Whether it's on LinkedIn, in a newsletter, or a sales pitch: every brand has its own voice – or should, at least. Especially in the digital space, where communication via AI is faster and more diverse than ever, maintaining a consistent tone of voice becomes a strategic asset. But how can a company with hundreds or even thousands of employees ensure consistency in its brand voice?
The answer may sound surprising, yet it's so simple: Artificial Intelligence (AI).
When used correctly, AI can help create content and ensure that it aligns with the brand voice across the organization - from product descriptions to client documents to the CEO’s posts. The key lies in a conscious, structured approach. And in a clear understanding: No AI-generated content should be released without a human review.
According to a 2024 study by HubSpot, (only available in german) 83% of employees worldwide already use generative AI regularly – many of them for text generation, email formulation, or optimizing marketing content. But AI-powered text generation is no longer just a tool for marketing or corporate communication: Sales, HR, and customer service teams are also using solutions like ChatGPT, Gemini, or Claude.
The challenge: Content creation often happens quickly and without control, and only a small percentage of creators are familiar with the company’s defined tone of voice. What starts as well-intentioned content often results in text that is technically correct but stylistically indifferent. Many AI-generated texts sound the same – generic, interchangeable, and often not reflective of your brand.
To truly make AI a brand ambassador, it needs a framework and clear guidelines. This is where the next step comes into play.
A defined tone is just the beginning. The real challenge is maintaining consistency in daily communication – even when different teams, departments, or international locations are involved.
This is where AI can unlock its potential.
Instead of generating content just once, AI can be strategically used to check whether content aligns with the brand voice.
Whether it’s a marketing email, product text, or internal newsletter: AI can serve as a "voice check," evaluating the tone, suggesting improvements, or rephrasing specific passages – without changing the core message.
Brand voice isn’t a static product; it’s a dynamic process. Markets, target audiences, and platforms evolve – and so should your language. AI helps you remain flexible without losing the essence of your brand.
Rather than entering prompts manually into AI tools like ChatGPT, companies can create custom AI GPTs or agents that automatically ensure content aligns with their brand voice. These agents can be configured with a company’s unique tone-of-voice guide and other style guidelines – embedding the brand voice directly into the content creation process, without needing to restate or fine-tune the tone in every interaction in the AI chat.
Benefits of custom brand voice agents:
Steps to follow:
The tone-of-voice guide should be translated into a precise system prompt that serves as an unchanging framework for each interaction.
Upload the Tone-of-Voice Guide
Upload all relevant documents, guidelines, and text samples into your custom GPT or AI agent.
Clearly Define Audience and Style
“Address young founders, tech talents, or decision-makers in the SME sector.”
“Avoid jargon, use short, clear sentences. Add light, positive humor.”
Incorporate Examples (Few-Shot Learning)
Positive Example: “Our technology adapts to you – not the other way around.”
Negative Example: “Our innovative solution enables significant efficiency gains through modular system architecture.”
Define Formats and Channels
LinkedIn post, product description, press release, website copy – the agent knows the appropriate structure and tone.
Test & Fine-tune
Create sample content, check alignment with the brand voice, and adjust the AI configuration as necessary.
Share & Implement
Make the agent or Custom GPT accessible to all relevant employees. If full access isn't technically feasible, share the configuration to ensure consistent usage across teams. Providing a brief introduction will make it easier for everyone to get started.
To create consistently brand-compliant content, it’s beneficial to separate the creative writing process from the strict brand review – ideally with two specialized AI agents or GPTs. The first agent (“Creator”) focuses solely on content, creativity, and audience engagement. The second agent (“Brand Compliance”) reviews the text according to clear rules and style guides, highlighting deviations and offering suggested changes. A human should then decide whether to implement those suggestions.
The more AI agents or GPTs work in succession without human involvement, the greater the chance the content won’t meet the requirements.
This approach improves quality, makes deviations transparent, and facilitates continuous optimization of brand communication.
Role & Task:
You are the brand-voice compliance assistant for [Company Name]. Your only task is to check existing texts against our tone-of-voice guide. Only in cases of deviation will you provide brand-compliant suggestions for modification.
You do not create new content. The rules from the tone-of-voice guide take precedence over all other adjustments.
Audience:
[Insert target audience description – e.g., “Young founders, tech talents, and decision-makers in the SME sector”]
Tone & Style (criteria to check):
Brand voice guidelines:
Examples:
Mode of operation:
Analyze the given text sentence by sentence against the tone-of-voice guide.
Identify violations of style, tone, word choice, structure, or audience engagement.
List all violations in the review report, including:
Output format:
[REPORT]
- Number of violations found
- List of deviations with reference to rules, problems, and suggested corrections
Tip: When planning to use specialized AI tools for creating presentations, ensure:
This will ensure that not only the AI-generated text but also visual content perfectly aligns with your brand.
Even if GPTs and agents are well-configured, the final responsibility lies with humans. Critically check all AI-generated texts – both stylistically and substantively. Ask yourself:
AI provides a strong foundation – but the finishing touches and final approval should always be in human hands.
AI isn’t a threat to your brand voice – it’s an opportunity. When used correctly, it helps carry your brand's tone throughout the organization. It provides clarity, consistency, and creative possibilities.
But the best results come when humans and machines work together. Make AI your colleague, not your replacement.
If your brand doesn't yet have a tone-of-voice guide, AI can support you in creating and shaping one – through a process that is data-driven, collaborative, and iterative. To help you get started, we've prepared a straightforward checklist for creating a brand voice guide that covers the most important steps.
With tools like empower®, you can embed your brand standards directly into your Microsoft 365 environment. This ensures they become a practical part of your daily operations – not just a document, but a living part of your company culture.