* *Custom Roles* enable you to tailor permissions to your account management needs. You'll create them to ensure that they can later be assigned to *User Access Groups*. This step should be done first. While we offer *Predefined User Roles* for convenience, we also allow you to create *Custom Roles* for greater flexibility.
* For details on managing existing *Custom Roles*, refer to the [related article](/brand/what-would-you-like-to-learn-about/account-administration/account-settings/invite-and-manage-users/manage-custom-roles.md).

**Step 2 - Create a User Access Group**

* Once a *Custom Role* has been created, you can assign it to a *User Access Groups*. *User Access Groups* help organize programs with specific roles. Note that only one role can be applied per product. Creating *User Access Groups* is intended to help you manage permissions based on each group’s assigned roles.
* For details on managing existing *User Access Groups*, refer to the [related article](/brand/what-would-you-like-to-learn-about/account-administration/account-settings/invite-and-manage-users/manage-user-access-groups.md).

**Step 3 - Invite Account User**

* The final step is to invite an *Account User* after creating the *Custom Role* (if you haven’t selected a *Predefined User Role*) and the *User Access Group*. Once created, both will be available to add when inviting new users.
* For details on managing existing *Account Users*, refer to the [related article](https://help.impact.com/en/support/solutions/articles/155000004679-manage-account-users).


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