You’re probably already familiar with how Persado uses Performance Prediction scores in your Essential Motivation content to indicate how a message is predicted to perform in your industry. We’re excited to roll out an additional scoring feature that will give you more context when selecting what to deploy: Brand Alignment scores.

The Brand Alignment score is a 1 to 5 scale rating of how well a Variant aligns with the model’s understanding of your brand. This score appears underneath the Performance Prediction score so you can consider both how a message is predicted to perform and how well that message aligns with your brand voice.

Like the Performance Prediction score, the Brand Alignment score is intended to help guide your decision-making process when you’re selecting which Variants to deploy to your audience. This score can also help inform the types of edits you may want to make to your content, as it provides context behind the score and recommendations as to what may be misaligned.

Check out this video for a quick look at Brand Alignment scores, or keep reading below for even more details.

Let’s walk through a few scenarios of how you might use the Brand Alignment score. Ultimately, how you use this score is up to you! Our AI is trained to suggest relevant, creative, on-brand content with a high performance probability. You get to choose the option that feels right for your brand for each campaign, and our AI provides tools like the Brand Alignment score and Performance Prediction score to aid your decisioning and make selecting content even easier.

If aligning to your brand voice is your #1 priority, you might consider opting for Variants with higher Brand Alignment scores than Performance Prediction scores. For example, the first Variant below has a slightly higher anticipated performance, but the second better captures the brand voice, so it may be preferable to deploy into market.

Conversely, if you’re prioritizing performance, you’d likely select the first Variant.

Ultimately, you and your team get to decide what's most important for a given campaign, and you might not always prioritize brand voice and performance equally. The scores we provide in Portal are tools to help your decision—whatever you decide!

If a Variant is predicted to perform well, but has a low Brand Alignment score, we recommend checking out the Brand Alignment score explanation to see where you might make edits to the content or generate alternatives.

Conversely, it may be beneficial to try out messaging in market that is slightly different for your brand. You might consider consulting with your internal team as to whether or not to try something new, to validate its performance.

Brand Alignment scores are presented in a range of 1 (lowest score) to 5 (highest score). You can think of these levers as a gradient:

Don’t get too fixated on the number itself—each Brand Alignment score is accompanied by an explanation that provides more context on why a particular score appears. See below for an example.

It's possible that the Brand Alignment analysis will focus in on an aspect of your brand

voice that doesn't matter to you for that campaign. If that's the case, it's ok to disagree with the Brand Alignment score/analysis and use that Variant anyway. You're the expert!

It's possible that the Brand Alignment analysis will hone in on something that seems product or offer specific and you wouldn't consider part of your overall brand voice. Brand voice is complex, and sometimes what you talk about and how you say it can feel like one in the same. If the analysis focuses in on aspects that don't relate to your campaign, then you can consider the brand voice aligned, and use the Variant.

Every message is generated based on your style guidelines, which are created from brand guidelines you submitted and/or historical content for your brand. However, not every output will be perfectly aligned with every aspect of your style. This is because the messages aim to balance relevance, creativity/variety, and performance along with your brand voice. This is also because your brand voice is complex and nuanced, and not every aspect of your style will be relevant for every campaign.

We set up your brand voice as soon as possible in our partnership to reflect your guidelines, restrictions, historical content, and more, so it’s unlikely that you’ll see consistently low Brand Alignment scores. If you are, we recommend flagging this with your account team, but you can also apply the following best practices to improve your results any time: