Case Study - How AI Helped a Brand Find Its Voice

Every brand has a message. But not every brand has a voice.

Voice is what turns plain text into personality. It’s the rhythm, tone, and emotion behind your words that make people feel like they know you before they buy from you.

For many small businesses, that voice gets lost somewhere between “trying to sound professional” and “just trying to post something.”

This is a story about how one small business used AI to find its brand voice, and how you can do the same.

The Problem: A Brand That Sounded Like Everyone Else

Our client, a small eco skincare brand based in the UK, had a beautiful product and a loyal local following. Their visuals were polished, their mission was clear, and their packaging stood out.

But when it came to their captions and emails, something was missing.

Their writing was polite, informative, and perfectly fine, but it didn’t sound like them.

The founder said, “I know what I want to say, but when I write it, it just sounds flat. I want people to feel our passion, not just read about it.”

That’s when we decided to bring AI into the process, not as a replacement for creativity, but as a mirror to help them hear their own voice more clearly.

Step 1: Defining What “Voice” Actually Means

Before we touched a single caption, we had to define what brand voice meant for them.

We used a simple framework:

1. Tone - The emotional quality of the writing (friendly, calm, bold, playful).

2. Language - The vocabulary and phrasing that fits their brand personality.

3. Rhythm - How sentences flow, pause, and build energy.

4. Values - The feeling that runs through everything they say.

We gathered samples of their previous posts, product descriptions, and even customer reviews. Then we fed them into ChatGPT with this prompt:

“Analyse this writing. Describe the tone, rhythm, and personality. What emotions does it convey? What does it lack?”

AI’s response was accurate and honest:

• “The tone is warm but generic.”

• “The rhythm is steady but lacks variation.”

• “The language focuses on products, not people.”

That gave us the starting point.

Step 2: Teaching AI the Brand Personality

The next step was to help AI understand the ideal brand personality, the one the founder used naturally when she spoke about her business.

We asked her to answer three simple questions in her own words:

1. If your brand were a person, how would it talk?

2. What do you want customers to feel after reading your posts?

3. What words or phrases do you naturally use when you describe your brand?

Then we pasted her answers into ChatGPT and asked:

“Based on this input, create a brand voice profile. Include tone, language, rhythm, and emotional triggers. Use it to guide all future content suggestions.”

AI summarised her personality perfectly:

• “Tone: Calm, confident, nurturing.”

• “Language: Sensory and story-led, using natural imagery.”

• “Rhythm: Soft pauses and gentle flow.”

• “Emotional goal: Reassurance and trust.”

Now we had both halves, what the brand was and what it wanted to be.

Step 3: Creating Voice Samples

To bridge the gap, we used AI to rewrite three existing captions in the new tone.

Prompt example:

“Rewrite this caption using the brand voice profile above. Keep meaning and information the same, but express it in this tone and rhythm.”

Original caption:

“Our night balm contains organic lavender oil and is suitable for all skin types.”

AI output:

“Soft as a cloud, our night balm blends organic lavender with calming oils to help your skin unwind while you rest. Wake up to calm, balanced skin and a moment of stillness that lasts.”

The founder’s reaction: “That sounds like us. That’s what I meant to say.”

Step 4: Testing the Voice Across Platforms

Once we had the tone, we tested it across different platforms, Instagram, email, and website copy.

Prompt example:

“Take this brand voice and rewrite this message for Instagram, email, and website. Adapt structure and energy for each but keep tone and language consistent.”

AI adjusted perfectly:

• Instagram: Shorter lines, storytelling imagery.

• Email: Warm greeting, conversational tone, clear CTA.

• Website: Calm, confident product descriptions with sensory language.

This made their communication feel unified for the first time.

Step 5: Creating a Brand Voice Guide

Once the voice was locked in, we turned it into a reusable reference document, a brand voice guide.

Prompt example:

“Create a short brand voice guide based on this personality profile and writing samples. Include do’s and don’ts, tone examples, and guidance for captions and product copy.”

AI created a one-page reference that included:

• Do: Use sensory words, speak directly to the reader, keep rhythm gentle.

• Don’t: Use corporate jargon or exclamation marks.

• Example phrases: “Your moment of calm,” “gentle care for everyday balance.”

This became the brand’s writing compass. Every post since then has stayed on track.

Step 6: Training the Team

The founder wanted her small team to write with confidence too.

We built an internal AI prompt they could use any time they needed help drafting content:

“Act as our brand copy coach. Our tone is calm, confident, and nurturing. Please write or edit this caption so it sounds like our brand voice. Include one sensory detail and keep the structure short and flowing.”

The result? Every team member could now create content that sounded like one voice, not six different people.

Step 7: Tracking the Results

Within one month of using the new voice across posts, emails, and website content, the numbers spoke for themselves:

• 48 percent increase in saves on Instagram posts.

• 35 percent increase in average email click rate.

• More DMs from customers saying things like “your posts are so calming” and “I feel like you get me.”

The biggest win wasn’t just engagement. It was recognition. Customers were starting to describe the brand the same way the founder did.

What This Case Study Teaches

This brand’s success wasn’t just about good writing. It was about self-awareness and consistency.

AI didn’t invent their voice. It reflected it back to them until they could see it clearly.

Here’s what you can learn from it:

1. Voice is strategic. It defines how people feel about your brand.

2. AI is a mirror, not a megaphone. It helps you hear your tone, not replace it.

3. Consistency builds trust. Once your voice is clear, everything you post feels connected.

How to Run Your Own Brand Voice Session with AI

You can do this yourself in under an hour using these simple prompts.

Step 1: Upload your writing samples

“Analyse my tone and language based on these samples [paste captions or emails]. Describe the overall impression it gives. What emotions does it create?”

Step 2: Define your desired voice

“I want my tone to sound more [confident, warm, playful, etc.]. Help me define a brand voice that fits my business and audience.”

Step 3: Compare the two

“Compare my current tone to the ideal one. What’s missing? Suggest practical adjustments to make my writing sound more aligned with the ideal.”

Step 4: Test with examples

“Rewrite this caption in the new voice. Keep it authentic and short enough for Instagram.”

Step 5: Document your voice

“Create a simple one-page brand voice guide based on everything above. Include tone, language, rhythm, and example sentences.”

In less than an hour, you’ll have a living, breathing document that guides your tone and message across every platform.

Case Study Reflection

When we asked the founder what changed most, she said:

“Before, I was trying to sound like a business. Now I just sound like me.”

That’s the real power of AI in branding. It gives you clarity and confidence to communicate as yourself, only better.

Advanced Prompt Stack (Copy & Paste)

“Act as my brand voice consultant. My business is [describe briefly].

1. Analyse my writing samples and describe tone, rhythm, and emotional impact.

2. Compare that with my ideal tone [describe desired qualities].

3. Suggest adjustments to bridge the gap.

4. Rewrite one caption or paragraph in the new tone.

5. Create a mini voice guide I can share with my team.”

This single workflow helps you identify, refine, and document your unique voice.

Common Mistakes to Avoid