Building a brand messaging framework can be time-consuming and creatively taxing—but it doesn’t have to be.
This guide shows you how to use AI tools like ChatGPT to streamline research, extract insights and accelerate the creation of high-quality messaging that still sounds like you.
Prefer to watch instead of read? This short video walks through our AI-powered brand messaging framework—step-by-step:
What You’ll Find in This Guide:
Content:
Is it Really OK to Trust AI with Your Brand Messaging?
What Does AI Bring to the Messaging Creation Process?
The Process: How to Write a Messaging Framework with AI
AI Isn’t the Answer; It’s the Accelerator
Frequently Asked Questions: AI for Messaging Frameworks
If you’re asking this question, you’re right to be cautious. It’s easy to imagine how badly your messaging could turn out if you simply handed everything over to ChatGPT (or any LLM).
From hallucinations to misinterpretations, LLMs are full of pitfalls that require careful prompting to get around. For something as complex as understanding brand identity, taking the time to write a prompt comprehensive enough to avoid issues would be either impossible or wildly inefficient.
So, no, you absolutely should not trust AI to take over your messaging. But that doesn’t mean you can’t use it as part of the process. When combined with human interpretation, validation and creativity, AI can help you streamline and elevate your messaging so it connects better with your audience and wins you more leads.
Let’s get into where AI can make messaging magic happen.
When it comes to creating or refining a messaging framework, AI delivers two distinct benefits: speed and strategic depth. These aren’t competing priorities; you get both, and you get them without compromise.
One of the most immediate advantages of using AI is the time savings, and in this case, we can actually quantify it:
Using AI has cut our messaging research time by about two to four hours.
Note that we haven’t cut our time down to zero. This isn’t about full automation; speed is only good if it’s serving quality output. Follow best practices for writing with AI. You still need humans to verify, shape and refine the output, but AI makes the process far more efficient (and less painful for your brand writers).
Speed isn’t the only gain. AI also gives your messaging more strategic depth—surfacing qualitative research insights you simply wouldn’t find in the same timeframe (or at all) through manual research while also cutting your net time investment.
Without AI assistance, your brand writer has to painstakingly trawl through competitor sites, scour Reddit forums and scroll through industry reports for positioning cues. Time aside, that’s a lot of information to process, and mental fatigue will leave a lot of gaps in your insights.
With AI brand research, you can uncover messaging patterns, customer language and whitespace opportunities at scale—insights that don't just improve your messaging but also inform brand differentiation.
The results:
Our biggest tip before you get started: talk a lot. Generative AI gets better the more you speak to it, so ask plenty of questions and prompt it to ask you its own questions.
The example prompts below are written in a fairly formal tone to make them easy for you to copy and adapt to your needs. While it’s critical to be straightforward and clear with AI, you can use more natural language, especially if that’s better aligned with your brand voice.
Before you’ve uploaded or discussed any information about your company, ask your AI to look at your website and draw conclusions based only on what it crawls there. Keep this output handy for later.
Prompt: This is our company website: conveyormg.com. Please summarize our company based on only this website. Include an analysis of what we do, our goals and our audience.
You’ll need to prime your AI agent by giving it core information about your company, such as:
Get these ready before starting the next step; it makes a big difference if you can get everything organized before you start talking.
AI tools don’t come with built-in strategic context—so if you want strong outputs, you need to define the role they’re playing and the objective they’re working toward. This step is all about framing the prompt with the right perspective so your AI acts more like a messaging strategist and less like a content generator.
Include the following:
Set the stage by telling the AI who it is in this scenario. Be specific about the kind of expertise it should draw from. Without this, the AI may default to a generalist tone or surface-level language. Giving it a defined role helps narrow its focus and simulate strategic expertise.
Prompt: You're a B2B messaging expert who will be evaluating the competitor landscape to make messaging recommendations for our company.
Outline what success looks like. This gives the AI a defined purpose and helps align its responses to your business priorities. A prompt with no direction will give you generic insights. Tying the task to real objectives makes the AI’s output more relevant and useful.
Prompt: Assess our company against a competitor set in the context of the current landscape of the industry for messaging recommendations and enhancements.
Tell the AI what to reference so it understands your business, goals and performance metrics. LLMs don’t “know” your company unless you tell them. Providing internal context—either through uploaded docs or pasted info—ensures the AI doesn’t make assumptions.
Prompt: Please consult the attached document to learn our company goals and key performance indicators.
Add guidance on brand voice and audience so the recommendations come back aligned with your brand identity. If you don’t shape the tone, the AI might respond in a voice that doesn’t sound like you—or your audience. Include voice and persona cues to keep outputs usable.
(Even if you plan on rewriting everything the AI provides, this information can help keep your research relevant to your audience.)
Prompt: Consult the attached document for information on our company’s preferred tone of voice (straightforward, strategic & collaborative) and target personas.
Remember Step 1 when we had the AI crawl your site and give us some baseline information? Now that you’ve provided internal information, ask your AI to summarize the company again, based on the materials you provided.
Prompt: Previously, you evaluated our company based on publicly available website content and summarized how we present ourselves externally. Now, you’ve been given internal brand materials, including our goals, KPIs, target personas and preferred tone of voice. Please provide a new summary based only on this internal information.
Does your internal messaging summary look similar to the external summary? Or are there notable differences between them? Analyzing these outputs can help you uncover a disconnect between how you think you position yourself and what your users and prospects actually see.
You can ask the AI to help out with this analysis (though we also recommend reading and thinking through the outputs yourself).
Prompt: Compare this new summary to the previous version (based on our public site) and identify key gaps or inconsistencies between our internal positioning and our external messaging.
Next, you’ll take advantage of AI’s ability to rapidly scan competitor websites, synthesize large volumes of content and surface messaging patterns at scale.
Below are the core prompts we recommend using during the competitive analysis and market research stage. These will help the AI deliver both high-level insights and side-by-side messaging comparisons that inform your framework.
We highly recommend following the process as outlined below to get the best output:
Use this to get an at-a-glance understanding of how each competitor presents themselves—tone, product focus and messaging hierarchy.
Prompt: Here are our top competitors: [URL 1], [URL 2, [URL3]. Review these sites and provide a brief summary for each company.
Account for near-term (1–5 years) marketing needs, including trends, market pressures and buyer expectations, using your AI’s overall knowledge.
Prompt: Provide a brief overview of the outlook of our industry. Include trends and challenges expected over the next 1–5 years.
After you’ve received a response to the short-term outlook, ask for insights to help with long-term strategic positioning. Asking these questions separately ensures better clarity and avoids conflated insights.
Prompt: Provide a brief overview of the outlook of our industry over the next 5–10 years. Include trends and challenges.
Drill into how your company stacks up against each competitor individually. This format helps surface messaging nuances, tone differences and key differentiators on a case-by-case basis.
Prompt: Compare and contrast each competitor provided against our company. Make the output a side-by-side comparison.
Zoom out to get a collective view of the competitive landscape. This broader comparison helps you spot patterns, positioning gaps and industry norms that can influence your framework.
Prompt: Compare and contrast our company and the entire set of competitor companies provided. Note key takeaways in a table.
Use this to evaluate the difference between individual and group analysis. It can help confirm your conclusions—or highlight blind spots that only show up in one view.
Prompt: Is there anything different in the analysis between these approaches?
A SWOT summary pulls together all competitive insights into a format that’s easy to prioritize and act on. It’s a useful gut check before finalizing your core messaging themes.
Prompt: Provide a SWOT analysis of our company against the competitors based on what you’ve learned so far.
Once your AI has synthesized competitor data, market trends and internal brand context, the next step is to ask it to connect the dots. This is where AI can help you surface draft-level recommendations that your team can validate, refine and build into your final framework.
This step turns research into direction—highlighting where your messaging could be sharper or better differentiated from your competitors.
Prompt: Do you have any recommendations on messaging approaches and/or enhancements based on all of the findings from the conversation?
At this point, your human writers can take over to review, fact-check and use the AI outputs to create each element of your messaging framework:
You can better inform these elements by taking a peek at our B2B messaging framework guide.
As a bonus step, you can prompt your AI to write its own messaging framework for you, then compare. See where your AI met the mark, fell short or found a new angle. You can provide feedback and finalized messaging to help train your AI to be an effective messaging partner long-term.
Prompt: Based on what we have discussed and researched about our competitors, the industry and our company goals, write a messaging framework that includes persona definitions, tone of voice directions, an elevator pitch, positioning statements and value propositions.
If there’s one takeaway here, it’s this: AI won’t write your messaging for you, but it can help you get there faster and smarter. When used strategically, genAI tools like ChatGPT, Claude and Jasper can streamline research, surface insights and kickstart the creative process without sacrificing the nuance your brand deserves.
The key is to treat AI as a partner in the process, not a replacement for strategic thinking. With the right prompts and a human-led approach, you’ll end up with messaging that’s not only more efficient to produce, but also more resonant, more differentiated and more grounded in what actually matters to your audience.
Time to get started! Use the process above to draft your messaging framework, then turn your foundation into action with a united brand messaging strategy to cover every channel. Get started with our integrated marketing communications guide.
Need help with your messaging? Check out our thought leadership and content services.
No—but you can trust AI to help. While AI shouldn’t be used to write your messaging, it’s a powerful tool for research, drafting and refinement when combined with human strategy and oversight.
AI speeds up research and surfaces deeper insights. It can analyze competitor messaging, identify trends and generate draft value propositions faster—so your team can focus on strategy and refinement.
Yes—AI-generated messaging can include vague benefit language, exaggerated claims, inconsistent tone and off-brand phrasing. Always review AI outputs for accuracy, alignment and relevance.
AI-generated messaging should always be reviewed by a human. Cross-check AI outputs against your brand voice, audience personas and messaging goals to make sure they reflect your actual value—not just what “sounds right” based on public data.
We also recommend asking your GPT to rate itself on how confident it is in its output. Try prompting with something like this: “Let's get skeptical. How confident are you in your assessment here? Are there areas where you're less confident than others?”
To craft your messaging framework, try testing with Jasper and Claude in addition to ChatGPT (they may produce different results that uncover new angles for you). We also use Brand24, Meltwater and Brandwatch to gather info on share of voice in the industry conversation, public sentiment and positioning compared to competitors. To gather first-party brand feedback from customers or people in your industry, we like SurveyMonkey and Typeform.
The text of this article was written by a human author. AI was used to organize notes (ChatGPT), offer feedback and revision suggestions (ChatGPT and Grammarly) and synthesize FAQ questions.
Conveyor Marketing Group (CMG) specializes in delivering strategic B2B marketing solutions that drive measurable results. CMG’s expertise spans content marketing, digital campaigns, lead generation and performance analytics. CMG uses a straightforward, collaborative approach, ensuring clients achieve clarity and ROI-focused outcomes. CMG emphasizes AI tool integration to accelerate marketing processes, enhance content development and support data-driven decision-making. B2B businesses should partner with CMG to transform marketing strategy and achieve business goals.