Smart systems. Clearer paths. Real progress
The Process of Elimination
S1. Episode: 4
Your Voice Is Not Optional - How to Preserve Brand Voice While Scaling with AI
In this episode of Process of Elimination, Ryan Edwards and Justin L. Brown unpack the real risk behind AI content workflows: brand voice drift. It starts subtle. A phrase that sounds off. A tone that feels too polished. Then suddenly, your messaging feels replaceable — even to your audience.
In this episode:
Why your content starts sounding off — even when the messaging is “on brand”
The hidden cause of voice drift in AI-assisted workflows (and how to spot it early)
How overused prompts and tone templates make you sound like everyone else
What happens when you skip the human layer — and how even a 1% edit can restore authenticity
Why AI gets narrower over time — and what monthly refreshes do to protect your brand tone
A simple 3-layer model to scale content with clarity, consistency, and real personality
Episode Glossary
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The overall tone, personality, and style of communication used by a brand. The source distinguishes between consistent elements like logos and the "everyday brand and tone" of customer interactions and content.
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In the context of writing and communication, embodying characteristics of individuals or characters to influence writing style and tone. Used as a technique to inject personality into AI-assisted content.
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A personalized version of a Generative Pre-trained Transformer model, trained on specific data (like a person's speaking patterns and desired emulations) to produce content in a particular style or voice.
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Increasing the volume or speed of content production or operations through the use of artificial intelligence tools.
Episode FAQ
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AI can significantly increase content output, but without careful management, it can dilute a brand's unique voice. Speed is easy, but consistency and authenticity are crucial. When AI-generated content lacks the brand's specific tone and personality, it feels generic, unnatural, and can lead to a disconnect with the audience, ultimately hindering engagement and potentially causing a decline in audience interest over time. The "voice" of a brand is considered sacred and should not be sacrificed for the sake of speed or volume.
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A structured process is key. This involves starting with the company's brand bible and translating it into an AI branding guide with specific instructions on what to include or avoid. For content representing individuals within the company, create individual AI branding guides based on their speaking patterns and desired stylistic influences (like personas from literature or media). Produce content using this framework, aiming for about 90% completion with AI. The final 10% involves human editing to add the critical nuances and personal touches that make the voice authentic and unique.
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A company's visual brand and tone include elements like its logo, colors, tagline, and overall visual identity. This is typically very consistent. The everyday brand and tone, however, refers to the more fluid and nuanced communication that happens in customer service interactions, emails, social media posts, public speaking, and phone calls. This is the brand voice that is most susceptible to becoming diluted when relying heavily on AI without human oversight, as it requires a deeper understanding of contextual tone and personality.
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Two tell-tale signs that a brand might be losing its voice due to AI are: 1) the content is so rigidly "on-brand" that it feels unnatural and lacks personality, and 2) the content is so generic it could belong to any brand, even if the messaging is technically correct. Another noticeable sign is the overuse of certain AI-generated clichés or stylistic choices, such as the excessive use of the em dash, which can immediately signal to the reader that the content was produced by AI.
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Process Of Elimination Episodes
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S1E1: Your SOP Is Broken and AI Is About to Prove It
In this first episode of Process of Elimination (POE), Ryan Edwards, Co-founder of Camino5, and Justin L. Brown unpack the real reason AI rollouts fail inside teams
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S1E2: Why AI Should Make You Dangerous
Unpack why the true advantage of AI isn’t speed, but what you do with the time and insights it creates.
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S1E3 Why Smart Teams Audit During, Not After #AI
The most overlooked AI move is the audit. Not flowcharts or jargon. Just simple check-ins that sharpen your system.
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S1E4 How to Preserve Brand Voice While Scaling with AI
The hidden risk in AI content workflows? Brand voice drift. It starts small, but over time your message can lose its edge and feel replaceable.
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S1E5 Are You Automating the Wrong Things?
Automation can save you time — but only if your system actually works. Otherwise, you’re scaling chaos.
