The Pasos AI Principles

A foundational set of 7 brand-first rules for using AI with clarity, creativity, and conscience. Rooted in the Pasos philosophy, these principles guide business owners, marketers, and creators to harness AI without compromising brand integrity, ethical standards, or visionary leadership.

1. Always Start with a Brand Alignment Prompt

Every AI interaction must begin with clarity. Use a Branding Prompt that defines your Brand Pillars—Name, Vision, Voice, Values, Offer, Avatar—so AI operates within your identity, ethics, and goals. This protects your voice and reinforces strategic alignment across outputs.

“AI is an instrument of amplification—not identity creation.”

2. Lead with Choice, Not Automation

AI is not your strategist. Prompt it to generate 3–5 strategic directions or creative variations, then evaluate them through your brand’s lens. You are the decision-maker. AI supports exploration, not executive judgment.

“Empowered creators always maintain control of the vision.”

3. Refine Like a Creative Director

Expect the first AI response to be a starting draft. Use short, iterative prompts to refine:
– “Use a bolder tone aligned with our brand voice”
– “Make it shorter but more emotionally resonant”
– “Add references that reflect our core values”

“Iteration is collaboration—build with it, not from it.”

4. Avoid Delegating Visionary Responsibility

Early-stage over-automation is a threat to authenticity. Never let AI make core brand, product, or voice decisions for you. It should support your leadership, not override it.

“AI without direction is just noise—lead with purpose.”

5. Provide Clear Ethical & Creative Constraints

AI thrives when it knows the rules. Set boundaries and formats:
– Platform or channel (email, website, ad copy)
– Length, tone, and audience
– Cultural considerations or exclusions
– Strategic objective

“Constraints are the architecture of consistent creativity.”

6. Build a Prompt Playbook (Prompt Library)

Document what works. Save your best prompts, iterations, and outputs. Organize them by use case (blog post, lead magnet, ad copy) to scale consistency and performance across your marketing and team operations.

“Your Prompt Library is your brand’s internal creative engine.”

7. Audit All Outputs for Brand & Ethical Alignment

Before publishing or using any AI-generated content, verify that it reflects your brand values, emotional tone, and community promise. If it doesn’t sound like you—or uphold your standards—it’s not finished.

“A message that doesn’t sound like you can’t speak for you.”