The brand brief checklist to complete before you generate anything
Most weak AI marketing output is a briefing problem, not a model problem. Here is the minimum context a generator needs before it can be useful.
LazyOne editorial · 28 Jul 2026 · 6 min read
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A generator can only reason about what you give it. When teams describe AI output as generic, the brief is usually missing the four things that make marketing specific: who it is for, what it replaces, what you can prove, and what you are not allowed to say.
1. Audience, in the customer's own words
Write the problem the way a customer would describe it out loud, not the way your category describes it. “My invoices are approved but nobody tells me when” is usable. “Workflow inefficiency” is not.
2. The alternative you are displacing
Every purchase replaces something — a competitor, a spreadsheet, an intern, or doing nothing. Name it. Positioning that does not identify the alternative cannot be differentiated.
3. Proof you actually hold
List only the evidence you can show: a specification, a certification, a warranty term, a named customer who agreed to be named. Anything you cannot produce on request should be marked as needing verification before it appears in copy.
4. Prohibited claims
Categories differ. Cosmetics, supplements, finance and health each restrict language that is unremarkable elsewhere. Record the phrases you must never use as part of the brand profile so every future generation inherits the constraint.
Why this belongs in a profile, not a prompt
Retyping context into a chat window means each output starts from a slightly different brand. Storing it once, versioning it, and approving it means the fifth ad reads like the first.