Every strong brand has a clear identity, a consistent voice, and a distinctive profile. However, many companies face a challenge: What should they do if their brand core has not yet been defined?

Without a clear brand DNA, communication often feels interchangeable. Content lacks consistency, the tone fluctuates, and potential customers struggle to understand what the brand truly stands for.

The good news? AI can help structure this process. A well-trained AI like ChatGPT can ask targeted questions, organize ideas, and extract brand values from existing fragments—faster and more data-driven than traditional brainstorming methods.

1. AI as a Sparring Partner: Asking the Right Questions

Questions to ask ChatGPT:

• “What core values could a brand in [industry] represent?”
• “Which differentiation features are particularly relevant in [market]?”
• “What terms, emotions, and associations fit with [company name or product]?”

Goal: The AI provides initial ideas for values, differentiation, and positioning – a starting point for brand development.

2. Analyzing Existing Content (If Available)

Even if a company does not yet have a clearly defined brand core, there is often existing content – website texts, social media posts, presentations.
Method with AI:

• Upload existing texts into ChatGPT and ask: “What recurring patterns do you recognize? Are there specific phrases, values, or messages that stand out?”
• AI can analyze whether an intuitive brand identity already exists and help articulate it consciously.

Goal: Uncover hidden patterns and themes that can serve as the foundation for the brand core.

3. Defining Brand Values

Strong brands stand for clear values. AI can help structure this process.
Method with AI:

• Ask ChatGPT: “Based on our previous ideas, what three values could best represent our company?”
• Let it suggest alternative formulations and validate which truly fit the brand.

Goal: Define 3-5 core brand values that will sustain the company in the long run.

4. Developing Brand Personality

Every brand has a personality – it can be visionary, analytical, playful, or authoritative.
Method with AI:

• Ask: “Which archetypes fit a brand with these values?”
• Example AI response: “Your brand could represent the archetype of the Visionary (innovation, leadership) or the Mentor (guidance, knowledge sharing).”
• AI can then help derive the ideal tone of voice and communication style for the brand.

Goal: Specify brand personality – how does the brand “speak”?

5. Refining Differentiation & Positioning

The key step: What sets the brand apart from the competition?
Method with AI:

• Ask ChatGPT: “How could we differentiate ourselves from other brands in [industry] with these values and personality?”
• Add an analysis of existing competitors and let AI suggest possible unique selling propositions (USPs).

Goal: Clearly define the brand’s unique selling proposition (USP).

6. Testing & Refining with Human Creativity

Ultimately, AI is a tool, but the finishing touches come from humans.
Method:

• Apply the AI-generated values, messages & styles in real-world contexts (e.g., website, social media, blog).
• Gather feedback from employees, customers, or partners.
• Fine-tune the results to ensure the brand feels authentic.

Goal: Optimize AI-generated results with human finesse to create a truly unique brand.