top of page

Why AI Copy Sounds Off—And How to Fix It with a Brand Voice System

AI is everywhere right now. And it’s tempting to lean on it for copywriting—especially when you’re moving fast or working with a lean team. 

 

But here’s the problem: Most AI-generated copy sounds a little…off.

​

It’s not just you. It’s not that you’re bad at prompting.


It’s that AI is only as good as the instructions you give it—and most teams don’t have clear instructions ready to go. That’s where a brand voice system comes in.

Why AI Copy Sounds Generic

When a human copywriter works with a brand, they usually ask for:

​

  • A brand voice guide

  • Messaging examples

  • Do’s and don’ts

  • Key phrases or words to use (or avoid)

 

AI needs the same thing. But most small teams skip this step—so the AI has nothing personalized to work with.

How a Brand Voice System Fixes This

A brand voice system is a simple way to capture:

​

  • Your brand’s personality

  • Your style and tone preferences

  • Words and phrases you love (and hate)

 

When you have this documented, you don’t have to start from scratch every time you prompt AI.
You can simply reference your guide.

​

Example:
Instead of prompting: “Write a welcome email for our new customers.”

​

Try: "Write a welcome email for new customers using our brand voice. Reference our brand voice guide for style and tone."

​

If your brand voice guide is clear, AI tools can follow it—just like a human writer would.

​

The result? Your copy sounds more like you—and less like ChatGPT’s default setting.

How to Create Your Brand Voice System

If you don’t have this documented yet, don’t worry—you’re not behind.


Most teams run into the AI problem first, then realize they need brand guidelines. That’s why I built The Brand Voice Blueprint. It’s a DIY system that helps you:

​

  • Define your brand voice clearly

  • Capture the right tone and style

  • Create prompts that actually work for AI copy tools

  • Keep your team and tools aligned, without hiring an agency

​

AI is a powerful tool—but it can’t read your mind. When you build a brand voice guide first, you give AI (and your team) the instructions they need to get it right.

bottom of page