DocumentationGenStudioUser Guide

GenStudio for Performance Marketing Brands

Last update: Mon Dec 09 2024 00:00:00 GMT+0000 (Coordinated Universal Time)

A brand distinguishes an organization, product, service or concept from others. Some aspects of a brand are objective, like a logo, while others are subjective, like tone of voice.

GenStudio for Performance Marketing uses the wealth of brand information from your brand, partners it with Product and Persona information, and builds out a comprehensive brand identity. This brand identity is used to inform the creation of on-brand content using Adobe’s generative AI technology.

Manage Brands

After adding brand guidelines to GenStudio for Performance Marketing, you can manage and publish them. Publishing makes them available for your team to use in asset generation.

Brands can be in either a Unpublished or Published state. New brands start as Unpublished.

You must publish a brand to make it available for asset generation by your team.

Published brands can be edited (changes are immediately available), duplicated, or unpublished. Only published brands can be used to create and validate content. See Manage brands.

Deleted brands are archived for 30 days and can be recovered within that period.

Brands guidelines

Guidelines give GenStudio for Performance Marketing a clear picture of your brand-specific approach, tone, visual feeling, and more.

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The following guidelines sections detail each guidelines category, examples guidelines, and potential results. The guideline examples are sample inputs that shape the results output (result examples below)—use them to inform your own brand guidelines.

Brand voice guidelines

The following table shows each category of brand voice guideline and guideline examples.

Guideline category
Description
Best practices
Tone of voice
Brand’s personality as expressed through written communication
Use descriptive words to clearly convey brand’s emotion and tone.
Examples: “genuine”, “playful”

Be concise (3-6 guidelines) and focus on key brand voice attributes.

Select words/phrases that are consistent across communication channels to build coherent brand identity.
Brand values
Principles that drive brand culture, customer experience, and business strategies
Use descriptive words to convey brand’s mission, vision, and audience needs.
Examples: “authenticity”, “inspiring”, “progressive”

Be concise (3-6 guidelines) and focus on core brand values/themes.
Editorial guidelines
Communication guidelines defining best practices for crafting brand messaging
Use positive phrasing (5-10 guidelines) to establish a strong foundation.
Examples: “Use simple, accessible language” instead of “Avoid using jargon”

Provide clear and actionable guidance.
Examples: “Keep sentences under 20 words” instead of “Be concise”

Reflect your brand’s style, such as using specific syntax preferences.
Examples: “Use an em dash instead of a colon”, “Use sentence case”

Craft precise guidelines that maintain consistency across outputs.
Editorial restrictions
Communication guidelines defining what to avoid in brand messaging
Use direct negative phrasing (5-10 guidelines) to specify what should be avoided.
Example: “Avoid using…”

Provide clear and actionable guidance.
Example: “Avoid rhetorical questions”

Channel guidelines

Each channel has certain inherent guidelines that influence channel asset composition.

The following table shows each channel section, channels for which it is available, description of the section, guideline examples, and example results.

Sections
Channels
Description
Best practices
General
email, social ads
A second subject line or email preview text
Define overall tone/emotion to be consistent throughout email (2-5 guidelines).
Examples: “Maintain a friendly and approachable tone”, “Avoid overly formal language”
Subject
email
A compelling and interesting title to summarize the content of an email
Provide specific guidance (2-5 guidelines) on tone, length, etc. Add previously successful subject lines in Examples section for better quality output.
Example: “Align subject with email body”
Preheader
email
A second subject line or email preview text
Provide specific guidance (2-5 guidelines) on tone, ideal length, etc. Add previously successful preheaders in the Examples section for better quality output.
Example: “Limit to 60-80 characters”
Headline
email, social ads, display ads
A title or phrase to grab the reader’s attention
Provide specific guidance (2-5 guidelines) on tone, ideal length, etc. Add previously successful headlines in Examples section for better quality output.
Examples: “Use punchy statements to grab attention”
Body
email, social ads, display ads
Marketing content that includes message, links, and images
Provide specific guidance (2-5 guidelines) on tone, ideal length, etc. Add previously successful copy to Examples section for better quality output.
Examples: “Limit to 80-100 characters”, “Avoid excessive acronyms”
CTA
email, social ads, display ads
(Call to Action) An instruction given to the reader that inspires a response. Usually one or two words, such as Get started
Provide specific guidance (2-5 guidelines) on tone, ideal length, etc. Add previously successful copy to Examples section for better quality output.
Examples: “Do not use end punctuation”

Brand validation

In GenStudio for Performance Marketing, brand validation plays a crucial role, in conjunction with the generative AI functionality of Brands, Products, and Personas. It ensures that all your content remains consistent with your brand identity.

See Brand validation.

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