---
title: Building blocks
slug: tv-emea-madrid-contentlab-2026/building-blocks
docTags: 
createdAt: 2024-10-17T17:03:20.752Z
---

***

Before creating campaigns and content, it helps to understand the building blocks that GenStudio for Performance Marketing uses to keep everything on brand and on message: **Brands**, **Products** and **Personas**. In this section you will explore each one for **Frescopa**.

## Brands

A **Brand** defines how your company looks and sounds, so that every piece of content generated is consistent with your identity. It is the foundation that Products and Personas connect to.

- Navigate to the **Brands** area in the left sidebar.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/KeXKecU9w_auNzGXvud4Q_screenshot-2026-10-06-at-180404.png)

- Click on the **Frescopa** brand to open its details.
- Review the information stored for the brand, such as its guidelines and voice.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/pkuCEuIzmfU6mKxDB3JJZ_screenshot-2026-10-06-at-180709.png)

## Products

A **Product** describes what you are marketing. The details you add here are used to generate accurate, compelling messaging for that product.

- Click on **... More** menu 
- Navigate to the **Products** area in the left sidebar.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/W-0bhFCJ7pmnHzZGapVj5_screenshot-2026-10-06-at-180413.png)

This should show the list of products configured in genstudio.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/IMtUhz8CZjxWSYdStR0pQ_screenshot-2026-10-06-at-180324.png)

- Click on the **TravelBrew** product to open its details.
- Review the fields that describe the product:
  - **Description:** what the product is
  - **Value proposition:** the key benefits you want to communicate
  - **Messaging preferences:** guidance on tone and how the product should be talked about
  - **Brands:** the brand the product belongs to

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/z9VQKcx0LUbnNyXLMR16F_6obmaugjwwou7jjhnpdxv-screenshot-2026-10-06-at-180929.png)

## Personas

A **Persona** describes who you are marketing to. It helps tailor content to the needs, motivations and language of a specific audience.

- Navigate to the **Personas** area in the left sidebar.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/1jzLSS1xbGeUEIvnKzfwE_screenshot-2026-10-06-at-180344.png)

- Click on the **Adventurer** persona to open its details.
- Review the fields that describe the persona:
  - **Description:** who the audience is
  - **Messaging preferences:** how to speak to this audience
  - **Brands:** the brand the persona belongs to

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/zVXHIwBQywJ1a4gH_uQHr_xlbp7g7spw-f2mnfqqfvj-screenshot-2026-10-06-at-181059.png)

:::hint{type="success"}
You now understand how Brands, Products and Personas work together. In the next section you will use them to create a campaign.
:::