Reclaiming Your Voice: Brand Storytelling in the Age of AI

In an era where AI can churn out seemingly endless streams of content in seconds, a surprising trend is emerging. Companies are starting to scale it back. After diving into tools like ChatGPT for speed, ease and convenience, many brands are recognising that efficiency alone doesn't build meaningful human connections. They're instead rediscovering something more timeless and essential - their own distinct voice.

The problem with ‘too much AI’

We’ve heard growing concerns around the overuse of AI over at Marmalade HQ recently. People have shared with us that their messaging feels generic, lacks authenticity, fails to resonate or no longer communicates what matters. The risk here is real, that brands can compromise their integrity and damage trust with their audiences when they use AI too much.

But what’s behind this movement? Yes, AI tools are certainly part of the conversation, but the bigger issue lies in how they’re used - something we’ve previously explored in our AI Joyriding blog. Yes, these tools are powerful, but they’re only as good as the data and information they get fed. In many cases, AI strips away what matters most, authenticity, emotional nuance and a human point of view.

That’s why brand storytelling is making a comeback and reasserting its value. It’s not just marketing jargon, it’s a core strategy and it all begins with tone.

Understanding tone with the Nielsen Norman 4-D Model

Tone is the emotional filter through which your brand speaks and, according to research firm Nielsen Norman Group, it can be measured along four key dimensions:

1. Funny vs. Serious

2. Formal vs. Casual

3. Respectful vs. Irreverent

4. Enthusiastic vs. Matter-of-Fact

The goal isn’t to force your brand into adopting an extreme tone. It’s about identifying where you fall on each spectrum and making sure that aligns with your brand values, audience expectations and broader context.
It can be broken down even further:

Funny vs. Serious: Is your brand ethos playful and witty or sincere and thoughtful? Humour can be an effective tool for some, but can erode trust and undermine credibility if misused.

Formal vs. Casual: Does your brand sound like a trusted advisor or a good friend? Think carefully about how your audience wants to be spoken to before putting pen to paper.

Respectful vs. Irreverent: Do you challenge the norm and push boundaries or play it safe? Irreverence can signal boldness, which can have its benefits but also risks alienating your audience.

Enthusiastic vs. Matter-of-Fact: Is your tone vibrant and passionate or calm and authoritative? Too much enthusiasm can feel inauthentic and too little can seem indifferent.

Once you know where you sit on each axis, you can build a tone of distinct voice that’s unique to you and not borrowed from templates, trends or - VITALLY - an AI prompt.

Every brand has a story with a voice to match

Your tone should naturally emerge from your brand story. If your brand was founded to challenge norms, a more informal or irreverent voice could make sense. If you’re in a highly regulated sector where trust is critical, a more formal, matter-of-fact tone might suit you better.

But it’s crucial to remember one golden rule above all: No two stories are the same, so no two tones should be the same either.

Authentic storytelling offers the perfect antidote to generic AI content. It’s a way to express your origin story, highlight your people and engage your audience in a real conversation. It gives you a space to talk about your successes, as well as your failures, because transparency builds trust. 

Shifting back to the human voice

As clients take a step back from AI sameness, they’re now asking how to reconnect with their brand’s voice and sound like themselves again. Crucially, how do they bring their story forward in a way that cuts through the noise stemming from other brands.

At the heart of all of this is brand strategy, which is underpinned by clarity of tone alongside narrative purpose. Simply put, content needs to have a defined voice and storytelling needs to be intentional.

This is where tone, story and brand identity intersect. Done well, your voice becomes more than a stylistic choice, it becomes a call-to-action that instils trust, identity and intention.

Bringing it all back together

AI will always be part of the content ecosystem and that’s not going away. Yes it has its place in modern workflows, but the brands that stand out will be the ones who own their voice rather than outsource it to an AI tool or platform.

If you feel you’ve gone too far with AI and want to return to something real, start with your story and revisit your tone. Use the 4-D model to recalibrate your message and make sure every customer touchpoint reflects who you are, not what the algorithm thinks you should be.

Yes, the world of AI is a noisy place but the most powerful sound is a voice that’s unmistakably yours.