The Limits of AI: Why Crafting Your Brand's Tone of Voice Requires a Human Touch

In today’s competitive world, standing out isn’t just about having an amazing logo or a dynamic website. The true power of a brand lies in its ability to connect with us, evoke emotion, and build trust — and one of the ways to do this is by communicating effectively through your brands tone of voice. Now I’m no copy writer, in fact just like most graphic designers, I’m dyslexic and I rely heavily on those who have a way with words to deliver the vision for the way a brand will speak and communicate to the right people. 

Now, its easy to assume AI has all the solutions when it comes to generating copy but its important to know when its the right time to use these robot tools and when we should use skilled real life people. 

In this detailed blog, I’m going to explain all the ways AI can be a helping hand with delivering your brand but also highlight when its the right time to invest in a savvy wordsmith (also known as a copywriter). I’ll get into the nitty gritty of how copywriting plays a vital role in building a memorable brand identity, how setting the right tone for your brand can deliver effective communication, and why investing in a copywriter/or someone within your business who has a way with words, is crucial for long-term success.

Copywriting and Brand Identity: The Birth of a Business’s Personality

Brand identity is way more than just colours, fonts, and logos — it’s the essence of your business, the way you speak to your audience, and how you make them feel. Copywriting is the just another cog in the machine but an essential one for expressing the essence of your brand in every piece of communication. Whether it’s a website, an email, or social media content, the words you choose define your brand’s personality.

Think of copywriting as the voice of your brand. It’s how your business talks, listens, and interacts with its audience. A strong brand personality — one that is authentic, consistent, and aligned with your values — builds trust and fosters a deeper connection with your customers. The right tone of voice can make your audience feel understood, engaged, and even excited about what you offer. Sounds easy ey?

The Role of Tone of Voice in Brand Identity

Your brand’s tone of voice is not just about the words you use; it’s about how those words make people feel. Are you speaking with authority, warmth, humour, or empathy? A skilled copywriter knows how to set the tone in a way that aligns with your brand values and resonates with your target audience.

For example, if your brand sells luxury products, the tone might be sophisticated, formal, and polished. But if you’re a creative, fun brand, your tone might be casual, conversational, and playful. A copywriter has the expertise to adapt the voice in a way that feels authentic and consistent across all platforms, ensuring your message is always in tune with your brand’s essence. 

Yes you can prompt AI to write in that way, but if you have ever tried this, it’s clear that its ability to construe certain charismatic traits such as ‘witty’ or ‘humorous’ gives ‘trying too hard’ vibes and can leave you feeling a bit bored and cold, and your audience certainly will too. 

By crafting content that consistently conveys the right tone of voice, your copy will help build a strong brand presence that feels cohesive and professional, which is essential for creating a lasting impression on your audience.

AI in Copywriting: Good for Efficiency, But Poo for Connection

Not all use of AI is ‘bad’. It can be a fantastic tool for businesses (especially small businesses with limited budgets) that need to generate content quickly. From social media posts to informational blog entries, AI can help with the heavy lifting when it comes to routine tasks. The ability of AI to create large volumes of content quickly and efficiently makes it a great option for time-sensitive projects, like:

• Quick social media posts that need to keep audiences engaged.
• Informative blog posts where the focus is on delivering facts or data.
• Routine content that follows a standard template or formula.

However, when it comes to establishing and maintaining a brand’s tone of voice, AI falls short. While AI can generate copy based on patterns and algorithms, it lacks the personality and creativity needed to create a truly unique voice. The danger of relying solely on AI is that your content could become formulaic and lack the emotional connection and personality your audience are craving.

In a Nut Shell

In the new age of AI, it’s easy to be tempted by the speed and cost-effectiveness of automated tools. There’s a time and place to use AI, but when it comes to building a truly authentic, consistent, and moving brand identity, copywriting remains a human-driven art.  Just as you wouldn’t rely solely on Canva to define your visual identity (I hope), its best not to rely on AI alone to define your brand’s voice.

Need Some Help?

If you’re wondering where to start with building a personality for your brand, pop me a message over on Instagram or LinkedIn or whiz email and we can have a chat about your business!