Building an AI Brand Guide

When it comes to business growth, resource optimization and efficiency are among the most universally accepted strategies.

But there’s another critical driver that’s often underestimated, overlooked, or not considered at all, and without it, the aforementioned efforts can actually work against you:

The ability to grow your business rests deeply in the hands of brand integrity. 

(If this idea is new to you or you want a refresh, we have an excellent blog on the subject.) 

The balance between efficiency and brand integrity becomes even more precarious with the rise of AI-driven content creation. Done right, it accelerates growth. Done wrong, it erodes trust.

So, how do you make AI a tool for both content efficiency and brand-aligned growth?

One simple step you can take today is to start building an AI Brand Guide. It’s a low-lift, high-impact tool that will keep your content consistent and on brand as you grow.

You can use this doc in two ways:

1. Upload it alongside every AI prompt to maintain brand integrity
2. As a tool to help your team develop content or manage and review AI output

Your AI Brand Guide will centralize all voice, tone, and messaging examples, eliminating the need to track down and upload multiple brand assets every time you prompt AI for content creation.

And while most popular AI tools let you upload brand materials to a saved space (like the premium version of ChatGPT, which is shareable, or Claude, which isn’t), creating a centralized AI Brand Guide is still a worthwhile, if not better, option because it gives your team a single, consistent reference point that lives outside any one platform.

What to include in it:

• A clear explanation of your brand voice, including tips, tone, and “we say this, not that” examples.
• Key details from your brand foundation about who you’re speaking to, what they care about, and how your messaging should connect with them.
  
• Core messaging pillars that guide what your content should reinforce.
  
• Strong content samples that represent your voice well (e.g., top-performing headlines, posts, or campaigns).
  
• Writing do’s and don’ts, like preferred structure, taboo phrases, or brand-specific terms.

Developing and using this asset for content generation will help you balance brand integrity and efficiency for more sustainable business growth. 

And if you’re not sure how to define your brand voice or don’t have these foundational assets yet, let’s talk. 

About Sarah Pattisall

Sarah Pattisall’s work is rooted in a lifelong fascination with the intersection of language and technology. That interest led her to brand strategy, where she draws on her academic background in critical theory, psychology, and writing to help businesses communicate with clarity and consistency as they scale.

At Brand3, she’s helped companies in SaaS, insurance, healthcare, and education use AI to define messaging, streamline workflows, and build systems that protect their brand voice. Today, she helps teams craft messaging systems and strategic frameworks that support sustainable growth and consistent brand expression.