Brand voice & content briefs

Lesson 3 of 8 · 30 min · part of the AI Marketing Specialist certification

Generic prompts produce generic marketing: "unlock", "elevate", "seamless", "game-changing". To get on-brand output, give the model what a new copywriter would get on day one — a brief and a voice guide.

• Audience & goal — who reads this, and what should they do next?
• Key message & proof — the one idea, plus the facts that support it.
• Voice rules — 3–5 do/don't pairs ("plain words, not jargon"; "confident, not hype").
• Banned words — the clichés your brand never uses.
• Examples — 2–3 short pieces of real on-brand copy (few-shot prompting).
• Format — channel, length, structure, call-to-action.

Interactive exercise: Generic prompt vs. creative brief

Interactive exercise: Review this content brief