Transcription
The single most important thing that you can do to get better AI content is not better prompts. It's adding your brand context. It now has a voice. It's got a point of view, even a set of color palettes that it will default to. But the problem still is none of it is yours. So on the left, you've got competent AI content that could belong to anyone. And on the right, two of my own assets that I've created. And you can tell they're mine before you read a word. And importantly, I feel like they're me, too.
So the issue is that Claude doesn't know who you are by default. So, by the end of this video, you'll have three files to fix that. A brand document like this one, a voice profile so good that you'll wonder why you hadn't done it sooner, and from that point on, everything you produce sounds and looks like you. So, you do the work once, and it pays back for a long time. So, let's get started with the voice segment.
So, AI content is now sounding quite good. It's competent, but not personal. And even if you don't know it yet, you speak in a very personalized way from the word choices you use, the pacing, the filler words. And I only came to realize this about myself when I started filming and then transcribing my own videos for my own brand voice. You might have something basic already set up that gives you a few voice rules, but what we need to do is actually extract your values and the way that you think to make it even more personalized and the opinions sound like yours. Now, the brand voice has to live as a file that Claude can read every single time. So, we've got voice profile MD which sits inside our brand context folder.
So, what we've done is basically turned this process of extracting your brand voice into a skill that you can use today and it is the marketing-brand voice skill and the original came from a member of the Aentic Academy. So, he posted a brand voice playbook that he'd been using for his own writing and the responses he was getting were ridiculously good. So, I tried it for myself, iterated on it, and then turned that playbook into a skill so that anyone in the community could run it. And I'm going to run it now as if I'm setting up a new brand voice from scratch and show you a sample of the kind of questions it asks as you go through. And I'll show you where to get these skills for free later on in the video. So, we're going to run the slash command just to make sure it works. Marketing brand voice and we're going to say, "Help me create my brand voice."
Now, we've got several different modes. We can import existing brand voices. We can extract it from our raw content, so paste in samples, or we can build it from scratch. So, say you're starting fresh or your existing content is already generic and AI generated and actually what we want to do is reliably extract from questions that will ask you to pull out your personality. And the last method is actually going and scraping. So you could just give it access to your LinkedIn URL, a website, etc. But you need to make sure that you've got the relevant scrapers already set up there. We're going to start it from scratch and use the 10 to 15 minute playbook version. And we want to go into this full deep dive.
So this next concept is really important. 80% of your brand voice is dictated by your personality. So it's the stance you take on things. So it's going to ask you things like, do you have an anti-corporate stance? Like what annoys you most about how business is done in your industry? So, this is about taking a unique angle and what do you actually represent? When you want to talk to your customers or your audience. So, I prefer in detail, real examples versus fluffy demos. When someone comes to you with a problem, how do you naturally respond? So, I'm pretty collaborative. It's going to go and use Claude's ask us a questions feature to actually prompt you to answer multiple choice questions or paste in certain bits of samples as you go through. In real conversations, are you more I'd say I'm gentle but truthtelling, but also explain through examples. So, I'm going to say two and three. And then it starts to ask you things about your actual story. You know, what's your professional background? And you can just extract and pull this from various different places. But you start to get a picture of how it's building up your personality first.
Then if you don't have an ICP or a positioning.md file already existing, then it's basically going to go through and try and understand your strategic framework. So it will go through and ask a series of questions about your clients and what you represent or what your brand represents when you're actually marketing to others. So ideal client pain, who are you talking to and what's the exact pain they're feeling right now that makes them open your email or click your post. And this really important that throughout this you obviously bring in as many examples as you can that represent actually what you've done or what you represent. So mine is business owners or aspiring business owners who want to leverage AI and claw code to increase their output, retain high quality output, and ultimately save their time doing so. What tone resonates with your audience? What kind of voice do they already trust? What would immediately turn them off? So SMBs trust non-jargon speak. Ironic that I said SMBs and no fluff when creating content you feel most authentic when you are sharing personal stories and lessons breaking down complex topics simply. Yeah, let's go with that one. And it gives us a few options that we can go for there.
And then natural language patterns. So, how do you actually talk? Do you use we and us or you and I? Do you tell stories or stick to facts? Any words or phrases so often that friends tease you about them? So, you can see how it's really bringing out actual vocabulary, phrases, word choice. And then step three once we've done the personality and the strategic framework stuff is example collection. So this is possibly the most important part which is actually going to your LinkedIn if you feel like that represents you. Going to your landing page if you've got content that represents you. If you've got a blog post or used to have a blog post or just transcribing something directly into here exactly how you would speak. The best kind of use cases are where you've been on a podcast you've got a video that you can play back and transcribe of you telling somebody something. then that is the best examples that you can use to actually bring out your accurate voice profile that's going to sound like you. Or of course, you can skip this and it will build from your answers alone. You'll just get a less good output from the back of it.
It will then generate three example voice test samples for an email opening, a LinkedIn post, a landing page headline, and supporting copy. You can have a read through those, iterate based on that. I wouldn't worry too much about these sounding exactly like you because this is a live file that you'll update over time. And when you apply it to real business context and your examples, that's when you'll start to actually iterate on this and realize how close it sounds to your own personality and the way you speak. And I'm going to come back to my agent view here and say, "Write me a LinkedIn post about claw code." And it will go through and actually then generate one. And what I'm going to do is paste it directly into an AI detector to show you that if something sounds like you, it's less likely to get flagged by something like AI detectors. Now, I'm definitely not encouraging just generating and churning out content. This is about vetting it and retaining high quality, but I just want to prove that actually something might sound quite like you and therefore not be detected as AI slop or AI content like this. You can also add things like a humanizer skill to make sure that actually we can run it through these and make it even less robotic sounding but still retain the patterns that you use in your brand voice. So there we go. We've taken that and it's basically identified parts of the hook that might be AI or GPT generated but actually 12.2% chance of it being AI generated. So, it shows you the power of personalizing it to your own voice. And actually, if you've completed this now and you're thinking, "This does sound like me." And then it's been validated again by not sounding like AI, too. That's a really good sign, but it's obviously not necessary. You might sound more like AI than others, but it's nice validation.
So, I've actually had mine running for around a year now, and it's the file I update the most. The way you wrote 3 months ago isn't the way that you probably write today. And to make this even better, I would highly recommend splitting out your samples guide into individual samples per platform. So you can see I've got things like LinkedIn, school, etc. split out here. And that's because on each platform, I speak in a slightly nuanced way, but still retain some of the values and core concepts there. So that's the end of the first one, voice. And voice is obviously how you sound. And the body of work is what you think and why you think it. So, this is going to eliminate a lot of the work that you have to do when you're talking to AI day-to-day because it's going to inherently understand the things that you talk about and the way or the opinion you have on those things. But before we get to that, YouTube tells me that 97% of you watching this video right now are not subscribed. So, head down below and hit the subscribe button if you're getting value from this. You can also grab the free skills that I've included below in the link in the description.
So the body of work you can think of as the foundational concepts that you find yourself talking about again and again on social media to your friends. So if for example you were on a podcast, these would form the foundations of how you'd actually answer the questions you were asked. And all these thoughts in here should be thoughts that you're continuously developing over time about your topic area or your area of expertise. So this is much easier to write than doing the brand voice document. And I've also given the prompts down below in the links. But we've basically got a find your body of work process here. It's not a specific skill, but all you need to do is actually prompt Claude to read this document and develop collaboratively with you your body of work. But to skim over this, we're basically going to gather your past content from chats you've had. So from your long form posts, from your video or podcast transcripts, from your sales pages, about pages, anywhere you've articulated your view of certain things. Once you've done that, it's going to basically pull out from that content recurring ideas. So, a good way to also do this is to get Claude to look over your conversation history or GPT to look over your conversation history in the last 30 to 90 days and pull out the recurring themes here. And it's basically going to give you a single line thesis and then three strong opinions that basically underpin that thesis. What we're going to then do is basically optimize those ideas collaboratively with you and finally you will get an output with a single markdown file that is basically your body of work that will feed into all of your existing content. And as an example, you can see what mine looks like, right? I've got a core thesis which is claw code is the execution layer for all your knowledge work and then we've got things around skill systems being individual skills. So this is something that if you've watched my videos before you'll see me talk about continuously we've got skills of the IP. So again a little bit about skills and what I think about those and then talking about actually underneath everything it's all just files is about architecture. So these are the things that I talk about again and again on podcasts, in my videos, in my social posts and they all are my foundational concepts, 7 to 12 concepts that form all of my theories and I adapt these and build on them over time.
So the impact the body of work has is it feeds into every bit of content. So instead of trying to reword angles all the time that Claude or GPT have produced for you on a certain topic and explain them again and again, it's going to get you to a 60 to 70% version. So when you combine this with the voice profile, it becomes really powerful. So pieces that you create are going to be anchored to your point of view. And that's why it's so incredibly useful.
So up until this point, we've been talking about everything that impacts stuff that we write about. We decided to take it one step further and wanted a coherent look and feel about our brand. So this is what most people associate with brand, right? Every visual asset should feel variable, but still consistent. It should still engage the audience by having that variability, but actually it looks like our brand feel. People recognize our posts because there's a consistency about them. the colors, the fonts, the way we use graphics, etc. And for this, we wanted to reverse engineer best practice. So, I actually went out and paid for a branding agency to do this piece of work for me and then reverse engineered that process into a skill. Now, this skill is one available as a paid extra inside our Aentic Academy community. So, if you're impressed by the results and you want to get one of these that produce your brand book and feed that then into all of your visual assets, say your LinkedIn posts, your Instagram reels, your short form to long form content, the slides you generate. If you want all of that, then you can grab that as a paid extra. But if you just want to actually work out the logic and copy exactly what I've done, then I'm going to show you the logic behind every step.
So, it's useful to start by showing you what you'll end up with at the end of this. So, you might have things like your color palette. So, you can see that we've got all four colors here, including our second accent color that brings things to life. How those colors actually work together in practice. We've got the typography, so what fonts we use, how they scale, and then more importantly, how those look in some mock use cases. So we've got some dashboards mocked up here which show the colors on social posts etc and how they actually might look when they come out the back of it. We've then done things around logos, logo design, the values of the brand etc etc. So these form your brand guidelines but it doesn't only happen there right we can't just have that visual PDF brand book for claw code to use it outputs all of the fonts as actual files as well as a tokens.json JSON which basically has everything that we've just defined including all the color palettes etc. so that claw code can use it to lock in designs specifically based on these design tokens i.e. we're not going to get variability every single time. It's going to be consistent in the way it feels and looks. Now out the back of it you can see how this looks when it actually generates everything in a consistent brand look and feel across different things. So this for example is a carousel generator for LinkedIn and Instagram that you can see has that consistent look and feel throughout individual slides but also the variability. So when you apply this brand visual design system to specific other skills like a LinkedIn carousel creator, it injects those tokens and make sure we build templates around your visual identity and based on the visual references we give it, it will spin up various templates.
So let's go through and run it. So it's marketing visual identity skill. We'll just tell it to create an identity for us. And you can speed this up if you already have design tokens for example in place. And it's obviously found my existing one already. So given it a brand name as Simon scrapes and it's setting up the mock directory structure which basically has a folder for templates. So like I mentioned, if we're connecting this to things like LinkedIn carousels, then we're actually going to create templates from our visual references. So it's going to ask us for a bunch of visual references that represent our brand and therefore pull it in. It's also created the visual identity folder where it will store our fonts, our head shot, logos that we often use and tokens. And you can see right now that tokens is very empty because we've not mocked up any of this. So all we're doing is effectively getting it to create these files and folders and then feeding them into relevant skills that create specific things like slides. So we're asked if we want micro labels at the top like date, brand, and ro. And it will start to lock these into tokens.json. And we can enter any answers and basically get this customized to your brand completely. And those will all be consistent then because they're pulled from one file. And what we're doing is just basically defining a configuration file of preferences and styles that it can pull from. Much like if you were doing this work manually, you pull from your assets. That's exactly what it's doing.
Then we move on to reference materials. So we upload three to five visual style references you admire. These can be linked carousels from people you like, Instagram posts from brands with a strong identity, a website URL with the right vibe, or brand book PDFs you admire. Like everything, the more you give, the better I can extract palette typography and design moves. This is one of those that you don't skip because if you skip it, your templates are not going to look anything like you want them to. So, for example, when we're creating the LinkedIn carousel demonstration, we put in these artistic style setups, reference one, reference two, three for the slide bodies, four and five. So, this was all obviously based around LinkedIn carousels. We can split out different designs and different styles there. Off the back of it, it was then able to actually create from the reference something at fairly similar representation. And this won't be exactly how it produces it every time, but what it will do is take this slide and adapt it based on that. So that's one that's like our body, but we also have things like the hero image. So we've got the reference image there, and we've obviously turned it into a semi- template that we can take and adapt. Now, what it would do is actually replace the key elements inside this visual. So it replace the claude, it will replace these guys, and it will replace all of the text, etc.
Next, we upload our logo. And what we do is just add all of these to the visual references folder. and tell it exactly what they are. Will you personally appear in the post? Like you can pull an avatar, a cover photo, and it will basically pull from those headsh shot. So you saw earlier where it pulled my headshot and added it into your LinkedIn carousel. And you can even add an existing brand book PDF that you can extract from landing page screenshots, Figma pallets, custom fonts, anything you want to personalize it with. You absolutely can. And because we basically gave it no references as an example, it says, okay, we're going to create a neutral identity now, and we can swap everything in later when we want to change and update it to be our personal visual identity. Now, at the back of it, it's creating a Simon Scrapes brand guidelines. It's given us a mock logo because we didn't actually give it one. You can see it feels and looks fairly similar to the one we had before. We didn't give it a logo because actually these are all the default settings. So because I didn't give it much information, it's basically gone through and apart from fonts which which it asked us when you use Guist, it's basically come through and used the same default color palette, etc. But either way, we've got some brand guidelines out the back of it and now it will be mocking up things like templates for LinkedIn carousels, etc. in the background that can then get injected into any of the skill systems that we use with it. So all your thumbnails, your carousels, your slides, your ad creatives will all be recognizably the same brand without you having to sit there and actually art direct each one of these because all of the information, all of the design tokens like the mast head, the headlines, the fonts, etc. will all get pushed into every visual output that you produce.
So together you've got three files. You've got voice, which is how you sound. You've got body of work, which are the thoughts and opinions you have and angles on those topics. And then you've got your visual identity. So you just need to build all of these once. And then every output that claw produces from that point sounds and looks like your brand. So you can create this for your personal brand, you can create this for your business brand, you can create it for both. And I guarantee you this is going to make you stand out in a world of AI slots. So next video I'm walking you through actual examples of what this system produces in terms of the LinkedIn carousels. So you'll see for different topics how consistent the outputs get when that foundation of your design system is in place. Thanks for watching. See you in the next one.