Monday, June 1

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⚡️ Today’s Headlines ⚡️

📝 Instagram introduced a teleprompter tool. The in-stream teleprompter is a tool from its Edits app, but will now be available on the main Instagram app to give creators another way to manage their script in-stream.

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🧪 Google is testing new branded search controls in AI Max campaigns. The new “Branded Searches” control will let advertisers choose how the campaign handles brand-related queries, a common concern since the campaign type launched.

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🧣 Meta is planning to launch a wearable AI pendant. The device would give users access to Meta’s AI capabilities via a tap on the device and would also record conversations to make the AI part of more users’ everyday lives.

💡 Today’s Insight 💡

How to train Claude to sound like your brand

🗞 TL;DR - AI bots like Claude often get a bad rap for sounding cold, boring, and all the same. But according to the experts at Search Engine Land, that might be because you’re not setting it up for success. Using Claude brand skills, you can teach Claude how your brand should sound before it writes a single word.

💡 Insight - What’s a Claude brand skill? It’s a structured set of voice, tone, visual, and formatting rules that teach Anthropic’s chatbot what energy to bring before any words actually get written. The more specific, the better. Even what your brand would never sound like will help its output sound more useful and unique.

Here’s how to make it happen:

Step 1: Raid your own archive. Before you write any instructions, gather all your marketing materials and brand guidelines. Round up as much info as you’ve got about the current brand voice and send it all to Claude to digest. If you wanna get really into it, summarize the docs to Claude and tell it what from the doc to keep, avoid, or why it matters.

Step 2: Build your foundation so Claude doesn’t have to guess who you are. Keep a small brand foundation file that shows Claude what kind of brand it’s writing for. This file should be painfully small and include six sections: brand summary, mission, audience, positioning, personality traits, and what your brand isn’t.

Step 3: Build the voice guide people will want to use. This is what you should, arguably, obsess over. Claude will use this document to know the difference between the brand’s personality and the mood of the moment. Include lots of examples such as the before, after, and why the after works.

Step 4: Teach Claude what the brand looks like. Claude doesn’t need every insider state, color, and button radius, it just needs the basics. Things like logos, color palette, fonts, and what not to do. Get painfully specific about layout and give Claude something to work with.

Step 5: Teach Claude how the voice changes by channel. Make a content format doc that tells Claude how the brand behaves when the assignment changes; whether that’s a blog post, sales email, support reply, board deck, etc. Aim to keep the brand recognizable without sounding the same everywhere.

Step 6: Write the SKILL.md and stress-test it. This is the file Claude will check first. It tells Claude what the skill is for, when to use it, which files to read, and what to do before handing its copy over. This doc should include: skill name, description (using the words you use when prompting), when to use it, files to reference, workflow, and checklist. Then test, test, test, and pivot. You’re aiming to make the skill smarter with every iteration.

🙇 How Can I Help You This Week?

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