From Brand Bible to brief: staying aligned

ATIYO product documentation · Brand Bible · 7 min read

Strategy lives in your Brand Bible. Production lives in your briefs. The gap between them is where alignment usually breaks: a strategist knows exactly why an avatar wants something, but by the time it reaches an editor, the reasoning has evaporated. This guide walks the full handoff so the thinking travels intact from library entry to finished brief.

What alignment actually means here

A brief is aligned when someone can read it and trace every choice back to your Brand Bible. The avatar comes from the library. The core desire matches that avatar. The angle fits both. The hook expresses the angle. When those links hold, the editor understands not just what to make but why.

The avatar is chosen from the library, not invented for the brief
The core desire is the one that avatar actually holds
The angle connects that desire to the product
The hook is a concrete expression of the angle

Step through the handoff

Here is the sequence that keeps a brief tied to your strategy from the first field to assignment.

Open new brief and select the avatar from your Brand Bible.
Pick the core desire attached to that avatar so the emotional target is explicit.
Choose the marketing angle that bridges the desire and the offer.
Set the awareness level so the editor knows how much the audience already understands.
Write the hook as a direct expression of the angle, not a generic line.
Add the breakthrough memo to explain the insight behind the angle.
Choose the ad type and funnel stage, add any promo, and attach an inspiration link or upload.
Assign the brief and set a due date so it enters production cleanly.

The breakthrough memo is your alignment insurance. A single sentence explaining why this angle works for this avatar prevents editors from drifting toward a generic execution.

Use the brief fields to carry context

Each brief field exists to move a piece of strategy downstream. Awareness level tells the editor how much to explain. Funnel stage tells them what action to drive. Inspiration shows the bar. The more you fill these in from Brand Bible thinking, the less an editor has to guess.

Customize the brief to fit your process

On Growth and Team plans you can use the custom brief builder to add, remove, and reorder fields so your briefs mirror how your team thinks. You can also hide or show brief sections to keep briefs focused, and upload a PDF or DOCX brief if a stakeholder already wrote one. The goal is the same either way: every field should trace back to a library decision.

Carry the brief into the roadmap

Alignment does not end at the brief. Once created, the creative moves onto your Creative Roadmap, where its status, assignee, and due date keep it visible. Anyone can open the card, read the brief, and see the avatar and angle it came from. That traceability is what keeps a whole pipeline on-strategy, not just one asset.

Where alignment breaks and how to catch it

Most drift is catchable at review. Watch for these patterns before a brief goes into production.

An avatar or angle that was free-typed instead of selected from the library
A hook that does not actually express the chosen angle
A core desire that does not match the selected avatar
A missing breakthrough memo, which usually means the insight was never articulated

If a brief needs an avatar or angle that is not in your Brand Bible yet, add it to the library first, then reference it. Never let the brief become the place where strategy is invented.

Next steps

Create your next brief from new brief using only library entries, then track it on the roadmap. For the upstream half of this workflow, read "Keeping every brief on-brand with your Brand Bible," and to structure the library itself, see "Organizing avatars, desires, and angles."