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After the launch of ChatGPT brought AI into the mainstream back in November of 2022, millions of people have since used AI for fun, work, or a combination therein. Last year, Squarespace added AI to our product offering, allowing customers to create text, write product descriptions, and perfect email copy with the assistance of AI. Since then, we’ve improved the AI solution at Squarespace to offer a more personalized experience.
In a recent survey conducted in 2024 with over 1,000 participants, Squarespace users expressed a positive sentiment toward AI tools while also acknowledging that AI content can, at times, be bland, emotionless, or flat. We’ve also found that to be the case, and that’s why we’re endeavoring to create an AI experience that is reflective of your brand voice and resonates with your growing audience.
To do this, we built Brand Identity, which intakes your brand description and brand tone to create a consistent, personalized AI experience across all Squarespace AI solutions.
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What is a brand identity?
Jeff Bezos describes your brand as “what someone says about you when you're not in the room.” For Tyler, he hopes his brand is “thoughtfully engaged”. For Matt, his brand is “enthusiastically passionate”.
What about you, what do you hope folks say about you or your brand?
A good brand identity helps your desired persona persist long after someone leaves your website or interacts with your brand.
If you’re a donut shop in Seattle that embodies the essence of flannel-wearing grunge artists from the 90s, you want your donut-crazed audiences to see you that way. And when they explain your donut shop to your friends, they say the donuts are great, the shop looks like a ‘90s grunge shrine, and when the donut artists say “hello” it sounds like “how low”.
That’s good branding—where the brand becomes more memorable than the product itself. And that’s what Brand Identity can help you with, ensuring your site has content that reflects your brand.
Get more advice on building your brand
How to build a brand identity with Squarespace AI
Dialing in your brand description and tone to best represent your brand identity is essential for ensuring that Squarespace AI generates copy that’s on brand as possible. Once done, you will no longer have to stress over a blank page or editing generic, bland content to sound more like you. The right brand identity saves you time and gives you the confidence to get content live or updated, fast.
This can be done in three steps.
Establish your brand.
Provide brand details and tone to Squarespace AI.
Make changes when necessary to best reflect your brand.
1. Establish your brand
Finding the right brand for your product(s), your service(s), or even your hobby is a crucial first step in maintaining a loyal audience. A good brand is an extension of you, what you bring to the table, and how you expect your audience to interact with it.
For example, it doesn’t make sense for nuclear silos to have a brand that is tone deaf to the importance of their occupation, and it doesn’t make sense for a toy company to adopt an overly serious, professorial brand personality.
To develop your brand, try using this handy ad lib.
We are [site name]. We [what you offer] Adjectives that folks would use to describe us are [adjective #1], [adjective #2] and [adjective #3]. When we talk, we sound [adjective #4]. A celebrity we are most similar to or could represent our brand is a [notable person’s name]. When people interact with us, we want them to feel [adjective #5].
Now, you have established the facts of your brand.
2. Provide brand details to Squarespace AI
Now that you have established the facts of your brand, you can input them into Squarespace AI. Luckily, the above ad lib can easily be transposed into a brand details prompt.
Here’s an example of an above ad lib and the resulting prompt using our donut shop example.
Ad lib
“We are In a Glaze Donuts. We are a donut shop in Seattle, and our flagship donut is the old fashioned. Adjectives that folks would use to describe us are grunge, Gen X, and nihilist. When we talk, we sound like 90s teenagers. A celebrity we are most similar to or could represent our brand is a frontman to a famous Seattle grunge band. When people interact with us, we want them to feel nostalgic.
Then, you can combine the above with key details about your business to set your brand details and brand tone with Brand Identity.
Brand details
“We are In a Glaze, a donut company from Seattle. We enjoy grunge, the 90s, and our flagship product, the old fashioned donut. We sound as if we played in a band in the 90s from Seattle, featuring a famous grunge frontman. When folks come to In a Glaze, we want them to feel nostalgic for another era, and that they enjoyed their donuts!
Brand tone
Then, for brand tone, we would write in “nihilist”.
3. Making changes
Your brand can change. Your site content can change. Or maybe you feel like you just don’t have it quite dialed in. Not to worry! Making updates to your brand identity for Squarespace AI is simple. Either click the info button whenever the Squarespace AI input field is showing, or navigate to Settings > Brand Identity.
Here are some tips to help specify your brand details with Squarespace AI.
Be specific. If your core audience is cake donut enthusiasts in Seattle, say so.
Use personas—like notable persons or personality traits—to get a more familiar tone.
Provide examples of what your voice should sound like, including words or phrases your persona would say.
Once you have your brand details input and tone selected, see what blurb example Squarespace AI creates.
AI brand identity example
Here’s how Brand Identity would work, using the donut shop example above.
Our donut shop from Seattle can build a website through Squarespace Blueprint AI. At the end of the process, they’ll be prompted to provide their brand description and select or input a brand voice. At that point, our AI onboarding tool will build out a website and pre-selected pages using the brand identity created from the brand description and tone.
Here’s what the About Me blurb would be using the grunge-inspired description and nihilist tone.
“Welcome to In a Glaze, where old-fashioned donuts meet grunge in a fleeting attempt to find meaning in the void of existence.”
And here’s an example email.
“At In a Glaze, we're rolling out a new promotion because, well, why not? It's not like anything really matters anyway, right? So here it is: come snag a half dozen of our classic, hole-in-the-middle concoctions and we'll throw in a free cup of our finest coffee. It's not like the world's getting any better, but at least you can savor the taste of our old-fashioned donuts while it all falls apart.”
Nihilism isn’t exactly the best approach to brand tone (people probably won’t have a hankering for an old-fashioned during the end times). But it’s effective at demonstrating how brand identity changes based on the adjectives you use.
And you wouldn't want to use the copy in its entirety. “Hole-in-the-middle concoctions” is a bizarre, yet accurate, synonym for donuts. But if you were a nihilist, grungy donut-maker, the rest is right on the money.
With the right brand identity and Squarespace AI, the donut shop is not only much closer to finishing an email than if they’d been staring at a blank page, they also have copy that sounds like them.
This also applies to product descriptions. The donut shop owner can ask Squarespace AI to write a description for a dozen old fashioned donuts and it will immediately scribe out a description in their voice.
“Hey, here's the deal—if you're up for it, grab a dozen of these locally famous old fashioned donuts. They're all about rich flavor and simple satisfaction, just like the good old days. Take a bite and embrace that grunge-meets-donuts vibe in each decadent, nihilistic mouthful. Trust me, it's worth it.”
Again, this may not be the final copy, but it’s a quick approximation that gets close to the finished product, and it only took 15 seconds to generate.
Brand identity also applies to any content generated within the text block on your Squarespace website. If the donut shop was building out an about page, they could add a text block within the header section and apply the About Me blurb from earlier.
“Welcome to In a Glaze, where old-fashioned donuts meet grunge in a fleeting attempt to find meaning in the void of existence.”
Then, they can tease out the copy, writing about their humble beginnings as President of the United States, from which they resigned to pursue their true passion, donut making. Specifically, the making of the Old Fashioned cake donut. And so on.
What’s lovely is that for every moment you want to build or edit content, you can pull out Squarespace AI. Now, with the help of Brand Identity, every piece of content you generate will be in your brand voice. As a result, every user starts from a much better position than a blank page or generic output that isn’t relevant to them or their brand.