Why your AI-generated content sounds like everyone else's (and 4 ways to fix it)
by Jonathan Hunt, VP of Media at HubSpot
There’s a challenge brewing for businesses everywhere.
Content is becoming virtually indistinguishable online, and it all boils down to the latest industry disruptor: AI.
To break through the noise, taste and authenticity are everything. Brands that harness their unique value proposition — that X-factor that makes them stand out from the rest — are winning in the AI era.
And they’re using AI to help build the foundation.
How to Express Your Brand Identity
1. Define Your Audience
The first step in building a strong brand identity is outlining your audience profile. Who are they? What do they care about? Figure out what goals they’re chasing and what obstacles stand in their way.
The more you know about who you’re talking to, the easier it is to create messages and experiences that actually land.
Let AI handle the busy work. Instead of manually combing through customer reviews, call notes, and social chatter, ask your favorite tool — whether that’s Claude, ChatGPT, Gemini, Breeze — to summarize these insights for you. Something like: “Tell me about our most successful customers. What are the biggest pain points that they have expressed in their feedback? Give me the history of our best deals.”
In return, you’ll get a clear customer profile that guides your strategy and ensures your content resonates at every connection point.
2. Craft your style guide.
Knowing who you’re talking to is only part of the equation. You also need to articulate why you’re the right choice for them. That means defining what makes you cooler than the competition.
Drop those details into a simple, shareable style guide that captures your mission, tone, and brand POV. Then, upload that style guide into your AI agent to ensure your brand identity is embedded into every campaign, conversation, and piece of content you create.
