Many companies struggle with inconsistent brand communication. Let's look at a real example: A British technology company we worked with had this exact problem.

On LinkedIn, they used complex business language. On Instagram, they wrote like social media influencers, and their website was full of technical corporate terms. Why? Different team members managed each channel, and they had no clear guidelines for their messaging - whether written by people or AI tools.

This inconsistency had a clear negative effect: their audience stopped trusting them. Think about it - would you trust someone who changes their personality depending on who they're talking to?

In 2025, this is a common problem. Many companies don't have clear documentation for their brand's tone of voice. They think they need to sound completely different on each platform. However, successful brands take a more strategic approach: they maintain one consistent brand personality and make minor adjustments for each platform. These companies use clear brand voice guidelines and messaging systems to keep all their communications aligned- and train their AI with that guideline system.

To help marketing/ comms teams create better brand communication, here are three key elements of modern brand voice in the age of AI.

1. The Strategic Foundation: Creating Your Brand Voice

Your brand voice requires strategic development before implementation. This means creating clear brand personality guidelines and aligned messaging for each touchpoint - from social media to user manuals.

Your brand voice foundation is built on:

• Market positioning and business objectives

• Target audience needs and communication preferences

• Brand values and emotional territory

Start by mapping your brand's emotional landscape: What core values drive your decisions? What emotional responses should your communication evoke? What personality traits define your brand? These answers create the foundation for your voice strategy.

2.Building a Consistency Framework

Create a systematic approach to voice adaptation that maintains your core identity:

1. Document your brand's fundamental personality traits

2. Develop a tone matrix for different contexts and channels

3. Build clear examples of do's and don'ts

4. Implement regular voice audits across all platforms

3. AI Voice Training: The New Essential

In today's landscape, many brand messages are written or personalized using AI. This makes a coherent tone of voice guide essential for AI training. Your guide becomes a powerful tool that helps AI understand:

• Channel-specific requirements

• Touchpoint adaptations

• Audience expectations

• Content type variations

The New Rules for 2025

1. Consistency trumps platform trends

2. AI serves your voice, not vice versa

3. Authenticity scales through systems, not spontaneity

4. Training matters more than tools

We help our clients define their tone of voice, create comprehensive guidelines, and train their copywriting and content AI. Need help developing your brand voice strategy?

Let's chat.