Brand voice development, documentation & AI training
No more em dashes. No more generic slop. Get AI copy that sounds like your brand.
If your team is spending as much time editing AI copy as writing it, we can help. We document your brand voice properly, then train your AI to use it consistently. That way every brief, outline, email and PDF your team produces actually sounds like your brand. Not like everyone else's.
Who better to train
your copybot than
actual copywriters?
We've spent the last decade obsessing over what makes copy sound like a brand. It's not just the words, but the rhythm, the things you don't say, the tiny decisions that make a voice unmistakable. Your POV, your opinions, the way you see your category… We work with you to pin that down and then train your AI not just to sound like your brand, but to think like your brand too.
DISCOVERY
SESSION
Before we write a word, we get under the skin of your brand. We learn how you talk, how your team uses AI, where your copy feels off. Basically, we figure out how to train your copybot to work for you.
DOCUMENT
YOUR VOICE
This isn't "we're human, chatty and communal". This is a full Haynes Manual on how to write for your brand, from opinions down to sentence structure so anyone can write on-brand copy for your brand. (AI or human.)
SETUP YOUR
COPYBOT
We'll build and train your AI around everything we've learned. You won't just be able to get on-brand copy, you'll be able to kick around ideas, ask it to review copy you've written, audit your site, ask it to balance conversion with brand building… basically, it becomes an on-call copywriter that thinks like your brand.
TRAINING &
CHECK-IN
We'll show you and your team how to get the best out of your copybot at the end of the project. Then, four weeks later we'll check in. We'll fix what's still a bit of a problem, update the documentation and copybot and make sure that all those fringe cases are taken care of.
We've been using AI as part of our process since Jasper launched in 2021.
We've helped over 50 brands find, hone and document their brand voice.
We've led over 100 workshops on messaging and voice.
Have used our brand voice principles to develop their own verbal identities.
Get a copybot that sounds like your brand (and only your brand)
Some brands have a voice, they just need their AI to know how to use it. Others have a voice that's drifting or that never properly did their brand justice.
So, whether you need a bit of support figuring out how to put what makes your brand awesome into words or you want a copybot that finally sounds like you, we've got you.
(We'll set it up in Claude, ChatGPT or whatever you're using. We won't force you into using new tools.)
VOICE & AI SETUP
For brands that already know how they sound.
You've got a brand voice. It might even be documented. But you wouldn't know that from what your AI produces. We'll fix that.
We'll document your voice so AI can use it, build your copybot around it, and make sure your team knows how to use it.
VOICE DEVELOPMENT & AI SETUP
For brands whose copy isn't quite landing.
You know something's a bit off. Your copy's a bit inconsistent, or it's never really sounded like you, or you've grown and the voice hasn't kept up. We work with you to figure out how to put what makes your brand awesome into words then document it and train your AI to sound like the new, best version of your brand. (Then we'll train you how to use it, of course.)
“An absolute game-changer…
transformational for us as a brand.”
Ready to never see "we're not just this, we're that" copy again?
Grab 30 minutes with us and we'll run you through a live demo.
We'll run the same brief through AI with prompts vs a copybot we've built properly for a brand.
We'll show you the documents, explain how we think about brand voice, and answer any questions you have.
Then we'll figure out the best way to get your AI sounding like you and talk next steps.
Book a demo or drop us a line at hello@dowordsgood.com
Trusted by brands like...
Get to know the copywriters that'll be training your AI
We know choosing people to work with isn't just about skills or track record. It's a vibe thing. Are they easy to work with? Do they get your brand without a 40-page brief? Are they egomaniacs? Do they say "synergies"?
For what it's worth: We think (and we've been told) that we're easy to work with. We get under the skin of brands fast, and we'll shape our process around yours, not the other way round. Whether we're doing a one-day Punch Up or embedded as your fractional copy team, we try to feel in-house from the off.
Oh, and we’ll never, ever, ever say synergies.
JACK
BARCLAY
Older brother. Obsessed with brand voice. Has genuinely rewritten a headline 103 times before we sent it over.
When I’m not at my desk: pretending I’m Carmy from The Bear, searching for wild mushrooms with the kids, or working on the home renovation with an AF brewski in hand.
JOE
KARAALI-BARCLAY
Younger brother. Former solo marketer for an ecomm brand. Feels like the walls are closing in if he doesn’t have a process and a system.
When I’m not at my desk: updating my Strava, puppy training, trekking out to craft breweries, or rewatching Mad Men under the banner of “professional development”.
FAQs
What's the difference between Voice & AI Setup and Voice Development & AI Setup?
Essentially it comes down to whether your brand voice already exists in a form we can work with.
Voice & AI Setup is for brands that already have a voice — even if it's just "vibes in a copywriter's head" — that we can document and train your AI around. We capture it, codify it, build your copybot and train your team.
Voice Development & AI Setup is for brands where something's off. Maybe your copy's been inconsistent for a while, or you've grown and the voice hasn't kept up, or it just never really sounded like you. We do the deeper thinking first — working out what your brand actually stands for and how it should sound — before we document it and build your copybot.
We've already got a brand voice document. Can you still help?
100%. In fact, that's a great starting point.
The issue with most brand voice documents is they're written for humans, not AI. They say things like "we're warm but professional" — which means nothing to a language model.
We'll take what you've got, stress-test it, fill in the gaps, and reframe it in a way that actually gets results when you're briefing AI. Then we'll build your copybot around it.
Which AI tools do you build the copybot in?
Whatever your team already uses. We're not going to make you switch tools or sign up for something new.
We work in ChatGPT, Claude, Gemini — whichever you prefer. If you're already set up in one of those, we'll build your copybot right there.
If you're not sure which one to use, we'll help you figure out what makes sense for your team as part of the process.
How long does the whole thing take?
For Voice & AI Setup, we're typically done and dusted within two to three weeks.
For Voice Development & AI Setup, it's usually three to four weeks — the extra time is the deeper thinking and positioning work at the start.
Either way, we move at pace. There's no lengthy briefing process or waiting around for documents to go back and forth. We get in, we get it done.
Will our whole team be able to use it, or just the people who are already good at prompting?
The whole point is that anyone on your team can use it — not just the people who know how to coax a good answer out of AI.
We build the copybot so that a fairly simple brief gets a solid on-brand output. No elaborate prompt engineering required.
And at the end of the project, we run a training session with your team so everyone knows how to get the best out of it — and what to do when the output isn't quite right.
Do you use AI to write our brand voice document?
No. That would be a bit like asking AI to design the cage that keeps it in line.
The brand voice documentation is written by us — proper copywriters — based on your discovery session, your existing copy, your customer language and a lot of careful thinking.
We might use AI to help organise research or spot patterns in customer reviews, but the actual voice documentation is human-written, every time. That's what makes it work.
What happens at the four-week check-in?
By the time we check back in, your team will have been using the copybot for a month. We'll have real examples to look at.
We'll review what's working, look at anything that's still sounding off, and update the documentation and copybot accordingly. Fringe cases always come up once a tool is in daily use — the check-in is how we make sure they get sorted.
Think of it as a fine-tune once it's bedded in, rather than a sign-off and goodbye.
We've tried giving AI our brand guidelines before and it didn't really work. How is this different?
Yeah, this is the most common thing we hear. And it makes sense — most brand guidelines aren't written with AI in mind.
Pasting a PDF into ChatGPT and hoping for the best isn't training. It's hoping the model picks up on things it's not designed to pick up on.
What we do is different: we write documentation specifically designed to work as AI instructions, covering the things language models actually respond to — sentence structure, vocabulary, what to avoid, how to handle different content types. Then we build and test the copybot properly before handing it over.
That's why it works when the old approach didn't.
Can we pay by card or split the invoice?
Yes, 100%. We know cashflow isn't always straightforward.
We accept corporate cards (including Amex), and if you'd rather split the payment over a couple of instalments, just say the word. No fees, no faff — we'll sort it.