Replace your company name in an AI-generated paragraph with a competitor’s. Does it still work perfectly?
Your brand may have disappeared between the instructions and the final draft.
Give the team approved examples showing how your brand explains things, expresses a view and speaks to customers. Add phrases you use, words you avoid and claims you can support. “Friendly and professional” leaves a great deal open to interpretation.
For visuals, establish guidance on composition, colour, imagery and the situations your brand should depict. Reference material should be material you have permission to use.
Make editing part of the work. Would we actually say this? Is there a specific observation? Does it fit this audience and market? Does the image belong alongside our other work?
Keep a small collection of approved AI-assisted outputs, including the changes a person made. It becomes a practical reference for the next piece.
Put a human-written piece beside an AI-assisted piece without labels. Ask colleagues what feels consistent and what feels unfamiliar. Use their observations to improve the guidance.