Define behaviour before development
Define behaviour before development by translating brand values into expectations for how an AI experience acts, not just how it sounds. Make those expectations part of brand strategy before building a chatbot, writing prompts or launching AI content.
Tone of voice, content strategy and visual identity guide what a brand communicates and how it appears. They do not, on their own, determine brand actions, address inconsistency or guide decisions under pressure. A chatbot handling a frustrated customer needs behavioural expectations as well as appropriate wording.
Set those expectations alongside positioning, value proposition and target audience. Connect the actions expected of the AI with the brand's communications so that both contribute to the intended experience. Adding a brand layer after the technology is built may shape tone of voice, but it misses the opportunity to make brand behaviour part of the experience's foundations.
Sources: The Prompt: Are your brand guidelines ready to deliver behaviour?, The Prompt: AI, ACL Tears and Building Stronger, More Resilient Brands