Define your brand. Before AI does. 

In an ever-evolving marketing era filled with prompts, MLs and NLPs, there’s an increasing need for brands to work harder than ever to differentiate. In fact, there is a “prevailing concern AI’s widespread adoption could lead to homogenized brand experiences.” Thanks for the hot tip, ChatGPT.  

With blog posts and thought-leadership pieces readily available in a matter of mere seconds, we’re primed to reach a pinnacle in messaging overload. Not surprisingly, this will also lead to a rise in more fatigue and disconnect from consumers. But it’s not time to throw in the towel. Far from it. There is one foundational component only your brand can offer – an ownable verbal identity. 

A verbal identity ensures your brand messaging connects back to its overall mission. It also provides more ways for your brand to distinguish itself in the process. When implemented effectively, this will create a fundamental shift across every single brand communication touchpoint. You’ll evolve from thinking about WHAT the message will say – and start pinpointing HOW it will be said.  

Verbal identities have always served as cornerstones of communication. That will remain true – whether crafting copy as a real-life human (hi, we still exist, kind of) or generating it in AI. A clearly established identity will create opportunities to articulate the key characteristics of your voice. It empowers your brand to stay unique, engaging and relevant in the eyes of all your audiences.  

So, how does your brand want to communicate? Now is the time to ask that question. In fact, you can even see where your current voice stands. A quick link to your site in ChatGPT with a prompt like, “Identify the top three core messaging pillars of this brand” will reveal the takeaway that AI, and likely everyone else, has when they walk away from your website.  

Impressed by the pillars that were generated? Great. You’re already on your way to an established voice and have a great jumping off point. Slightly alarmed by the pillars that were revealed? That’s ok, too. Side note: Aren’t you glad you took a few seconds for ChatGPT to scan your site? Now, you can start the process of rewriting your brand’s narrative, structuring your verbal identity in a way and identifying a brand voice that will feel true to your brand today and what it aspires to be in the future.  

Here’s to building a brand voice with messaging that breaks through a growing sea of sameness. If your team could use a little help with a language overhaul, MBB would be happy to get the conversation started.