It’s getting harder and harder to tell who (or what) wrote what online. The internet is starting to sound the same. AI copy tools are everywhere, and while they’re great for speed and structure, they often leave content sounding… well, the plainest way to put it is, robotic.
If you’re wanting to get the most out of content marketing these days, your biggest competitive edge isn’t how polished your content is, it’s how human it feels. And while AI can churn out words faster than any of us, it can’t replicate personality, emotion or humanity. That’s where you (the human) comes in.
So how do you make your brand voice sound like an actual person and not a ChatGPT clone? Let’s discuss…
START WITH BRAND PERSONALITY, NOT PRODUCT
A lot of brands start with what they sell, but people connect with who you are. Think about it- when you talk to someone, you don’t fall in love with their job title. You fall in love with their vibe, their personality and their values. The same applies to branding. When you start from personality instead of product, you create a tone that people can connect with.
Ask yourself:
- If my brand were a person, who would it be?
- How would they talk?
- What would they say?
This will be your guiding light and all your content should sound like that person. We, for example, are the friend who just gets marketing and can explain it in a way that’s clear, useful and simple. A mix of friendliness, clarity and to-the-point drives everything we post.
DROP THE CORPORATE FLUFF
One of the easiest ways to sound more human is to ditch the corporate fluff. AI tools love them because they sound ‘professional’ but no one talks like that over a coffee. Your readers want clarity, not jargon.
Instead, use words people actually say. Don’t tell your audience to ‘leverage cross-platform engagement strategies’. Instead, tell them to ‘help brands show up where their customers are’. See the difference? One sounds human. The other sounds like a PowerPoint (and one that takes up a lot of brain power at that). It’s cleaner, friendlier and actually says something that means something to your audience.
If you wouldn’t say it out loud, don’t write it down. This single rule can instantly make your brand voice ten times more natural.
WRITE LIKE YOU TALK
Before you publish anything, read it out loud. Does it sound like something you’d actually say to a friend or client? Or does it sound like something that belongs in a marketing book?
If it feels too stiff or scripted, loosen it up. Use contractions (‘you’re’ instead of ‘you are’), sprinkle in some humour and don’t be afraid to break the occasional grammar rule. Remember, humans write with rhythm, not perfect syntax.
Perfect grammar and big words don’t equate to great storytelling.
MAKE PEOPLE FEEL SOMETHING
AI can copy tone, but it can’t feel. The most successful brands today are the ones that make their audience feel something, whether it’s inspired, understood, motivated or even amused.
Ask yourself what emotional reaction you want your audience to have when they see your content. For example, a fitness brand might want people to feel empowered. A design company might focus on creativity and curiosity. A cafe might lean more into warmth and comfort.
Emotion will turn words into experiences, and experiences are what stick.
TELL REAL STORIES, EVEN IMPERFECT ONES
AI-generated content is neat, clean and perfectly structured but sometimes, too perfect is boring. We live in a time where every feed is flooded with content but people prefer stories.
Share what’s really happening behind the scenes. Talk about the campaign that took a minute before it went viral. Tell a funny story about a shoot mishap (we had one ourselves last week when someone’s butter fingers almost smashed the camera equipment- it’s me, I’m someone).
When you show that there’s a real team with real humans behind your brand, your audience will root for you, not just buy from you.
KEEP A CONSISTENT TONE ACROSS ALL PLATFORMS
A strong brand voice isn’t about what you say, it’s about how you say it. You don’t just switch it on for Instagram and off for LinkedIn. It’s something that should be apparent in everything; your captions, website copy, email newsletters, even your customer replies. Consistency will build trust and makes your brand instantly recognisable.
And that doesn’t mean you can’t adapt the formality a bit. Maybe you’re more relaxed on social media and a little more polished on your website. The key is that it all still sounds like you. For example:
- Instagram: relaxed, short sentences.
- LinkedIn: same personality, but slightly more polished.
- Website/blog: friendly but informative.
MIX AI AND HUMAN, THE SMART WAY
AI should be used as a tool, not a crutch. We’re not saying AI is the enemy or that you should ditch it. The truth is, AI can be a great creative partner and is brilliant for generating ideas, improving structure and beating writer’s block. The knack is knowing when to stop letting it talk for you and start talking yourself.
You could use AI for some of the work but make sure the final voice is yours and double-check that it sounds like something your brand would say.
AI is brilliant at giving you a head start, but you still need to be the pilot. The human part of your brand voice is something that no tool can replicate.
There’s no doubt that AI is changing the content game but the more digital our world becomes, the more people are craving human connection. Your brand voice is what controls the conversation between your business and your audience, and that’s something too important to leave to a robot.