AI has turned every touchpoint into a conversation. That means “brand” is no longer just how you look or what you say in campaigns — it’s how you interact: your tone, your choices, and the guardrails you set for machines that speak for you. LLYC calls this building a conversational identity: a personality and voice that are authentic, consistent with your values, and implemented across channels and technologies.

1) Diagnose reality: map the conversations you already have

• Inventory the moments where AI (or automation) already “talks” for you: site chat, support flows, lead gen, help center, IVR, email journeys, social replies.

• Identify friction: where tone shifts, answers contradict, or empathy drops.

• Outcome: a short gap report: where we speak, how we sound, what must change to align with values and experience goals stated in the report (authenticity + coherence).

2) Define your brand personality for dialogue

Move beyond adjectives into runnable behaviors.

• Core traits (3–5): what the bot must always convey.

• Do / Don’t language: sample phrases, taboo words, and rhetorical habits.

• Tone sliders by context (e.g., Calm→Energetic, Formal→Casual) with thresholds for sales, support, crisis.

• Package as a tone-of-voice guide with examples so anyone (and any model) can execute consistently, as LLYC recommends.

3) Build a Messaging Matrix that scales

Codify what you say by audience and moment: key messages, proof points, and example replies that reflect your identity. This “message map” is the backbone for training prompts, retrieval, and agent behavior — not just copy. LLYC highlights this as essential for consistent communication across channels.

4) Write your Brand Manifesto (then make it operational)

Your manifesto is the public promise (purpose + stance) that sets direction for all dialogue — especially when AI is in the loop. Use it to resolve tone conflicts and guide edge-cases (refunds, outages, sensitive topics).