In this article I will compare how Writitude tackles staying on-brand in texts with how it’s done in Copy AI and Jasper.
These tools (Copy AI and Jasper) treat “learning” tone of voice in a similar way, although they are a bit different in the scope of functionality that they offer in general.
That’s why I decided to talk about both of them in the same review.
Let’s See What’s Under the Hood
- What all brand consistency tools promise
- Different ways to define brand voice
- Trust it to AI
- Brand voice and style rules
- Tuning you brand voice
- Multiple brand voice guides to cover all copy formats
- What approach works better?
What Brand Consistency Tools Promise
All the tools we’re looking at — Writitude, Copy AI and Jasper, are growing into large platforms with slightly different functionality. But for the purpose of this comparison, we will only look at how they deal with on-brand copy generation with AI.
More importantly, how they all define tone of voice of a brand what technology they use.
Be it Writitude, Copy AI or Jasper — the tools offer to achieve seemingly the same, when it comes to brand voice.
- Stay on-brand
- Ensure consistency
- Scale and stay on-brand
Writitude also mentions compliance, because its tech also allows for broader customisation of wording. And it also mentions “quality”.
Language Science vs Generative AI
It’s obvious from the start, that Writitude comes from copywriters’ DNA, promising you the ability to use tools based on latest research.
You will be dealing with parts of speech, metaphors — tonality in language and factors influencing it.
While Copy AI and Jasper are distinctly generative AI platforms, where you click and choose much more than you write.
Both approaches are valid, but lie in rather different categories. So this is where the first question should be asked:
What are you expecting from your tool?
Are you looking for a long-term tone of voice automation and management tool? Or do you want to generate content with AI at scale?
Different Ways to Define Brand Voice
All the mentioned above tools claim to help you write on-brand copy, and defining a brand tone of voice guide is a big part of it. Let’s see how it’s done in both cases.
Brand voice definition in Writitude
Writitude offers many predefined tones that will cover the needs of most of the companies. You can as well build your custom tones from scratch (using Writitude Wizard or just by adding tone rules) or copying and tuning the predefined tones.
Writitude Matcher
Anyone can just match their sample text to the predefined tones and see what brand voice would suit them best.
Writitude Matcher
Then, the most suiting predefined tone can be copied and tuned very easily. Because in Writitude style and tone guides are made of rules.
Brand voice rules
The number of rules is constantly growing, at the moment there are over one hundred of them, following under one of these categories:
Choice of words
- Discriminatory language
- Formality
- Politeness and assertiveness
- Rare, complex and abstract terms
- Nativeness and regional differences
- Other words and phrases
- Custom glossaries
Readability & flow
- Improve overall flow
Emotionality
- Overall emotionality
- Negative emotions
- Special characters
Sentence structure
- Complexity
- Relationship building
Document structure
- Length
- Greetings & farewells
Every rule is thoroughly explained, so you could make a decision, if you need this for your guide or not.
Think of these rules as puzzle pieces that you can put together in a way that fits your brand.
Library of brand voice guides
It’s common for a company to develop multiple tone of voice guides — for each channel or copy format (read a use case about automating Starbucks brand voice for Instagram channel here)). So, this structure can be as detailed, as you want it to be.
You can start with an Essential tone that will cover the core rules for all your channels. And then, on its basis, create more specific tone guides with more specific requirements.
For example, add a rule like Require urgent-sounding CTAs to your Newsletter tone of voice and style guide, and it will turn into a promo email.
Add to it also custom glossary of forbidden words, if you wouldn’t like to sound too “salesly”. Or, on contrary add a glossary of required terms, to make sure your important words are included. And you have another tone and style guide for another purposes.
You are limited only by your imagination. And the fact that it’s all automated makes it easy to manage this knowledge too.
Make a change in the guide, and it will simultaneously appear in all the guides shared with your writers. Easy.
Brand voice guides for a team
All the tools will allow you sharing of the brand voice guides with your team members.
But, as I said, Jasper and Copy AI focus on content generation, while Writitude goes deeper into quality.
With Writitude you can not only generate on-brand copy, but also edit text (generated or those written by a human writer) with Writitude.
It’s no surprise that every generated text will need to be heavily edited afterwords. And the more creative tone of voice your brand has, the more the text will have to be edited or re-written.
Because the most prominent and vivid characteristics of brand voice are not manifested in every word. They are rather like bright stars in the beautiful night sky.
But how and were these characteristics should manifest is more of an art. And it’s hard to teach machine that.
That’s why automatically generated copy, especially in very vivid tones, will always have to be heavily edited.
And Writitude also gives you feedback on the compliance with a chosen brand voice guide, marking the places you should change and explaining what should be done differently.
None of the mentioned tools for copy generation do that.
Brand voice definition in AI writing tools like Jasper and Copy AI
These tools claim on-brand copy generation with AI, so brand voice seems like an important part of their promise.
They, however, treat defining it completely differently.
Predefined tones
First, you can use predefined tones. “Friendly”, “Witty”, etc (in Jasper) — as with any tool, you will have to do a great deal of testing to understand which one you’d like to pick up.
Unfortunately, there’s no tool — like Matcher in Writitude — to help you understand what tone from pre-set ones suits you best.
Custom tones
To generate your custom tone, Jasper and Copy AI will require from pasting/ downloading your sample text or providing your website.
On the basis of this copy the tool will generate your custom tone of voice that will be used for copy generation.
Brand voice analysis in Copy AI
In fact, it is a description of your tone of voice — the language used, characteristics, etc.
You can make your edits in the description of the brand voice and try to experiment in that way.
But it’s up to you — the tools don’t give you tuning “bits” that you can add or take away from your tone of voice, to achieve a different result.
Receiving editing tips
While Jasper offers ability to customise some of the style rules, as well as define replacements of some terms, compliance is not something the generative AI tools for copy creation are focusing on.
In that department, Writitude offers much broader possibilities, with its glossaries of required and forbidden words, as well as rule for exact spelling.
So, editing texts with tools for AI generation, you will have to rely on yourself. Writitude, though, will provide you with detailed feedback on what should be changed.
What Approach Works Better?
The answer is up to you, of course.
If what you need is to scale your content production asap, and at the moment you don’t have a distinct tone of voice, then, most probably you will be better off with Jasper or Copy AI.
Both will provide you with many templates for copy creation. And if your brand doesn’t yet have many tone and style rules to comply with, and you are OK with editing generated texts, both Jasper and Copy AI will give you great amounts of very structured output.
If you are aiming at more long-term results, like building you brand voice consistency workflows. And you require guided brand voice feedback to ensure compliance, then it’s Writitude.
Writitude will also give flexibility tuning your brand voice, applying multiple glossaries. This structure will allow for granular brand voice guide management that is not possible with other tools.
Having copy generation functionality too, Writitude is different in its DNA, focusing more on language. So, it’s more of a writing aid, rather than generative AI platform.
Where do you stand in your copy creation? Try Writitude for free and find out!
