Announcing the ability to connect custom object records to your brands

Announced on | Rollout starts | Rollout ends
February 3, 2026 | February 3, 2026 | February 10, 2026

Zendesk is excited to announce the ability to use lookup relationship fields to define relationships between custom object records and brands.

This announcement includes the following topics:

What is changing?

Why is Zendesk making this change?

What do I need to do?

What is changing?

Until now, lookup relationship fields have provided a powerful way to build connections between custom object records and Zendesk Support data, but it hasn't been possible to associate custom object records with brands. Now you can connect custom object records to brands, making it easier to keep your data organized.

Why is Zendesk making this change?

This enhancement to lookup relationship fields for custom objects is designed to further integrate your custom data into your Zendesk account and workflows. Using lookup relationship fields to connect custom object records to brands makes it possible to manage your brand-specific Zendesk data and custom data more cohesively.

What do I need to do?

This feature is being rolled out to all plans who have custom objects and multiple brands. To start connecting custom object records to brands, add a lookup relationship field to your custom object and select Brand as the target object. See Defining a custom object's schema with custom fields and Adding lookup relationship fields.

If you have feedback or questions related to this announcement, visit our community forum where we collect and manage customer product feedback. For general assistance with your Zendesk products, contact Zendesk Customer Support.