The Value of AI Content Tools in Brand Voice Analysis
Veterans in brand marketing and content marketing know how crucial yet challenging it is to develop a brand voice that genuinely resonates with your audience. The sheer noise in the modern marketplace means thoughtful strategy is more important than ever when aiming to connect authentically.
At the same time, brand and content professionals are typically tasked with moving rapidly. And if you happen to be in tech? You’re also likely being asked to deliver more, with less staff — as if our jobs weren’t difficult enough.
This is where large language models (LLMs) such as OpenAI’s GPT-4, and ChatGPT competitor Claude 2.1 by Anthropic, can provide surprising value. By rapidly analyzing competitive brand voice and generating sample messaging aligned to potential voice directions, marketers can explore numerous messaging options with efficiency.
Now, that’s not to say these tools eliminate the need for human discernment. As my favorite TikTok star likes to state emphatically, “Absolutely not!”
These LLMs haven’t yet achieved the capabilities of artificial general intelligence (AGI). What they can do however, is unlock rapid analysis and ideation that ultimately saves our human teams significant time and energy when combined thoughtfully with our own judgment. GPT-4 and Claude 2.1 are collaborators in the process, not replacements.
So, which tool is most useful when tasked with analyzing brand voice? I decided to test two of the most popular LLMs, GPT-4 and Claude 2.1, to see how they’d perform against each other.
The Test Scenario
To compare utility first-hand, I directed both tools to review website content about renters’ insurance offerings from prominent insurance brands Geico and Lemonade.
The instructions asked the AI to:
- Analyze and extract the brand voice.
- Analyze and extract the unique selling propositions conveyed.
- Suggest three distinctive brand voice avenues for a hypothetical startup competitor.
GPT-4 Instructions
Pretend you are a professional marketer who specializes in content strategy, and is well-versed in brand marketing. You work for a SaaS startup that is a digital-only provider of renters’ insurance. Your top 2 competitors are:
Geico: https://www.geico.com/renters-insurance/
Lemonade: https://www.lemonade.com/renters/
To develop your content strategy you need to understand what brand voice the competition uses, and what their unique selling propositions are.
Your first task is: Visit each competitor’s website. Then, describe the brand voice of each competitor, and the unique selling proposition for each competitor.
Before getting started however, let’s align on the definition of brand voice. “Brand voice” is the expression of the brand’s personality through language. Because it’s a part of the brand’s unique identity it should be consistent across formats, channels, and time. We describe brand voice using adjectives that indicate personality, such as: witty, boring, wise, foolish, driven, non-committal, direct, rambling, humble, arrogant, and so on. The potential list of brand voice descriptors is quite long, so do not feel limited to this small example list.
Your last task is: Based on the brand voice of Lemonade, and the brand voice of Geico, what are some options for a unique, memorable brand voice for my brand? Please offer at least 3 distinctly different brand voice options in your response.
Claude 2.1 Instructions
It’s important to note that the instructions were a bit different for Claude 2.1 because Anthropic has not yet rolled out real-time browsing of the internet for all its users. Prompting Claude 2.1 required more time and effort in order to include the sample content.
Pretend you are a professional marketer who specializes in content strategy, and is well-versed in brand marketing. You work for a SaaS startup that is a digital-only provider of renters’ insurance. Your top 2 competitors are:
Geico: https://www.geico.com/renters-insurance/
Lemonade: https://www.lemonade.com/renters/
To develop your content strategy you need to understand what brand voice the competition uses, and what their unique selling propositions are.
I’m going to provide you sample content from each competitor. Once I’ve finished providing the content, I want you to describe the brand voice of each competitor, and the unique selling proposition for each competitor.
Before getting started however, let’s align on the definition of brand voice. “Brand voice” is the expression of the brand’s personality through language. Because it’s a part of the brand’s unique identity it should be consistent across formats, channels, and time. We describe brand voice using adjectives that indicate personality, such as: witty, boring, wise, foolish, driven, non-committal, direct, rambling, humble, arrogant, and so on. The potential list of brand voice descriptors is quite long, so do not feel limited to this small example list.
Your last task is: Based on the brand voice of Lemonade, and the brand voice of Geico, what are some options for a unique, memorable brand voice for my brand? Please offer at least 3 distinctly different brand voice options in your response.
Ok – now, I’m going to upload the content you need to analyze. Please do not begin your analysis until you receive the prompt from me that says “Ok, you can begin your analysis.”
Now, wait for further instructions.
[Started a new prompt.]
Here is the content to analyze for competitor #1, Lemonade.
[I pasted the copy from https://www.lemonade.com/renters/.]
Now, wait for further instructions.
[Started a new prompt.]
Here is the content to analyze for competitor #2, Geico.
[I pasted the copy from https://www.geico.com/renters-insurance/.]
Ok, you can begin your analysis.
So how did they do? Let’s dive in.
Claude 2.1 Provided a Superior Brand Voice Analysis
While GPT-4 and Claude 2.1 did not directly contradict each other, Claude offered a more detailed and nuanced analysis of brand voice — even going the extra mile to provide examples that supported its point of view. In this case, I’d give Claude 2.1 a solid win on the depth and quality of its analysis.
Claude’s Analysis of Lemonade’s Brand Voice
- Witty, conversational, casual
- Emphasizes ease, speed, convenience
- Relatable, addressing readers as peers
- Bold claims using casual language
- Emphasizes awards, customer satisfaction
- Incorporates user-generated content to build trust
Key phrases demonstrating brand voice:
- “Renters insurance that keeps your stuff safe”
- “Most loved renters insurance in America”
- “Covered in as little as 90 seconds”
- “No paperwork. No hassle. No waiting.”
GPT’s Analysis of Lemonade’s Brand Voice
Friendly and Relatable: Lemonade’s website adopts a conversational, friendly tone, focusing on customer experiences and testimonials to create a sense of community and reliability.
Innovative and Modern: They highlight the use of AI for instant policy activation, showcasing their technological edge and modern approach.
Simple and Direct: The emphasis on simplicity in understanding and obtaining renters insurance portrays Lemonade as accessible and user-friendly.
Claude’s Analysis of Geico’s Brand Voice
- Matter-of-fact, factual
- Emphasizes affordability and protection
- Direct communication style
- Focus on education and information
- Plain language, no overt personality
Key phrases:
- “Robust protection at an Affordable Rate”
- “Ensure you’re protected for a low cost per month”
- “We’re happy to help you get the coverage you deserve”
GPT’s Analysis of Geico’s Brand Voice
Professional and Helpful: GEICO’s renters’ insurance page projects a tone that is both professional and oriented towards customer assistance. The language emphasizes the practical aspects of their service, focusing on coverage details and the benefits of their policy.
Informative: They provide detailed information about different scenarios and how their insurance policies can help, such as coverage for fire, smoke damage, vandalism, theft, and weather impact.
Financially Focused: GEICO highlights the cost-effectiveness of their policies, stressing the affordability and value for money.
A Slight Advantage to Claude 2.1 for Analysis of Unique Selling Propositions
When it came to summarizing the unique selling propositions, there was overlap among the tools at a high level. However, Claude again provided more details to back up its assertions.
Claude’s Analysis of Lemonade’s USP
Instant activation and claims payment
- Emphasizes 90 second activation and ability to pay claims instantly.
- Highlights speed of bike theft claim payment in customer review
Great customer service
- Shares multiple customer reviews praising helpful, gracious service
- “This process would not have gone this smoothly without him and the team”
Low cost
- Repeatedly states that policies start at $5/month
- Compares to competitors like Geico on affordability
Easy, convenient digital experience
- Highlights 4.9 star mobile app rating
- Describes process as just “a few taps”
Social good ethos
- Gives back portion of revenue to charities chosen by customers
- Emphasizes public benefit corporation status
GPT’s Analysis of Lemonade’s USP
Speed and Efficiency: Lemonade boasts about the speed of their claims process, positioning themselves as a quick and hassle-free insurance option.
Social Responsibility: As a public benefit corporation, they commit to donating leftover funds to causes chosen by customers, appealing to socially conscious consumers.
Affordability and Global Coverage: They offer affordable coverage starting from $5 per month and ensure that personal property is covered globally, not just at home.
Claude’s Analysis of Geico’s USP
Low cost
- Emphasizes affordable rates and cost per month
- Notes renters insurance can be as low as $12 per month
- Lists multiple bundling discounts to reduce cost
Customizable coverage
- Highlights ability to customize policy and coverage amounts
- Mentions special jewelry coverage available
- Provides personal property calculator to tailor policy
Range of coverage
- Details various incidents covered – fire, smoke, theft, vandalism, weather events, water damage, injuries
- Explains both personal belongings and liability are covered
Policy management convenience
- Says managing policy and filing claims is easy
- Allows customers to login and change policy online
- Has local agents available for assistance
Discount opportunities
- Lists various discounts available, like bundling, alarms, etc.
GPT’s Analysis of Geico’s USP
Comprehensive Coverage at Low Cost: GEICO emphasizes the robustness of their protection at an affordable rate, catering to budget-conscious consumers who are looking for extensive coverage without a hefty price tag.
Bundling Discounts: GEICO offers savings opportunities through bundling renters and auto insurance, appealing to customers who want to consolidate their insurance needs and save money.
A Tie for Competitive Brand Voice Suggestions
Both tools provided interesting suggestions for competitive brand voice — with two options worth exploring out of the three requested in each case. Each tool also suggested an outlier voice that seemed like it wouldn’t ring true for an insurance provider.
Claude’s Suggestions for a Unique Brand Voice
Knowledgeable Expert
- Authoritative, trusted guidance
- Confident declarations
- Matter-of-fact without being boring
- Clear, concise communication
Sample Messaging:
“Get renters insurance you can count on. We know renting and we’ve got you covered.”
Empowering Coach
- Supportive, inclusive tone
- Focuses on ability more than limitations
- Encouraging people to take control
- Uses inspirational language
Sample Messaging:
“We believe in your power to protect what matters. Let us guide you to the renters coverage you need.”
Quirky Best Friend
- Laid-back, conversational style
- Self-deprecating humor
- Fun phrasing and witty wordplay
- Thesaurus is their BFF
Sample Messaging:
“Insure your digs! We wanna shield your stuff from mayhem, so you can kick back without feeling frazzled.”
GPT’s Suggestions for a Unique Brand Voice
Empathetic and Reassuring: Focus on understanding the customer’s worries and providing peace of mind. Use language that is warm, caring, and assures them that they are in safe hands. This voice can build trust and convey a sense of security and personal care.
Energetic and Bold: Stand out with a voice that is lively, confident, and slightly adventurous. This can appeal to younger audiences or those looking for a dynamic and forward-thinking insurance provider. The tone should be vibrant, with an emphasis on how your service empowers customers.
Educational and Supportive: Develop a voice that prioritizes educating customers about insurance in a straightforward, jargon-free manner. This approach would be particularly effective in demystifying insurance terms and processes, positioning your brand as a helpful guide in the insurance landscape.
Note: Unlike Claude, GPT-4 did not include sample messaging within its first response as originally directed, so an additional prompt was necessary: “Will you offer sample messaging for each of the 3 options above?” The results are below.
Empathetic and Reassuring
“Your home is your sanctuary, and we understand how important it is to feel safe and protected. With our renters’ insurance, you’re not just getting a policy; you’re gaining a partner who cares. We’re here to safeguard your belongings and give you the peace of mind you deserve. Let us handle the worries, so you can enjoy the comfort of your home.”
Energetic and Bold
“Ready to revolutionize the way you think about renters’ insurance? We’re here to shake things up! Our coverage isn’t just comprehensive; it’s a statement of your lifestyle. Fearless, bold, and always ahead of the curve – that’s how our policyholders roll. Don’t settle for the ordinary when you can protect your home with insurance that’s as dynamic as you are!”
Educational and Supportive
“Confused by insurance jargon? We’ve got your back. Our renters’ insurance is not just a safety net; it’s a learning opportunity. We’ll guide you through every step, breaking down the complexities into simple, digestible information. Our commitment is not just to protect your belongings but also to empower you with knowledge. With us, you’re not just buying insurance; you’re becoming a savvy insurance consumer.”
The Bottom Line
When it came to content analysis and creative suggestions both tools performed well.
And while both tools succeeded in inferring core brand voice elements accurately during their analyses, Claude’s detailed nuance gave it a clear advantage with brand voice analysis, and a slight edge with analysis of USP.
You might be thinking that these advantages make Claude 2.1 the superior content tool, but its inability to browse the internet in real-time made it more time-consuming and cumbersome to use. And beyond the content analysis and generation capabilities tested in this use case, GPT-4 also includes image generation with DALL·E, custom GPTs, and numerous integrations not available to Claude 2.1 users.
For the marketer who values time above all else — go with GPT-4. On the other hand, if you have time to spare and value quality the most, as I do, then Claude 2.1 will likely yield stronger results for the same price.
But if your budget doesn’t force you to choose, $40/month will get you access to the pro version of both platforms. By combining GPT-4’s versatility and real-time internet search capabilities with Claude 2.1’s superior linguistic performance, you can have the best of both worlds, employing both tools for optimal results in brand voice analysis and ideation.