Unique brand voice creates a moat in the AI era
🚀 Originally published in “Economic Daily”
Every day, we see countless articles, videos and advertisements, most of which are machine-generated, accurate but lacking in soul. If companies want to gain a foothold, they can no longer rely on traditional marketing tactics, because those tactics are being easily copied by AI.
Instead, brands need to shift toward creating a unique voice, an irreplaceable professional tone that allows customers to buy not because they see an ad, but because they trust the person or group of people behind the brand.
The role of marketers has quietly changed
In an era where AI is capable of producing content, the role of marketers has quietly changed. They are no longer the executors of advertising, but like product managers, accurately taking the pulse of the market, or like internal KOLs, standing on the stage in person to establish deep connections with the audience.
By focusing on the professional personalities of business owners or key brand figures, and using media such as e-newsletters or podcasts to delve into industry insights rather than simple product descriptions, brands can build an impenetrable barrier to competition.
Because while AI can imitate words and images, it can never replicate unique perspectives and relationships.
Brand Voice: Not just a slogan, but a personality
When AI tools can produce high-quality content instantly, the marginal effects of traditional content marketing are rapidly diminishing. This means that if brands do not look for differentiation, they will become ordinary.
Brand voice is particularly important at this moment. It is not a simple visual identity or slogan, but the overall tone, perspective and style of the brand’s communication, that is, a personality that people can recognize at first sight.
This voice builds professional moats because it is rooted in real human insights rather than algorithmic simulations.
For example, Apple’s brand voice always emphasizes innovation and simplicity, which comes not only from product design but also from Steve Jobs’s disruptive speaking style. Even after his death, Apple continues this voice through Cook’s leadership, allowing customers to feel the brand’s coherence and reliability.
From behind the scenes to the front
To create such a brand voice, the role of the marketer must first be redefined. Like product managers, they must deeply understand customer pain points and position the brand as a provider of solutions. Furthermore, they need to become internal KOLs, personally speaking out and leading the dialogue.
Because in an era of overflowing content, customers no longer trust anonymous advertising and crave real interactions. Marketers must move from behind the scenes to the front and attract loyal fans through personal charm and professional knowledge.
To give an example of a local enterprise, consider the late Wu Qingyou, founder of Eslite Bookstore. He was not only a business owner, but also a cultural promoter. His speeches and interviews are always full of profound insights into books and life, making Eslite not only sell books but also an attitude towards life. This exemplifies the new role of marketers: instead of selling products, they are building relationships.
The key to establishing a professional persona
The core approach is to establish the professional persona of the business owner or core brand figure. A persona is not a fictional character, but a magnifying glass based on real experiences and expertise. It gives the brand a face that customers can emotionally connect with. This is especially critical in the age of AI, as machines cannot replicate human personalities and stories.
How to create such a persona? Business owners must understand what their area of expertise is? What unique experiences can you share? For example, if the founder of a new technology startup has the experience of rising from failure, he or she can mold this person into a resilient innovator. Next, choose the appropriate medium to amplify the persona. Newsletters are an excellent tool because they allow for long-form, in-depth content that is suitable for discussing industry insights.
Podcasts are another powerful medium that leverages the intimacy of sound to bring you closer to your listeners. Business owners can invite guests to discuss hot topics or share insights alone without directly promoting products.
Consistency and Authenticity
Furthermore, establishing a professional persona requires consistency and authenticity. Consistency means that all communication channels maintain the same tone. For example, the rigorous analysis of the newsletter and the light conversation of the podcast should reflect the professional style of the brand.
And authenticity is key because customers can smell inauthenticity. Don’t try to imitate other people’s personalities, start from your own strengths.
Extended reading:
- Personal Brand Management Guide in the AI Era
- When AI-feeling articles are flying everywhere: It’s not that you don’t write well enough, but that you are too easily replaced
- The new era of brand marketing: How to use positioning and self-media strategies to build a successful brand
