Welcome back to another edition of FridAI!

I’m your host, Mike King, CMO, here at AIPRM. Today, I want to talk about brand voice and tone with ChatGPT and why it’s important.

So, a lot of people complain that ChatGPT’s output can be quite generic. And when you want to use this sort of content in the context of a business, there’s a brand that you’ve got to consider. Every brand sounds different, or ideally, every brand sounds different. Even as a small business, you want to make sure that you have a consistent personality or identity that’s being conveyed by your brand. So, as an example, a brand like SAP is going to be more serious than a brand like Google which is still quite serious but is more in the playful direction. Or, a brand like the New York Times needs to come across as an authority, whereas a brand like Cosmopolitan is meant to come across as your friend that’s telling you how to go on dates and things like that.

ChaGPT Can Be Generic

So, that’s when we get into the idea of this concept of brand voice and a brand voice is basically your brand’s unique personality or the way that it’s meant to sound.

In any channel or any sort of content that is communicating with its customers or its audience, a brand voice should be consistent. It should also be memorable and distinct, and it’s typically represented by a brand personality spectrum. As an example, you can be either personable and friendly or corporate and professional. Where you fall on that spectrum is an indication of how you’re going to sound as a brand.

There are all these different dimensions that you need to think about and really go through this process of saying, okay, my brand is more of a fun brand than it is a serious brand. Or, my brand is a more upscale brand rather than more of an accessible brand. As you make these decisions about your brand, this is how you can communicate to other people that are writing for your brand what you consistently want to sound like.

What is Brand Voice?

Then there’s brand tone. Your brand tone is basically the emotional inflection or attitude expressed in a given situation. It can be different per audience, it can be different per context, it can be different in different channels. Just like the brand personality or the brand voice, there’s a spectrum that’s represented there. So typically, people will say something like, you’re either funny or serious, or you might be neutral or irreverent or respectful, or you might be neutral. Again, you want to make a determination of how you want to sound in given situations so that can then be communicated to other people.

What is Brand Tone?

Once you’ve got that, you can also communicate that to ChatGPT. There are really two ways to do it. One, you can do it by defining a specific character or referencing a specific character that you want ChatGPT to act as though it is.

When we talked about how to write a prompt, we talked about that whole mega prompt structure. One of the things is, who’s the persona that you want to reference or act as when it’s writing? So for me, when I want to have something like ChatGPT write as me, I use a character, which is this guy named Marty Kahn from a television show called House of Lies. He’s a very irreverent character, very smart guy, kind of a know-it-all and always has these very witty one-liners when he’s speaking. Being that ChatGPT has that context in its training, it knows to write as that person because I’ve specifically indicated them.

The other way to do it is to define it through description. By that same token, I just mentioned that Marty Kahn is a brash, confident, self-assured character. I can describe that as part of my prompt and then tell it to write in that way.

These two approaches either can work, it’s just that you don’t have as much control when you define it through a character, because that character may have aspects to them that you’re not thinking about. Defining it through description may be the better approach so you can get a more consistent result. Consistency is the whole point of brand voice and tone.

Two Voice Approaches with ChatGPT

In AIPRM, we have a series of writing styles, which is the same as a brand voice. And then you’ve also got tones. These are available in the dropdowns, and you can select it, and then it gets appended to your prompt or any prompt that you’re using. If you don’t select anything, it’s just going to use the default. But if you select one or two of these items, then it’s going to maintain that throughout your whole session.

Voice and Tone in AIPRM

You can also define your own writing styles or voices and tones in AIPRM. It’s really easy to do. Basically, you go to your account page, you scroll down to the bottom, and then you see areas for tones and writing styles.

All you’re doing is giving the adjective or whatever description that you have for that writing style or tone, and then you’re saving it. Once you’ve done that within the interface, you’ll have that added to your dropdown. In my case, I’ve added “brash” as a tone and “conceited” for the writing style. Now those are things that we can access or I can access at any point to add to any prompt that I’m using.

Defining Writing Style and Tone in AIPRM

That’s all we’ve got for today. As always, let me know in the comments what you want to hear about in the next FridAI. We’ve got plenty of things happening at AIPRM.com, so please keep coming back and seeing what we’re up to.

And then, join the conversation also in our community at forum.aiprm.com. That’s all I got for this week. I’ll see you next week on FridAI, AI.

Check out the previous episode of FridAI, Live Crawling and Retrieval Augmented Generation where Mike shows how to overcome ChatGPT’s training data limitations and enhance content output quality with live crawling and retrieval augmented generation.

If you have any problems with the prompts that you’re writing, you just want some input or some feedback from folks, you’ll find what you’re looking for in our AIPRM community.

Think you’ve got what it takes to create the best AI prompt for small businesses? Submit to our contest for a chance at $5000 and tons of other cool prizes. Submissions end Friday, July 7th, 2023.

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