An AI-ready brand foundation that lets more people across the organisation write with AI without losing tone, direction or credibility. Marketing owns the voice. The whole organisation uses it.
Getting AI to write quickly and efficiently isn't particularly hard anymore. Getting it to feel like you, hit exactly right and not drift off into something generic, that's where it gets hard for real.
The good news is that you can build this away. With the right foundation, AI can sound like you, even when someone new on the team is the one prompting.
Angelika · GrowingSmartWe design the engagement in three levels depending on where you are today. We set the investment together once we understand the scope.
For those who already have a clear brand foundation but need to make it usable in AI.
For marketing and communications teams that want to start using AI in real processes.
For those who lack a clear brand platform or need to build both brand and AI structure at the same time.
It can become a skill, a guideline document, a custom GPT or another solution depending on the tools you work in. Once the foundation is in place, it can be connected to different processes, for example content, sales, webinars, campaigns or customer communication.
Your brand voice in an AI format you can actually use.
Your audiences and their language, documented for AI.
Your messages and positioning so AI can reuse them.
Your writing rules translated into instructions AI understands.
Concrete comparisons so AI knows what's approved and what isn't.
Guidelines for different contexts: campaigns, customer communication, sales and webinars.
Clear criteria for what you consider publishable content.
Guidelines for how AI should think before it writes, not just what it writes.
We've spent many hours understanding and building away AI's default language. AI Brand Intelligence is a system that gets AI to work the way a knowledgeable person in the organisation would. More comprehensive than a prompt or a short guide.
What I enjoy most about setting the foundation with clients is seeing the shift afterwards. People start noticing what generic text sounds like and sharpen their own writing. Managers stop rewriting AI drafts because the support comes before the text is passed on. More people also feel confident representing the organisation when they know the text already holds the line before it's published.
That's where the real gains are. People listen to people. When the confidence is built into the tool, ten people can tell your story instead of one.
Most companies already have brand platforms, tone of voice guides and writing rules. They work well for people who already know the brand. For AI, it's rarely enough, and it shows in the content.
When the instruction is unclear, AI pulls the default language from its training data. The result comes out polished without sounding like you, and the difference usually shows immediately in the text.
When more people produce with AI at the same time and the brand foundation isn't AI-ready, it becomes unclear what's approved and what isn't.
New people need to learn both AI and the brand at the same time. Without the right foundation, it takes far too long before they write things you actually want to publish.
AI writing is no longer a marketing question. The salesperson writes their proposal, support writes their customer replies, the manager writes their emails — all with AI. I actually think that's good. The freedom gets things moving.
But without a shared foundation, every text drifts toward AI's default language. Suddenly your voice is being written by twenty people in twenty different chats. None of them are working from anything common.
The problem grows with every channel added. A single AI text that sounds generic is a cosmetic flaw. When your website, emails, proposals and customer service all carry the same voiceless language they reinforce each other. The customer encounters a company without a sender at every touchpoint. What started as a detail becomes a brand risk as AI is used across more and more channels.
You can wrestle with AI, we all do. It learns something about you through memory, but it's hard to control and it doesn't follow your colleagues. That's why I build the rules where they hold — in a skill or a knowledge document that gives the same guidance every time, for everyone who writes.
I regularly invite a small number of people to test a simpler voice package, completely free. You get a personal code, answer 15 questions by voice directly on your phone, and a quarter of an hour later you're done. A few minutes after that you have your own voice package, ready to use in ChatGPT, Copilot or Claude.
It's the same method as the full version, at a smaller scale. You get to experience for yourself what the difference feels like when AI actually knows how you sound.
Want a code? Email me at angelika.strandberg@growingsmart.se and I'll send one.
My name is Angelika Strandberg and I've worked in communications my entire career, including as a marketing and communications director. I've been ghostwriting for leaders and experts long before AI made that a concept, so I know what it feels like when the voice is right.
In recent years I've put the same energy into language models. Today I teach at Berghs, with the courses AI for Communicators and AI for Project Management. The method has been developed in real client engagements with several brands. I'm the facilitator who draws out the material, but you are the source. Your voice is already inside your organisation — my job is to get it out.
A first step toward AI Brand Intelligence. A custom GPT that guides you through structured questions and helps you build a personal tone-of-voice document. Free to use. (Currently Swedish only.)
Structured questions that help you build a personal tone-of-voice document. Then paste the result into your ChatGPT settings and let the AI write like you.
On the problem of generic AI writing and two concrete methods for training AI to write in your own style, including how to build a "style block" and why AI tends to overuse certain punctuation.
Read the full postHere's the thing about the packaging. You're not buying a platform or per-user licences. Everything is delivered in formats you own and can update yourself, built for ChatGPT, Copilot and Claude and for whatever comes after them. Switch tools and the voice comes with you.
When we're done you have both the package and the knowledge to keep it alive. The business changes, the tone is adjusted, new products are added. You should be able to update that without calling me every time. The goal is actually that you won't need me.
Quick answers to what people usually ask.
We take the conversation from your situation. We start by understanding how you work today before we talk about the solution.