The brand-voice doc that makes AI sound like you

A brand-voice document is a 2-3 page artifact that captures how the property writes — the words used and avoided, the tone, the level of formality, the small stylistic markers that make output recognizably "from this property." It is the single most important asset for getting AI output that does not sound generic.

What goes in the doc

How to use it

Every AI prompt that produces guest-facing content includes a reference to the brand-voice doc. Two ways. First (best): paste the brand-voice doc content into the prompt as system instructions. Second (more efficient): use a prompt-management tool that lets you reference the doc by name, with the tool injecting the content automatically.

When new staff joins the AI-using team, the brand-voice doc is part of their onboarding. They read it, they reference it when writing prompts, and they flag prompts that produce output that does not match.

The maintenance cycle

The brand-voice doc is reviewed every 6 months. Three questions: are the always-use words still right (did the property's positioning shift), are the never-use words still right (did the industry shift on what sounds generic), do the sample passages still represent the best writing the property is producing (or have we drifted)?

A property that maintains its brand-voice doc has AI output that sounds increasingly like itself over time. A property that wrote one and never revisited it has AI output that gradually drifts back toward generic — because the doc has not kept up with the voice the property actually wants to be projecting.