How to Build a Brand-Aligned AI Content Engine

Recently, I attended a Future of Work conference in Brussels, and a key theme that was impossible to ignore was the role of AI in reshaping not just how we work, but how we think about work. Microsoft’s Jean-Christophe Dupuy shared insights from their recent Work Trend Index, highlighting a striking shift, that AI is not just a tool for productivity, it's quickly becoming a co-pilot (Microsoft pun totally intended) for strategic thinking, creativity, and communication.

According to the report, more than 75% of people now use AI at work, and the majority are bringing their own tools in rather than waiting for company-led adoption. For founders, this trend matters because in a world where talent is expensive and time is tight, the edge comes from how smartly you scale, not how big the team is.

As someone who spends their time helping scaling brands refine their strategy and voice, I left the conference with one thought: this is the moment to build your AI content engine.

The problem is, AI delivers speed. And speed without direction? That’s just noise. The founders seeing real benefit aren’t the ones churning out more content, they’re the ones designing smart engines: lean, flexible content systems powered by a clear strategy and a well-defined voice. These systems flex with your priorities, plug into your ops, and crucially don’t require a 10-person team to run.

So, here are my tips on how to build an AI content engine that’s worth switching on:

Step 1: Calibrate Your Brand Voice for AI

If your brand voice lives only in your head or a dusty PDF, AI won’t find it. The first step is to codify tone in a way that tools like ChatGPT can interpret.

Define your tone with intention:

• Warm, confident, human

• Evidence-based and informed, but never dull

• Conversational over corporate, always

Language rules to clarify:

• Words to use: (for example) evidence-backed, live cultures, small-batch, nourishing

• Words to avoid: (for example) superfood, miracle, game-changer, revolutionise

Style guidelines for AI prompts:

• Stick to British English (or market-specific norms)

• Use short, active sentences

• Avoid emojis, capitalised headlines, and overuse of exclamation marks...or the dreaded em-dash!

Remember: Make this accessible to your whole team, not just your head of brand.

Step 2: Brief AI Like You’d Brief a Team Member

Generic prompts lead to generic results. You wouldn’t ask a copywriter to “write a linkedin posts.” So don’t do that with ChatGPT either.

For example:

• LinkedIn post: “You are the Head of Brand at a health startup. Write a 150-word post on how fermented foods support mood. Keep it light and witty, don't use clickbait or hyped up language.”

• Newsletter intro: “Draft a 50-word personal note from our founder introducing our new kefir product. Warm, honest, and in plain English.”

• Blog article: “Write a 500-word post explaining fermented foods for beginners. Use British English. Structure with subheadings and end with a gentle CTA.”

Role-specific, context-aware prompts can improve results and will reduce the need for excessive editing.

Step 3: Build Repeatable Workflows, Not One-Off Tasks

Creating content with AI should feel like a system, not a guessing game. Here’s how to make it operational:

For blogs:

1. Ask ChatGPT to generate 5 article ideas on a set theme

2. Choose one and prompt for an outline

3. Generate the draft using the outline and brand tone rules

For LinkedIn:

1. Generate ideas using questions (e.g. “What’s one myth we need to bust?”)

2. Build out each post using role-based, 150-word prompts

For repurposing:

“Take this blog post and create a LinkedIn version for a curious-but-busy audience. Make it sharp, confident, and in British English.”

The goal is to reduce time-to-content without losing it's genuine value and, of course, clarity!

Step 4: Create a Cheat Sheet for Your Team

Most inefficiency comes from inconsistent inputs. Solve that with a shared one-pager for internal and freelance use.

Include guidance on:

• Always define the writer’s role (e.g. founder, marketing lead)

• Be clear on format, audience, word count, and tone

• Use brand-aligned vocabulary

Checklist for reviewing outputs:

• Does this reflect our tone and language?

• Is it factually accurate and claim-compliant?

• Does it sound like us or a generic AI blog?

This reduces the time wasted on rewrites and creates confidence across the team.

You Don’t Need to Replace Your Writers, Just Empower Them

With the right guardrails, AI can help even the smallest teams punch above their weight, creating consistent, compelling content that aligns with their strategy and identity.

Think of your AI content engine not as a shortcut, but as a force multiplier. Build it right, and your brand should be able to find its voice, one that doesn't sound like a hyped-up robot.