Why your AI needs a branding agency first
I resisted AI for a long, long time.
As someone with a degree in writing, I refused to allow a computer to "think" for me. I didn’t even like hearing the initialism; I avoided reading the articles. You could call me an elitist, a dreamer, or perhaps just an avoider of reality. But eventually, I had to face a hard truth.
The reality is that our clients are using it. They are embracing the speed and efficiency of Large Language Models (LLMs). So I took steps to embrace it, too. But my goal isn't necessarily to "use" AI ; it's to make sure that when our clients use it, they are generating content that sounds like them.
For professional services firms — where trust, authority, and nuance are your only products — turning to an AI before you’ve defined your brand language is a risk. AI can create velocity, but if you don't point it in the right direction who knows where you'll end up.
Here are three reasons you should work with a branding agency on your language before you ever talk to an LLM.
1. Strategy writes the script
AI is excellent at syntax, but it’s terrible at strategy. An LLM can't sit in a workshop with your partners, interview your junior associates, or listen to the friction between your current culture and your future goals.
We do the deep discovery work to find out how you actually sound. We match your language to your specific audiences and business objectives. You might still get em dashes — but they will be more meaningful because they are backed by intent — not just an algorithm’s prediction of the next likely character.
2. Your AI is only as good as its "source of truth"
If you tell an AI to "write a professional blog post about financial consulting," you will get a generic response. However, if you feed that AI guidelines that lay out your brand’s tone of voice and foundational pieces, the output changes completely.
By crafting a specific brand vocabulary and tonal framework first, you create a "primary prompt." You can feed this to your LLM to ensure it stays on-brand, or you can use it to generate content the old-fashioned way. In both cases, the result is more effective because the foundation is solid.
3. Turning value into strategy
In professional services, your value is often complex. You were a scrappy startup but as you’ve gained experience, your culture and positioning are shifting. Maybe you are a nonprofit or PR agency who is narrowing your focus, your target audience.
Without an agency to help navigate that complexity and that shift, an AI would likely default to the same tired cliches everyone else is using.
AI can be a force multiplier, but strategy is the substance. Without a clear plan, you’re only scaling the noise. Before you ask a computer to speak for you, work with a partner to figure out what sets you apart and what you actually have to say.
The most successful companies in 2026 won't be the ones who replaced writers with robots; they’ll be the ones who gave their robots a soul.
Need help strategizing the foundational stepping stones of your brand? Reach out.
