How do I keep the brand voice without sounding robotic?
Hey there. So, you're seeing AI-generated stuff everywhere, right? It feels like it popped up faster than The Flash on a coffee break. And if you're writing for businesses, maybe you're wondering, "Where do I fit in now?". I get it. I work with writers navigating this exact thing.
The truth is, having a real, human brand voice is more important than ever. It's the personality of the business you write for, the thing that helps you connect with their audience.
But sticking to that voice without sounding like a robot? That's the trick. Let's break down how you can help businesses—and yourself—keep things human and consistent.
First Things First: Voice vs. Tone (Not the Same!)
I used to mix these up myself until someone explained it simply.
- Brand Voice: Think of this as the brand's core personality. Is it serious? Playful? Super technical? Like a person, this personality stays pretty much the same no matter what. It’s who the brand is when it speaks.
- Brand Tone: This is how that personality adapts. You wouldn't use the same tone talking to a new customer as you would in a technical manual, right? Same voice, different situation. It’s like adjusting your tone when explaining something complex versus celebrating a win.
Getting this right matters. Consistency builds trust. People expect to hear the same 'person' talking to them across emails, blogs, social media – everywhere. And honestly, while AI can churn out words, it often misses that real personality, that unique human touch you bring. That's your opening.
Building a Voice That Sounds Like a Real Person
Creating a genuine voice isn't accidental. It takes some upfront work, but it pays off.
1. Figure Out Who the Brand Is
I've learned you can't just wing this. You need to help the business figure out its core values. What do they really stand for? How do they want people to see them? Boil it down to maybe 3-5 key personality traits.
But get specific. Don't just say "friendly." Is it "friendly like a helpful neighbor" or "friendly like your sarcastic best mate"? Defining it clearly, like "enthusiastic but not hyper," helps keep the writing on track.
2. Know Who You're Talking To
This sounds basic, but it's huge. Who is the actual audience reading this stuff? What do they care about? What problems are they trying to solve? How do they talk?
You wouldn't explain motorcycle maintenance the same way to a veteran biker and someone who's never ridden before, would you? Tailoring the voice to resonate with the audience makes the connection stick.
3. Look Around at the Competition
Quickly check out what competitors are doing. Are they all super formal? Maybe a more relaxed, direct voice will stand out. Are they all using jargon? Simple, clear language could be a breath of fresh air.
It's not about copying; it's about finding a unique space.
Keeping it Human, Not Robotic
Okay, you've helped define the voice. Now, how do you make sure the writing feels human, especially when AI tools are tempting?
1. Mix Up Your Sentences
Ever read something where every sentence is the same length? It's. Snooze. Fest. Seriously, varying sentence length makes writing flow better. Short sentences for punch. Longer ones to explain.
It creates a rhythm, like music. Read your stuff aloud – you’ll hear it.
2. Get Specific, Use Examples
Instead of saying a brand is "helpful," show it. Give real examples. Show how the product solves a problem or what makes the service useful. Abstract ideas are fuzzy; concrete examples make things click.
I find that showing, not just telling, makes a world of difference.
3. Use Real Language, Ditch the Buzzwords
AI can sometimes sound... well, like AI. It uses predictable phrases. If the brand voice is direct, don't use flowery corporate-speak.
If it's playful, inject some wit. Watch out for those phrases everyone seems to be using – find fresh ways to say things. Be authentic.
4. Let Personality Shine Through Word Choice
Simple swaps can add life. Instead of "Our service improves efficiency," maybe try "Our service helps you cut through the clutter." Small changes make the writing feel less like a manual and more like a conversation.
Making it Stick Across the Board
A great voice is useless if it only shows up sometimes. Consistency is key.
1. Write It Down: Create Guidelines
This is essential. Create a simple guide that outlines the voice traits, the do's and don'ts, tone for different situations, and lots of real examples. This helps everyone stay on the same page, whether it's you, another writer, or even someone on the marketing team.
2. Collect Good Examples
Keep a swipe file of content that really nails the brand voice. It's great for inspiration and showing others exactly what to aim for.
3. Check In and Refine
Set up a way to review content. Does it match the guidelines? Where can it be improved? Things change, so revisiting the voice guidelines now and then keeps them relevant.
Working With AI (Not Against It)
Look, AI isn't going away. I believe in taking responsibility and adapting. So, how can you use it without losing that human touch?
1. Train the AI (If You Use It)
If you or the client use AI tools, feed them good examples of the brand voice. Don't just give generic prompts. Give it stuff that already sounds right. It might give you a better starting point.
2. ALWAYS Edit With a Human Eye
AI can draft, but you refine. Your job becomes even more about adding nuance, checking facts, ensuring the tone is right, cutting the waffle, and injecting those unique insights AI can't replicate. Think of AI as a (sometimes clumsy) assistant, not the boss. You’re still the strategist, the one ensuring quality and connection.
Why did the AI break up with the human editor? It said they had too many "creative differences"! (Sorry, had to sneak one in).
Wrapping Up: Your Voice Matters
In this world buzzing with AI, your ability to craft a genuine, human voice for a brand is your superpower. It’s not just about stringing words together; it's about creating connection, building trust, and showing the personality behind the logo.
When you focus on understanding the brand, knowing the audience, and applying these techniques, you create content that resonates—content that AI, frankly, struggles to match in depth and authenticity.
Keep honing that skill. Keep it real. That's how you'll continue to provide value that businesses truly need.