> ## Documentation Index
> Fetch the complete documentation index at: https://docs.trycontinuum.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Core concepts

> The mental model behind Continuum — brands, the two agents, organic vs. paid, and the creative loop.

Continuum brings planning, creative production, publishing, and optimization into one place, all scoped to a brand. A few concepts explain how it fits together.

## Everything is scoped to a brand

A **brand** (or brand profile) is the unit everything hangs off of — its [brand book](/brand/overview), connected accounts, media, drafts, and analytics. If you manage more than one brand, you switch the **active brand** from the brand switcher, and the whole app re-scopes to it. Each brand keeps its own identity, integrations, and history.

## The brand book grounds everything

Your **brand book** is a living, AI-generated identity — colors, typography, voice, audience, positioning, and guidelines — first drafted from your website and deepened over time. It's not just reference: the brand book actively **grounds** generations in AI Studio and steers the agents, so output stays on-brand by default. A **brand readiness score** tracks how complete your brand book is; it's informational and blocks nothing.

## Organic and paid are two sides

Continuum splits work into two areas that mirror how marketing teams operate:

<CardGroup cols={2}>
  <Card title="Organic" icon="seedling" href="/organic/overview">
    Plan, draft, schedule, and analyze organic social — powered by the **Organic agent** and a content **calendar**.
  </Card>

  <Card title="Scale (paid media)" icon="arrow-trend-up" href="/scale/overview">
    Run and optimize paid campaigns — powered by **Jaina**, paid analytics, and the optimizer.
  </Card>
</CardGroup>

## Two agents do the heavy lifting

* **Organic agent** — plans posts, drafts concepts, generates plans in bulk, searches your media, and hands work into the calendar.
* **Jaina** — the paid-media analyst. Ask about performance and Jaina returns a structured report: KPIs, insights, and prioritized recommendations.

## AI Studio is where creative is made

[AI Studio](/studio/overview) is an infinite **canvas** of connected **nodes**. You chain prompts, references, and generators (image and video models like Nano Banana and Veo) into a **workflow**, then run it. Outputs land in your [Library](/studio/library) and can be published straight to the organic calendar.

## The creative loop

These pieces form a loop you repeat:

<Steps>
  <Step title="Connect">
    Link your channels and assign accounts to the brand. See [Integrations](/integrations).
  </Step>

  <Step title="Ground">
    Build the [brand book](/brand/overview) that every generation and agent draws from.
  </Step>

  <Step title="Create">
    Generate creative in [AI Studio](/studio/overview) and plan posts on the [calendar](/organic/calendar).
  </Step>

  <Step title="Publish">
    Ship organic drafts and paid campaigns across your channels.
  </Step>

  <Step title="Optimize">
    Read [organic](/organic/analytics) and [paid](/scale/analytics) analytics, then let the agents recommend the next move.
  </Step>
</Steps>

## Key terms

| Term                      | What it means                                                             |
| ------------------------- | ------------------------------------------------------------------------- |
| **Brand / brand profile** | The scope for all work; you can manage several and switch the active one. |
| **Brand book**            | The AI-generated brand identity that grounds generations and agents.      |
| **Brand readiness score** | A 0–100 measure of how complete your brand book is. Informational only.   |
| **AI Studio / canvas**    | The node-based surface where you generate and edit creative.              |
| **Node / workflow**       | A single block on the canvas; a saved graph of connected nodes.           |
| **Creative**              | Produced content (an image, video, or ad). An **asset** is a raw file.    |
| **Draft**                 | A planned organic post in the calendar.                                   |
| **Organic agent / Jaina** | The organic content agent / the paid-media analyst.                       |
| **DCO**                   | Dynamic creative optimization — automated paid actions on your creatives. |

## What's next

<CardGroup cols={2}>
  <Card title="Quickstart" icon="rocket" href="/quickstart">
    Set up your first brand.
  </Card>

  <Card title="Brand book" icon="book" href="/brand/overview">
    Build the identity that grounds everything.
  </Card>
</CardGroup>