AI-Assisted Positioning and Brand Voice: Staying Consistent Across Channels

What “AI-Assisted Positioning and Brand Voice” Means (in Practice)

Positioning is the promise you make (who it’s for, what problem you solve, why you’re different). Brand voice is how that promise sounds everywhere—email, landing pages, ads, support articles, and social. When you use AI to draft content, the risk is not “wrong grammar”; it’s subtle drift: different terms for the same thing, inconsistent confidence levels in claims, mismatched formality, or CTAs that don’t feel like you. The goal of this chapter is to turn your existing brand materials into a reusable voice system that you can paste into AI requests, then use to rewrite drafts quickly while staying consistent across channels.

1) Convert Existing Brand Assets into a Concise Voice Rubric

Most brands already have voice clues scattered across assets: a homepage, a few strong campaigns, a founder’s memo, a style guide, sales decks, support macros, and legal/compliance notes. Your job is to extract patterns and convert them into a short rubric that is easy to apply to AI outputs.

Step-by-step: Build a voice rubric from what you already have

• Collect 5–10 “gold standard” samples (the best-performing or most representative pieces). Include at least two channels (e.g., email + paid social) so you can see what changes and what stays constant.
• Highlight voice signals in each sample: sentence length, contractions, humor level, use of jargon, how you handle numbers, how you address the reader, and how you write CTAs.
• Extract “always/never” rules (these become your guardrails). Example: “Always lead with the customer problem” or “Never use fear-based urgency.”
• List approved terminology for your product, audience, and key concepts. Decide the one preferred term for each concept (and the terms you avoid).
• Capture claims language: what you can promise, what you must qualify, and what you must not say (especially in regulated categories).
• Write the rubric in a scoring format so it’s usable during editing (not just descriptive).

Voice rubric template (copy/paste)

Example: Turn messy assets into clear rules

Input assets (what you might find):

• Homepage uses “teams” and “operators,” never “users.”
• Top email campaign opens with a question and uses short paragraphs.
• Sales deck avoids “AI magic” and says “AI-assisted.”
• Compliance note: avoid “guarantee,” “instant,” “cure,” “risk-free.”

Converted rubric rules (what you’ll use):

• Preferred audience term: teams (not users).
• Preferred capability phrasing: AI-assisted (not AI magic, fully automated).
• Openings: question or problem statement in first line.
• Claims: use “can help” + specify conditions; no guarantees.
• Banned phrases: “game-changer,” “revolutionary,” “buy now,” “risk-free.”

2) Create a “Voice Card” Prompt Snippet for Future Requests

A voice card is a short block you paste into any AI request. It’s not a full brief; it’s a reusable control layer that keeps outputs consistent even when the topic changes.

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Voice card template

[VOICE CARD — Paste into every request]  Brand voice: {3 adjectives}.  Audience term: use “{preferred term}” (avoid: {avoid terms}).  POV: write in {first/second/third} person; address reader as “{you/your team/etc.}”.  Tone: {formality level}; {humor level}; {confidence level}.  Style rules: sentences mostly {range} words; paragraphs max {1–3} sentences; use contractions {yes/no}.  Vocabulary: prefer {plain words}; avoid {jargon list}.  Reading level: {grade range}.  Claims: use {can help/typically}; no {guarantees/superlatives}; add qualifiers when needed.  CTA style: {low-pressure/action}; examples: “{CTA examples}”.  Banned phrases: {list}.  Inclusivity: avoid stereotypes; use neutral examples; avoid ableist idioms.  Compliance notes: {required disclaimers or restrictions}.  Output must match this voice exactly.

Example voice card (filled in)

[VOICE CARD — Paste into every request]  Brand voice: practical, warm, no-fluff.  Audience term: use “teams” (avoid: users, end-users).  POV: second person; address reader as “you” and “your team.”  Tone: conversational professional; light humor (optional); confident but not hypey.  Style rules: sentences mostly 8–16 words; paragraphs max 2 sentences; contractions yes.  Vocabulary: prefer plain words (use, build, ship, measure); avoid jargon (synergy, leverage, world-class).  Reading level: Grade 7–9.  Claims: use “can help,” “often,” “typically”; no guarantees or “best/#1”; quantify only if verifiable.  CTA style: low-pressure, specific; examples: “See how it works,” “Get the template,” “Compare plans.”  Banned phrases: game-changer, revolutionary, buy now, risk-free, unlock your potential.  Inclusivity: avoid gendered assumptions; avoid ableist idioms (crazy, blind spot).  Compliance notes: avoid medical/financial guarantees; don’t imply outcomes are automatic.  Output must match this voice exactly.

3) Practice Rewriting: Revise a Generic AI Draft into Brand Voice

AI drafts are often “technically fine” but voice-neutral. The fastest way to fix this is to rewrite with explicit constraints: sentence length, formality, vocabulary, reading level, and claims language. You can do this in two passes: (1) structural edits (what to say, in what order), then (2) voice edits (how it sounds).

Generic AI draft (example)

“Our platform leverages advanced AI to revolutionize your marketing workflows. Users can generate high-quality content instantly across channels, improving engagement and driving conversions. Sign up today to unlock powerful features and stay ahead of the competition.”

Rewrite instructions (specific and enforceable)

• Sentence length: 8–16 words; no sentence over 18 words.
• Formality: conversational professional; contractions allowed.
• Vocabulary: replace vague hype (“revolutionize”, “powerful”) with concrete verbs.
• Reading level: Grade 7–9; avoid jargon like “leverage.”
• Claims language: remove guarantees; use “can help” and add conditions.
• CTA style: low-pressure; specific next step (not “sign up today”).
• Terminology: say “teams” (not users); say “AI-assisted” (not magic/instant).

Brand-voice rewrite (example output)

Marketing work gets messy when every channel needs a new version. Our AI-assisted tools can help your team draft faster and stay consistent. You’ll still review and edit—but you’ll start with a cleaner first pass. Want to see a few examples for email and ads?

Editing method: a quick “voice pass” you can repeat

• Replace hype words with measurable or observable outcomes (faster drafts, fewer rewrites, clearer structure).
• Swap abstract nouns for verbs (replace “optimization” with “improve”).
• Normalize claims with qualifiers (“can help,” “often,” “in many cases”).
• Align terms to your glossary (teams, customers, members—pick one).
• Match CTA tone to your brand (invite, don’t pressure).

4) Consistency Checklist for Marketers (Before You Publish)

Use this checklist when reviewing AI-assisted drafts. It’s designed for fast scanning across channels.

Terminology

• Are product features named exactly as in your website/app?
• Are you using the preferred audience term consistently (e.g., “teams”)?
• Did you avoid internal jargon or acronyms that new readers won’t know?
• Are competitors referenced appropriately (or avoided, if that’s your policy)?

Claims language

• Are claims accurate and supportable (no “guaranteed,” “instant,” “always”)?
• Are numbers sourced or clearly framed as typical ranges?
• Did you avoid unverified superlatives (“best,” “#1,” “leading”)?
• Is the role of AI described correctly (assistive vs. fully automated)?

CTA style

• Does the CTA match your brand pressure level (invite vs. push)?
• Is the CTA specific (what happens next) rather than generic (“learn more”)?
• Is there only one primary action per asset (especially in ads)?

Inclusivity

• Is the language respectful and neutral (no stereotypes or assumptions)?
• Are examples inclusive across roles, industries, and backgrounds?
• Did you avoid ableist idioms and loaded descriptors?

Compliance notes (adapt to your industry)

• Are required disclaimers included where needed (pricing, results, limitations)?
• Did you avoid restricted claims (health, finance, legal outcomes, etc.)?
• Are testimonials or results framed correctly (not typical unless proven)?
• Is data/privacy language aligned with your policy (no overpromising)?

Exercise: Rewrite the Same Paragraph for Two Channels (Email vs. Paid Social) Using One Voice Rubric

Voice rubric to preserve (use this for both): practical, warm, no-fluff; second person; 8–16 word sentences; Grade 7–9; “teams” terminology; “AI-assisted” phrasing; no hype/guarantees; low-pressure CTA.

Base paragraph (neutral draft to adapt)

“Creating consistent content across channels takes time. Our AI tools help you generate drafts quickly so you can focus on strategy. Try it now to improve your workflow and publish more often.”

Channel A: Email version (more context, still concise)

Subject: Keep your voice consistent—without extra rewrites

Keeping every channel on-brand takes more time than it should. Our AI-assisted tools can help your team draft faster and stay consistent. You start with a solid draft, then edit like you normally would. If you want, I can share a quick example for email and ads.

CTA: See the examples

Channel B: Paid social version (tighter, punchier, same voice)

Every channel needs a new version. That’s the slow part. AI-assisted drafts can help your team move faster—without losing your voice. Want a few ready-to-edit examples?

CTA: Get examples

Self-check (apply the checklist to your two rewrites)

• Did both versions use the same key terms (teams, AI-assisted)?
• Did you keep sentence length within the target range?
• Did you avoid hype and guarantees in both channels?
• Did the CTA stay low-pressure and specific?
• Did the paid social version stay consistent while being shorter?