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Training AI (and your coworkers) to write in your brand voice

How to use AI to amplify your brand voice instead of eroding it

Author

Mariah Parker
July 20, 2023

Happy Friday Junior, Collaborators! A special thank you to Evelyn for asking the question that led down the rabbit hole to this week’s post.

It’s likely that lots of people at your company are using AI.

Your salespeople could be using AI to write their outbound emails. Your CEO might have used it for that suspiciously robotic internal update.

For better or worse, AI is transforming your internal and external communications. As stewards of our brands, we need to consider how AI use across organizations affects brand voice.

There are times when using AI can go wrong for your brand. Very wrong.

And we aren’t just talking about high-profile AI disasters. If generative AI isn’t trained properly, AI-assisted emails, social media posts, and communications can erode your brand.

However, AI can also help your teams write in your brand voice. AI’s impact comes down to how you use it.

This week, let’s transform AI-assisted content from a brand challenge to an opportunity:

THE DEEP DIVE

Setting brand standards for AI

Crystallize brand guidelines

Before you incorporate AI into your brand guidelines, you need to make sure your brand guidelines are ready for prime time.

If you do not have updated brand guidelines, here are a few great places to start:

Ideally, you should involve team members from multiple departments in setting brand standards. Getting buy-in for your brand standards is the single most important step. If the rest of the team does not support the brand standards, they will not apply them when using AI.

At the end of this process, you should have text defining your brand voice that you can share with an AI model.

Train AI on brand standards.

Once your brand standards are in place, it is time to use them to train a generative AI tool to write, draw, or create in line with them.

If you want to skip the prompting process, Jasper offers a great tool that generates content in your brand voice.

See this week’s “Prompt of the Week” below for a step-by-step guide on teaching AI to write in your brand voice.

Provide feedback

You may not like the first results that you see from the AI algorithm. That is completely normal. It is important not to give up here–a few tweaks can significantly improve your results.

Ask for what you want. “Can you make this text warmer?” “Can you revise the article to sound more like a trusted friend instead of a university professor?”

Once you’re getting the results you want consistently, it’s time to share your prompts with the team.

Share training prompts with team members

Your team members may need a helping hand to set them up for success. Share the prompts you have created with them, and provide a few suggestions on how to adopt the brand voice prompts to their specific use cases.

Require human review

Even when an AI chatbot or tool has been trained on your brand guidelines, it may make mistakes. Ensure your team has the understanding of your brand to check AI’s work.

PROMPT OF THE WEEK

Training AI chatbots to write in your brand voice

Start with the following prompt:

Can you help me write [materials] in [COMPANY] brand voice? First, you need to understand [COMPANY] brand voice. To start, please say “confirmed”. I will send you [COMPANY] brand voice guidelines. When I am done, I will say “finished”. At that point, please summarize the [COMPANY] brand voice.

After the chatbot responds:

[Text summary of brand voice or brand guidelines.]

finished.

The chatbot will reply with a summary of your brand voice.

Check the summary closely. Is there anything that is incorrect, or new? Give the chatbot feedback on inaccuracies in the summary and anything else you want it to improve.

Can you change “X” to “Y”? “Z” is incorrect. Please remove “Z.” Once you are finished, please summarize the [COMPANY] brand voice using this new information.

Finally, once the chatbot is summarizing your brand correctly, it’s time to generate copy! Ask for the copy you want as clearly as possible, and say that you want the copy to be in your brand voice. Here is an example:

Using the [COMPANY] brand voice, create copy for 10 Facebook ads. The ads should be 1-3 sentences long, they should emphasize [key value proposition], and they should include a hook that captures the reader’s attention.

AI NEWS FOR BUSY MARKETERS

Another day, another ChatGPT competitor