How to Use ChatGPT Without Losing Your Brand Voice

Alternative title: AI, But Make It Human

AI has come a long way from its roots as the clunky voice inside your GPS (“Recalculating...”). These days, tools like ChatGPT are revolutionising everything from how we write content to how we make small talk with chatbots. But here’s the catch: left unchecked, these AI marvels can leave your brand voice sounding like it’s been dunked in beige paint. Bland, soulless, and about as engaging as a tax seminar on a Friday night.

I get it. You’ve worked hard to build a brand that feels human, relatable, and just the right amount of clever (or at least I hope so!). So, how do you harness the brilliance of ChatGPT without losing that special sauce? Here’s my guide to AI-ing responsibly, Sidebar-style.

Define Your Brand Voice Like Your Life Depends on It

Picture your brand as a person. What kind of ‘vibe’ are they giving off? Are they cheeky but professional, the sort who can balance a killer joke and a PowerPoint presentation with alarming finesse? Whatever it is, lock it down.?

Without that clarity, ChatGPT might churn out something that sounds like it moonlights as an automated helpline: competent but utterly joyless.

Coax the Quirk Out of ChatGPT

ChatGPT can be brilliant at injecting humour if you nudge it in the right direction. It’s like a stand-up comedian trying to read the room—give it some cues. Want to sound like you’ve got a flair for metaphors? Ask it to describe your brand as a cocktail. (Sidebar, for example, is a espresso martini: bold and energising.)

Edit Like a Ruthless Copy Ninja

Here’s a truth bomb: AI doesn’t quite get nuance yet. It might describe your brand as “reliable and trustworthy,” but if that makes you sound like a 1990s car dealership, it’s time to tweak. Look for stiff phrasing, overly formal tones, or sentences that sound like they were lifted from a high school essay. Replace them with the personality-packed phrases you’d actually say aloud.

Balance Automation with Humanity

Automation is fabulous for things like brainstorming content ideas or quickly drafting emails. But AI alone can’t capture the sparkle of a late-night epiphany—or that perfect turn of phrase that feels so you. Use ChatGPT to set the stage, but always have a human (preferably one with a flair for words and the patience of a saint) polish the final draft.

Dial Up the Anecdotes

If there’s one thing AI isn’t great at, it’s heart. You’ve got the edge here. Whether it’s a quirky tale from your office (like that one time the coffee machine staged a coup) or a relatable client success story, human moments are what resonate.

Think of it this way: using AI without your brand voice is like eating chips without the dip—technically fine, but where’s the joy? It’s the anecdotes, those personal, vivid details, that make your content linger in the minds (and hearts) of your audience.

A Sidebar PSA: Keep It Real

At Sidebar, I love tech as much as the next creative studio (OK, maybe more). But I also know that no amount of AI magic can replace the soul of a good brand.?

ChatGPT is a tool—a very clever, slightly robotic sous-chef—but the head chef? That’s still you. (I’m currently watching The Bear on Disney+, can you tell? And have you seen it?)

When done right, using AI doesn’t strip away your voice; it amplifies it.?

So go forth, experiment, and create—but don’t forget to stir in a generous helping of human wit and wisdom. Because if your brand doesn’t sound like you, then what’s the point?

What’s your take? Ready to turn ChatGPT into your branding BFF, or need SidebarCC to do the heavy lifting? Slide into my inbox—I’m all ears (and quips).