3.1 — Finding Your Brand Voice with AI
The most underrated use of AI in marketing
Most businesses don't have a defined brand voice — they just write however feels right on any given day
Most businesses don't have a defined brand voice — they just write however feels right on any given day. AI can help you define, document, and consistently apply a brand voice that makes everything you produce instantly recognisable.
Paste 3-5 pieces of your existing content into AI. Ask: 'Based on these examples, describe my brand voice in detail — tone, vocabulary, what I avoid, what I emphasise. Then write a brand voice guide I can use as a briefing document for future content.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
3.2 — Content Pillars and Themes
The structure that makes content effortless
Content pillars are the 3-5 themes every piece of your content falls under
Content pillars are the 3-5 themes every piece of your content falls under. They make planning easier, ensure variety, and build a coherent brand identity over time. This lesson shows you how to use AI to identify and document yours.
Ask AI: 'I run a [business type]. My target customer is [describe]. Help me define 4 content pillars — the core themes my content should always return to. For each, give me: a name, a description, 5 example post ideas, and a reason why it matters to my audience.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
3.3 — Your Brand Story
Why you built it, who it's for, and why it matters
People don't buy products — they buy stories
People don't buy products — they buy stories. Your brand story is the narrative that connects your origin, your mission, and your customer's problem into something compelling. This lesson helps you craft and test it with AI.
Ask AI: 'Help me write my brand story. I'll answer your questions. Start by asking me: why I started the business, who I built it for, what problem I solve, and what I want my customers to feel.' Answer each question, then ask AI to draft a 300-word brand story.
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
3.4 — Blog and Long-Form Content with AI
Scaling content that builds authority
Blog posts and long-form content are how you build search authority over time
Blog posts and long-form content are how you build search authority over time. This lesson teaches you to use AI to generate topics, create outlines, write first drafts, and optimise for readability — without content that sounds AI-generated.
Choose one topic you could genuinely help your audience with. Ask AI: 'Create a detailed outline for a 1,000-word blog post on [topic] for [audience]. Include: working title, introduction hook, 4 main sections with sub-points, and a conclusion with CTA.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
3.5 — Part 3 Exercise — Your Brand Foundation
Document your brand voice, pillars, and story
Write your brand voice guide, define your 4 content pillars with post ideas for each, draft your 300-word brand story, and outline three blog posts you could write this month
Write your brand voice guide, define your 4 content pillars with post ideas for each, draft your 300-word brand story, and outline three blog posts you could write this month.
Four-part exercise: (1) Generate your brand voice guide from existing content. (2) Define and document your 4 content pillars. (3) Draft your brand story. (4) Create outlines for 3 blog posts.
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.