Your team is using ChatGPT, Canva, and Copilot. Every output sounds different. None of it matches your brand.
Every employee prompting ChatGPT gets a different tone. Every team member generating slides in Canva AI picks different colors, different fonts, different layouts. No consistency in the words. No consistency in the visuals. No rules about what data is safe to share. Voice DNA is the structural communication profile. Brand Guidelines for AI is the visual companion. Together they make any AI tool produce content that matches your company.
Voice DNA is a structural profile of how your company communicates, extracted from your real documents. It makes every AI output match your voice. Brand Guidelines for AI is the visual companion. Together they work across ChatGPT, Claude, Copilot, and Canva AI so every word and visual matches your identity.
You don't have an AI problem. You have a consistency problem in every output your team produces.
Your marketing team uses ChatGPT to draft emails. They sound nothing like your brand. Your design team uses Canva AI to generate social graphics. The colors are close but not right. The fonts are whatever Canva defaulted to. The layout looks like every other company's AI-generated content.
Your finance team uses AI to summarize reports. The summaries use terminology your clients don't recognize. Your operations team uses it to write SOPs and generate training materials. Every document reads and looks like it was produced by a different company.
Nobody told them what voice to use. Nobody defined the visual rules. Nobody documented what your company sounds like when AI is doing the writing, or what it looks like when AI is doing the designing.
The result: shadow AI everywhere, inconsistent outputs across text and visuals, and zero governance over what data goes into which tool or what brand standards apply.
This is not a technology problem. It's a language and identity problem. And it has a specific solution.
Voice DNA isn't just about consistency. It's the engine that makes AI Visibility possible.
Getting cited by ChatGPT, Perplexity, and Google AI requires producing 30-60+ authority pages, pillar content, blog posts, case studies, FAQ pages, all answering the questions your buyers ask. Those pages need to sound like your company wrote them. Not like generic AI output. Not like a marketing agency. Like you.
Without Voice DNA, you can't produce that volume of content at scale and maintain a consistent brand signal. Every page sounds different. LLMs don't build a citation pattern because there's no recognizable voice to associate with your expertise.
With Voice DNA, you have an engine. Load it into any AI tool, and every page, whether it's the first or the sixtieth, reads like your best writer produced it. The voice is structural. The arguments follow your company's pattern. The vocabulary matches how you actually talk to clients.
One wealth advisory firm used this exact approach: Voice DNA extracted from more than a decade of published materials, then used as the production engine for 60 authority pages targeting the questions their buyers ask ChatGPT. Six months later, their content started showing up in AI responses about concentrated position management, wealth advisory strategy, and Miami-based wealth advisory.
Voice DNA fixed their internal consistency. Then it powered their AI Visibility. Same file. Two outcomes.
If your immediate problem is inconsistent AI outputs, Voice DNA solves that on day one. If your longer-term goal is being the company AI recommends, Voice DNA is the prerequisite.
See how AI Visibility works →A single file that teaches any AI tool how your company thinks, argues, and writes.
Voice DNA is not a brand book. Brand books tell designers which font to use. Voice DNA tells AI how to construct an argument the way your company constructs arguments. The same opening moves. The same vocabulary discipline. The same things your company never says. It is extracted from your real documents, not from a questionnaire or a brainstorming session about adjectives.
What Voice DNA captures
Argument architecture
How you open. How you support a claim. How you close. Every company has a pattern, whether they've documented it or not. One financial services firm opens every document with a direct declarative claim, defines all terms before using them as argument, and presents the failed alternative before offering their approach. That exact sequence was consistent across more than a decade of published materials.
Vocabulary anchors
"We say 'portfolio review,' not 'asset audit.'" "We say 'team members,' not 'resources.'" These anchors prevent AI from defaulting to generic corporate language or using terms that would immediately signal to your team that the output was not written internally.
Sentence patterns
How your company structures information. Long compound sentences with precision clauses? Short declarative statements? One firm's signature pattern is condition then implication then evaluation. Every key sentence follows that structure. The pattern gets embedded so AI outputs match how you actually communicate.
Tone boundaries
What's too casual, what's too formal, and where your company sits. This includes what your company never does. No exclamation points. No urgency language. No rhetorical questions in body text. The absence of certain elements is as defining as the presence of others.
Rules and constraints
What data is safe to share with AI, what topics require human review, what compliance requirements apply. This is the governance layer that turns shadow AI into governed AI.
Source: A $14B Wealth Advisory Firm
Voice DNA extracted from 104 canonical documents spanning 2013 to 2025. The profile identified 7 distinct rhetorical moves, 4 tonal eras, 9 anchor terms with prohibited substitutions, and a 10-point writing test. It took 3 to 5 days of document analysis, not a survey. The leadership team's reaction: the firm had been communicating in a consistent structural pattern for 12 years without ever documenting it.
A structured file that teaches any AI tool how your company looks, not just how it sounds. The visual companion to Voice DNA.
Most companies have some version of brand guidelines. A PDF with logo files, a color palette, maybe a font spec. It was written for human designers who can interpret intent, exercise judgment, and make decisions in context.
AI tools cannot do that. Brand Guidelines for AI translates your visual identity into machine-readable instructions, specific enough that any AI tool produces outputs that match your brand without your team having to manually correct every color, font, and layout.
Read the full guide to Brand Guidelines for AI →What Brand Guidelines for AI captures
Color system
Primary, secondary, accent, and background colors with exact hex codes, RGB values, and usage rules. Not just "our blue", but which blue for headings, which for body text backgrounds, which for CTAs, which combinations are approved, and which are never used together.
Typography hierarchy
Heading fonts, body fonts, accent fonts with specific weights, sizes, and line heights for each context. How large is an H1 relative to body text? What weight is used for emphasis, bold or semibold? Rules that exist in your published materials but have never been extracted into a format AI can apply.
Logo usage
Minimum size, clear space requirements, approved color variations, placement rules, and contexts where the logo should and should not appear. Extending existing guidelines to AI-generated digital content requires explicit rules for social media templates, presentation slides, email headers, and document footers.
Image and photography style
What kind of imagery your company uses and what it avoids. Lifestyle vs. product shots? Warm color grading vs. cool? People or abstract? These rules prevent AI image generators from producing visuals that look nothing like the rest of your brand.
Layout patterns
How your company structures a slide, a one-pager, a social post. Where does the headline sit? How much white space? Is the grid tight and structured or open and minimal? These patterns get documented so AI-generated layouts match the visual rhythm your audience already associates with your brand.
Formatting rules by content type
Different rules for different outputs. A client presentation follows a different visual structure than an internal memo. The guidelines specify which rules apply to which content type, so your team does not have to make that judgment call every time they generate something.
Everything your team needs to use AI consistently across written and visual content, starting the day after delivery.
ROI
A team of 5 producing 10 pieces of content per week spends 30% less time editing AI outputs when Voice DNA is configured. At $50/hour loaded cost, that's $375/week in recovered productivity. The Voice DNA extraction pays for itself within the first month.
Your Voice DNA profile
A structural blueprint of how your company communicates, derived from your actual materials: website copy, client communications, internal docs, marketing materials, proposals. An extraction of how your company really sounds. Includes argument architecture, vocabulary anchors, sentence patterns, tone boundaries, and a writing test your team can use to validate any AI output.
Your Visual Brand Guidelines for AI
A structured file containing your color system, typography hierarchy, logo rules, image style direction, layout patterns, and content-type-specific formatting rules. Derived from your actual published materials, not a template. Formatted so AI tools can produce outputs that match your brand without manual correction.
Custom prompt library
Pre-built prompts for your team's actual workflows, calibrated to both voice and visual standards. Not generic prompts. Prompts built from your real processes: spec sheets, client reports, proposals, social posts, presentations, SOPs. Each prompt embeds the relevant Voice DNA and Brand Guidelines context.
Implementation guide
Step-by-step instructions for loading Voice DNA and Brand Guidelines into ChatGPT custom instructions, Claude workspace settings, Copilot configuration, Canva brand kits, or any other tool your team uses. One set of files, works everywhere.
Two weeks of post-delivery support
Your team tries it. Questions come up. We adjust. The Voice DNA and Brand Guidelines get refined based on real usage, not theory. Visual guidelines in particular require iteration, what looks right on screen sometimes needs tuning once the team starts generating actual content.
What happens after delivery: Most companies start with internal consistency. Their team's AI outputs sound and look like the brand within the first week. The strategic value comes next. If AI Visibility is part of your plan, Voice DNA becomes the production engine: every authority page, blog post, and FAQ page gets written through your calibration layer. You don't need a content team. You need a voice profile and a content roadmap. The same file that fixed your team's outputs powers your AI citation strategy.
This is not a questionnaire. It's an extraction from how your company actually communicates and presents itself.
I collect your materials.
I need access to everything your company has produced: website copy, proposals, client communications, internal memos, marketing collateral, presentations, social media content, design files, branded templates, published reports. The more material I see, the more accurate the profile. For one engagement, this meant analyzing more than a decade of published materials. You don't need to organize anything, just give me access. This takes 1-2 days.
I analyze and extract the patterns.
For Voice DNA, I'm reading every document looking for how your company opens an argument, what terms it always uses, what it never says. For Brand Guidelines, I'm analyzing every visual asset looking for which colors persist across eras, which typography choices are institutional constants. This takes 3-5 days.
I build the Voice DNA and Brand Guidelines.
I codify everything into structured, machine-readable files. The Voice DNA profile includes argument architecture, vocabulary anchors, sentence patterns, tone boundaries, and a validation test. The Brand Guidelines file includes the color system, typography hierarchy, logo rules, image style direction, and layout patterns.
Discovery workshop.
I present the findings to your team, a working session where I walk through what I found, show how your company's communication patterns work, and demonstrate the difference between generic AI output and output calibrated to your voice and visual identity. Most companies have never had their communication style documented at this level of structural detail.
Your team gets trained.
A 2-hour hands-on session. Every participant loads the Voice DNA and Brand Guidelines into their AI tools, runs their real workflows through it, and sees the difference immediately. They generate a client email, a presentation slide, a social post, all calibrated to the company's actual voice and visual identity. They leave with working systems they use the next day.
We refine.
Two weeks of support. Your team uses the Voice DNA and Brand Guidelines in production. I adjust based on what works and what needs tuning. Voice calibration typically locks in fast. Visual guidelines often need iteration, real-world usage surfaces edge cases that the initial extraction missed. By the end of the two weeks, both files are locked in and your team owns them permanently.
Two files. Every tool. No vendor lock-in.
Voice DNA and Brand Guidelines for AI are portable. They work with whatever tools your team uses today, and whatever they switch to tomorrow.
ChatGPT
Paste Voice DNA into custom instructions. Upload Brand Guidelines as a reference file. Every conversation automatically uses your company's voice and visual standards.
Claude
Load both into workspace settings or project instructions. AI responds in your voice and references your visual standards across all projects.
Microsoft Copilot
Configure in admin settings. Deploy across your entire organization for consistent document and presentation generation.
Canva AI
Load Brand Guidelines into Canva's Brand Kit. AI-generated designs automatically use your colors, fonts, and layout patterns.
Midjourney / image generators
Embed image style direction from Brand Guidelines into prompts. Generated imagery matches your brand's photography and illustration style.
Any future tool
Voice DNA and Brand Guidelines are text files. Any AI tool that accepts system instructions or brand configuration can use them. No proprietary format. No lock-in. You own them.
You need Voice DNA + Brand Guidelines for AI if:
- •Your employees are using ChatGPT on personal accounts and you have no policy.
- •Your team generates presentations, social content, or client materials using AI and every output looks different.
- •You have brand guidelines but they were written for human designers, not AI tools.
- •You have multiple departments producing content with AI and none of it looks or sounds consistent.
- •You're rolling out AI across the company and need a foundation, for both written and visual content.
- •You need governance before you build.
You might only need Voice DNA if:
- •You're a solo business owner or small team that controls visual output manually but needs AI writing to match your voice.
- •Your visual brand is simple enough that a color palette and font spec covers it.
- •Your immediate problem is inconsistent AI-generated text, not visuals.
You probably don't need this yet if:
- •Your team hasn't adopted AI tools yet and your immediate priority is figuring out where AI fits.
- •Your problem is scattered data and broken workflows, not brand consistency, start with the AI Ops Audit instead.
Pricing
Voice DNA Only (Solo / Small Team)
Fixed-fee engagement
Timeline: 1 to 2 weeks
- •Voice DNA profile
- •Prompt library
- •Implementation guide
- •2 weeks support
Voice DNA + Brand Guidelines (Small Team)
Fixed-fee engagement
Timeline: 2 to 3 weeks
- •Voice DNA profile
- •Visual Brand Guidelines for AI
- •Prompt library
- •Implementation guide
- •2 weeks support
Department Workshop
Per department
Timeline: 1 week per department
- •Pre-analysis
- •2-hour hands-on session
- •Custom skills
- •Voice DNA + Brand Guidelines loaded into team's tools
- •2 weeks support
Company-Wide Rollout
Phased rollout
Timeline: 4 to 8 weeks
- •Document discovery
- •Executive briefing
- •Multi-department workshops
- •Full Voice DNA
- •Full Visual Brand Guidelines for AI
- •Governance framework
- •2 weeks support
Bundled at no extra cost
Every AI Foundation Build includes a complimentary Voice DNA session. If you're already building with Work-Smart, you get this as part of the engagement.
See AI Foundation Build →Frequently Asked Questions
A brand book tells designers which colors and fonts to use. Voice DNA tells AI tools how your company thinks, argues, and communicates, the structural patterns in how you make arguments, the terms you use, the tone boundaries. It's extracted from 12 years of your actual documents, not a questionnaire. Brand Guidelines for AI translates your visual identity into machine-readable rules so any AI tool produces outputs matching your brand.
More is better, but even 15-20 gets you a meaningful profile. One engagement analyzed more than a decade of published materials and found a 220-line communication profile with 7 distinct rhetorical moves and 10 anchor terms. A startup with 2 years of materials still has enough to extract patterns, website, proposals, emails, social posts. The process works by finding what's already consistent in your output.
Yes. Brand Guidelines for AI is the visual equivalent of Voice DNA. It captures your color system, typography hierarchy, logo usage, image style, layout patterns. Teaches any AI tool to produce designs matching your brand, whether it's Canva, Midjourney, or slide builders. One fashion brand's 10 designers now all produce on-brand spec sheets and presentations without manual revision.
All of them. ChatGPT (custom instructions), Claude (workspace settings), Microsoft Copilot, Canva AI (brand kit), Midjourney (image prompts), any AI tool that accepts system instructions or brand configuration. The files are portable, text-based, no vendor lock-in. You own them forever.
1-2 weeks for Voice DNA only. 2-3 weeks for Voice DNA + Brand Guidelines. Company-wide rollout with multiple departments: 4-8 weeks. The front-loaded time is document collection and analysis. Once profiles are extracted and tested with your team, they're locked in and usable everywhere.
Voice DNA, Brand Guidelines, department workshops, and company-wide rollouts are all fixed-fee engagements scoped to your needs. Every AI Foundation Build includes complimentary Voice DNA as part of the engagement.
Your team is already using AI. The question is whether the output sounds and looks like your company. And whether AI recommends you when prospects search.
Voice DNA solves two problems. The immediate one: your team's AI outputs are inconsistent. Fix that on day one. The strategic one: you need authority content at scale to get cited by ChatGPT and Perplexity. You can't produce that volume without a structural voice profile. Start with a conversation. I'll ask about your team, your tools, how AI is being used today, and what your goals are. If Voice DNA makes sense, I'll tell you the scope. If something else makes more sense, I'll tell you that instead.