Training AI to Speak with Your Brand’s Personality
As more businesses join the AI movement, the need to create content that’s both engaging and authentic has become more important than ever. According to Statista, around 73% of marketing departments are already using Generative AI (GenAI) for various tasks. Whether it’s crafting a social media post or a blog post the “voice” you create with GenAI can seriously influence your marketing success.
But what exactly do we mean by “voice” when it comes to GenAI, and how can marketing managers like you make it work for your brand? Let’s dive into the concept of voice in Generative AI, with some nice tips on how to make sure your AI-generated content fits (and hits) the right places.
What’s This “Brand Voice” Anyway?
The Personality Behind Your Words
In marketing, “voice” is essentially the personality and tone that your brand communicates through its messaging. It’s what makes your brand feel familiar and relatable to your audience. Whether it’s formal, friendly, humorous, or authoritative, the voice you choose plays a major role in shaping how people perceive your brand.
Why Should GenAI Care About Your Brand’s Voice?
Generative AI tools, like ChatGPT, can mimic a wide range of voices. The trick is getting them to align with your brand’s specific voice. This is where the magic happens: when GenAI can churn out content that not only fits the context but also nails your brand’s personality, you’ve got a game-changing asset in your marketing toolkit.
Crafting the Right Voice: A Step-by-Step Guide
Step 1: Know your brand’s voice
Before you can train a GenAI to speak like your brand, you need to figure out what your brand’s voice actually sounds like. Here’s how:
- Reflect on Your Brand’s Core Values: Your brand’s core values are the foundation of your voice. They represent what your company stands for and influence how you communicate with your audience. For instance, a company committed to sustainability might adopt a voice that’s conscientious and forward-thinking.
- Understand Your Audience: Who are you talking to? The voice that resonates with millennials might differ from what appeals to an older, more conservative crowd.
- Create a Voice Chart: Create a “voice chart” that points you in the right direction. Map out which values match with which voice characteristics. For example, if transparency is your thing, keep your tone straightforward.
Step 2: Pick the Right Tools
Choosing the right GenAI tool is like choosing the right tool for any job. Here are a few things to consider:
- Customization Capabilities: Let’s be honest—one-size-fits-all rarely fits anyone. The same goes for AI tools. You want a tool that can be tailored to fit your brand’s unique voice. Look for AI tools that let you tweak the tone, style, and voice. Tools like Copy.ai let you create templates that you can modify to better reflect your brand’s style.
- Ease of Use: If using an AI tool feels like trying to assemble something without instructions, you’re going to end up frustrated. Ease of use ensures you can get the most out of the tool without stress. Jasper AI, for example, is known for being user-friendly and easy to integrate into your existing workflows.
- Content Quality: No matter how easy or customizable, if the AI produces content that reads badlyl, it’s not worth your time. You need quality content that sounds natural and aligns with your brand’s voice. Test the AI’s output with several content prompts. Writesonic is a good option if you’re looking for well-structured content that often needs just a little polishing.
Step 3: Train Your AI
Once you’ve picked the right tool, it’s time to train it. Here’s what you need to do:
- Feed It Examples: The more examples you give the AI, the better it gets at mimicking your brand’s voice. Think of it like training a dog—the more treats you give, the better the trick. Except here, the treat is data. Collect content that represents your brand’s voice—whether it’s blogs, social media posts, or emails—and feed them to the AI. The more, the merrier.
- Set Clear Guidelines: AI needs clear instructions, like a GPS. Guidelines ensure the AI doesn’t just replicate your voice but also follows the rules you set. Write down specific guidelines for tone, vocabulary, and style.
- Keep Testing and Tweaking: Continuous testing and tweaking ensure your AI-generated content stays sharp and aligned with your brand. Try to regularly review the AI’s content and compare it with your voice guidelines. Make small adjustments as needed to keep everything on track.
Step 4: Make Your AI Voice Work Across All Channels
The voice you create with GenAI should be versatile enough to work across different marketing channels. Here’s how to adjust the voice for each platform:
- Social Media: On platforms like Twitter or Instagram, your voice might need to be more casual and concise. AI can help generate quick, engaging posts that still sound like you. Customize the AI-generated content to be engaing. Keep it light, but make sure it still feels like your brand.
- Email Campaigns: Email is where you get up close and personal with your audience. A well-crafted voice can make your emails feel like they’re coming from a friend, not a faceless company. Use the AI to generate content that feels personalized and relevant to different audience segments.
- Content Marketing: Long-form content is your brand’s chance to shine as a thought leader. The right voice here can establish authority while keeping readers engaged. Plan out your content strategy with specific voice guidelines for each type of content. For instance, a white paper might need a more formal tone, while a blog post can be a bit more relaxed.
Don’t forget: Keep an Eye on Results!
The guidelines are always changing, and so should your brand’s voice. Regularly review the AI-generated content to make sure it still aligns with your evolving brand identity. If your company goes through a rebranding or shifts its focus, retrain the AI to reflect these changes.
The Future of GenAI and Voice in Marketing (and Why It’s Going to Be Big)
As GenAI becomes more ingrained in marketing strategies, the ability to craft a consistent and compelling voice will only become more important. A McKinsey report even suggests that the use of GenAI in marketing and sales could boost global productivity by $3.3 trillion annually. That’s a lot.
But with great power comes great responsibility. It’s crucial to make sure that the voice generated by AI not only aligns with your brand’s identity but also resonates with your audience in a meaningful way.
Concluding…
The adoption of Generative AI in marketing is no longer a question of “if,” but “how effectively.” By understanding the nuances of voice in AI-generated content, you can conceptualize new levels of creativity, efficiency, and engagement for your brand.
Start by defining your brand’s voice, choosing the right AI tools, and continuously refining your approach to stay ahead in the competitive landscape.
And, before I leave, let me leave you with this: I feel like using GenAI is a bit similar to learning to ride a bike. At first, it might feel hard, and you might fall a few times, but once you find your balance, you’re all set! And just like riding a bike, once you’ve mastered it, you’ll wonder how you ever got by without it.
Feel free to follow me on LinkedIn for more and see you around!
