3. From Style Guides to AI Prompts: A New Workflow
Traditional brand books are making way for tone-optimized AI prompts. Now, brands feed their tone into GenAI platforms as prompt templates and style rules.
🛠️ Suggested Tools:
- Notion AI – Use custom prompts embedded into content workflows for team-wide tone consistency.
- Grammarly Business – Offers real-time feedback on tone and clarity, useful for content and support teams.
📌 Example:
- Mailchimp created a set of pre-engineered prompts in Notion AI that reflect their friendly, slightly weird voice.
- Intuit standardized its GenAI use for customer support, blending helpful tone with formal clarity across tools.
4. Risks and Guardrails: Keeping It Human
GenAI can misfire when left unchecked. Brands must build editorial oversight and maintain emotional nuance. Over-reliance on GenAI risks sounding robotic—or worse, off-brand.
⚠️ Key Guidelines:
- Always include human review for public-facing content.
- Build tone checks into workflows—like Grammarly Business or Writer.com’s tone analysis.
📌 Example:
- Progressive Insurance halted an ad campaign after realizing GenAI-generated copy lacked the empathetic tone Flo is known for—proving even top brands must tread carefully.
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