AI case study · 01 / Brand voice
From brand voice to reusable AI skill.
My first project in this series started with brand voice. We turned a guided conversation into a voice reference, then built a skill that brings it into new work. ICE SPA shows how the same approach carries through to fonts, colours and logo artwork.
Montserrat Bold for headings · Inter Regular for body copy
- Turquoise
- Dark teal
- White
- Black
The build
How we built the voice guide and skill
I wanted offers, web copy and other materials to sound like the same business, even when I started a fresh AI conversation. The project produced two things I could reuse: a guide describing the brand and a skill explaining how to work with it.
See the 14 sections in the voice guide
- Identity and mission
- Offerings
- Audience
- Approach and values
- Voice characteristics
- Content themes
- Content boundaries
- Content philosophy
- Evidence and differentiators
- Personal elements
- Brand personality
- Tone guidelines
- Calls to action
- Brand summary
Research the structure
I used Chrome to work through tutorials and material from subscriptions I already had. Those examples gave us a starting structure, which we adapted to the questions my business actually needed to answer.
Interview the owner
We used existing background and audience information where available, then worked through the questions one section at a time. I supplied the facts and reviewed each draft as the guide took shape.
Write rules that guide real copy
We captured what the business offers, who it helps, which claims need evidence and how the tone should change between an offer, an explanation and a call to action.
Save the process and connect the brand assets
The Brand Voice Builder captures the interview method for future ventures. The separate ICE SPA skill points to this brand’s approved guide and artwork, and sets out the typography, colours and layout to use for branded materials.
Using the skill
Start with the job. The brand rules are already there.
In my ChatGPT Work and Codex workflows, I invoke the ICE SPA skill and describe the job at hand. When the skill and its references are available, the assistant can apply the approved voice to the draft and use the fonts, colours and logo in formats that support them. I can spend the conversation on the audience, the offer and the details that have changed.
For a proposal, I review the final copy and layout, including the logo, typography and any commercial terms, before it goes out.
Illustrative example
A short brief for a branded draft
Use the ICE SPA brand skill to draft a one-page showroom introduction for a hotel operator. Include a clear invitation to book a demonstration.
What the skill contributes
Friendly, practical wording, a consistent document layout and approved visual references. For example, a generic line like “Discover a premium wellness solution” can become “Visit the showroom to see how the equipment works and discuss what would suit your space.”
Give your brand a reference you can use again.
Tell me what you create regularly and where the voice or visual identity needs to be more consistent.