Ever wonder what makes a brand truly different?
I get to explore that question every day. When I start with a new client, discovery is my favorite phase because it’s where we find the gold.
But let’s be real: finding that gold can be messy. It often means drowning in reviews, website copy and pages of notes.
That’s why I brought in a new partner: AI.
(Don’t worry, I’m not letting the robots take over! AI doesn’t set strategy; we humans do that. It just handles the heavy lifting.)
So, how does it help? I use it in three simple ways to find those hidden insights faster.
1. Synthesizing Customer Reviews
Customer reviews are one of the most honest windows into your brand. They’re packed with insights about what customers love, what frustrates them, and how they describe their experience in their own words. The problem is, when you have hundreds or thousands of them, finding the patterns can feel daunting.
AI can take a full spreadsheet of reviews and cluster them into clear themes. For example, feedback like “they showed up the same day” or “quick to return calls” gets grouped under responsiveness. Mentions of “kind,” “helpful,” or “they really cared” might cluster under caring approach to service.
This kind of synthesis helps us quickly see what’s most valued, which becomes the raw material for brand messaging.
Here’s a simplified version of my go-to prompt:
“You are a brand strategist analyzing customer reviews to identify what makes <company name> stand out. I’ve uploaded a spreadsheet of reviews. Please read the customer reviews and group recurring feedback into clear themes, label each theme clearly and include supporting quotes or paraphrases pulled directly from the review. In addition, please highlight the most positively discussed aspects of <company name> (what customers love). And note any recurring neutral or negative feedback that might point to opportunities for improvement.”
2. Auditing Website Messaging
Your website should be the best place for people to see your brand shining its brightest, but it often reveals that you sound just like everyone else.
AI can scan your website copy (or a competitor’s) and organize it into themes, note tone of voice and highlight differentiators (or lack of them). Maybe your site leans heavily on “family-owned and operated,” while competitors are hammering “fast service.” Or maybe your copy says “quality you can trust”—the same phrase three other companies are also using.
The point isn’t to have AI rewrite your site—it’s to shine a light on the gaps between your intent and perception. That way, we know where to sharpen your message and where opportunities to differentiate lie.
Sample prompt you can try:
“You are a brand strategist synthesizing website copy to identify how the company is conveying their differentiators and value. Read the copy from this site <URL Linked> and:
” Identify the main themes in the messaging. Highlight the differentiators being emphasized, along with any supporting proof points used to substantiate them. Describe the tone of voice in detail.
Note any overused or generic phrases (e.g., ‘quality you can trust,’ ‘family-owned and operated’) that weaken differentiation. Identify content gaps—areas where the site misses opportunities to provide clarity, proof, or distinction. For all themes, differentiators, overused phrases, and gaps, include supporting quotes or paraphrases pulled directly from the website with the webpage clearly listed or linked.”
It’s even more beneficial when you do this prompt for your site as well as your top competitors.
3. Spotting Themes in Stakeholder Conversations
When we interview a client’s team or customers, the transcripts are full of valuable language and perspective — but they can run 20+ pages each.
AI helps cut through the clutter by scanning those transcripts and pulling out recurring words, themes and stories. It also highlights the exact phrases people use to describe the business—often better than the ones we’d come up with as outsiders.
For example, several employees might talk about being “approachable” or “like family.” When that language surfaces again and again, we know it’s a key part of the brand story.
Sample prompt you can try:
“You are a brand strategist synthesizing <employee or customer> interviews to identify what makes <company name> unique and valuable to customers. Analyze this transcript from a <employee or customer> interview and identify recurring themes, exact language that describes the business and any insights about perceived strengths or differentiators. Please include supporting quotes or paraphrases pulled directly from the transcripts”
Bringing It All Together
AI gives us patterns, but brand strategy is about connecting the dots and carving a path forward that’s human-centric, memorable and aligned with the vision for the company.
Leveraging AI is a fantastic way to expedite the process and give the people behind the project more time to hatch creative ideas to bring it to life.
Want to Take This Further?
AI is a powerful facilitator, but the real transformation happens when it’s paired with a comprehensive discovery process and seasoned team of brand strategists. That’s exactly what we deliver through our Brand Blueprint — a sprint-style engagement where we:
- Conduct full brand discovery (human-led qualitative research with AI support)
- Pinpoint three strategic pivots that help you lean into your strengths
- Define your 4 strategic brand pillars and craft a brand narrative that illustrates the revamped brand tone and messaging
- Lay the foundation for consistent, confident brand alongside a prioritized roadmap
If you’re ready to move from generic to truly differentiated, let’s talk about building your Brand Blueprint.
👉 divecreative.co/brand-blueprint
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