Brand Language Guardrails: How to Build an “Ick List” for AI-Generated Copy

Artificial intelligence has changed how fast we can create content. It has not changed how quickly audiences detect when something feels off.

The real problem with AI-generated copy isn’t accuracy. It’s authenticity. Most teams ask:“How do we get better AI output?” The smarter question is:“How do we tell AI what not to say?” That’s where Brand Language Guardrails, or as we like to call it over here, an “ick list,” become essential.

What Is an Ick List (Brand Language Guardrails)?

An ick list is a documented set of words, phrases, tones, and patterns your brand intentionally avoids. Formally, I call these Brand Language Guardrails because guardrails don’t dictate creativity. They prevent crashes.

A strong ick list protects your brand from:

• Generic AI-sounding language

• Over-polished marketing fluff

• Forced optimism or artificial empathy

• Industry jargon that erodes trust

• Sentence structures commonly associated with AI-generated content

This is not about banning words arbitrarily. It’s about codifying taste, judgment, and brand instinct so both humans and AI can work within it.

Why Brand Language Guardrails Matter in the Age of AI

AI tools are trained on averages. Brands are built on distinction.

Without guardrails, AI optimizes for:

• Familiar phrasing

• Predictable emotional arcs

• Safe, widely used language

That’s why so much AI-generated content sounds:

• Vaguely confident

• Slightly inflated

• Technically correct and emotionally hollow

Brand Language Guardrails solve this by introducing brand governance into AI workflows directly from the marketing team. They enable scalable content production without sacrificing voice, credibility, or trust.

Step 1: How to Start Your Own Ick List (Brand Language Guardrails)

The mistake most teams make is starting with rules instead of instincts.

Your best signal already exists in reactions like:

• “This sounds salesy.”

• “This feels like AI.”

• "I have heard this way too much lately."

• “We would never say it this way.”

• "This sounds misleading."

The goal is to capture those reactions and turn them into a system.

AI Prompt: Build Your Brand Language Guardrails

You are a senior brand editor and voice strategist. Your job is to help me identify language guardrails that protect my brand voice and prevent generic, AI-sounding, or off-brand copy. Ask me a short series of targeted questions to extract: Words or phrases that feel overused, inauthentic, or “icky” Industry terminology we intentionally avoid Tone or sentence structures that feel artificial, inflated, or sales-driven Emotional signals we want to avoid (forced optimism, exaggerated empathy, hype) Common AI language patterns we want removed or rewritten Then create a Brand Language Guardrails document with: Words and phrases to avoid Tone and style patterns to avoid Industry language exclusions AI-tell patterns to eliminate Before-and-after examples Write this as a practical reference that can be used by humans and pasted directly into AI prompts.

Then...

1. Start a shared document Create a Google Doc (or similar) that becomes the single source of truth for your Brand Language Guardrails.

2. Review and bookmark it Share the document with your team, coworkers, and executives. Bookmark it so it’s easy to reference and update regularly.

3. Add to it in real time Whether you’re in meetings, on the road, walking the dog, reading blogs, or listening to podcasts, if something triggers an “ick” reaction, add it to the list. Capture it while the instinct is fresh.

4. Pro tip: use stakeholder feedback as fuel During moments of heavy language change, such as repositioning, messaging shifts, or brand evolution, screenshot documents filled with stakeholder comments, edits, and feedback.

   Upload those screenshots into ChatGPT or a similar tool and ask it to:

   • Identify recurring language issues

   • Extract new patterns to avoid

   • Propose additions to your Brand Language Guardrails based on the feedback

This turns subjective feedback into a structured system and keeps your guardrails aligned as your brand evolves.

Step 2: How to Apply the Ick List to AI-Generated Copy

Creating guardrails is only useful if they’re actively applied.

This is where AI becomes a brand editor, not a copywriter.

AI Prompt: Apply the Brand Language Guardrails

You are a senior brand editor applying my Brand Language Guardrails. Review the copy below and revise it to: Remove any words, phrases, or patterns listed in the guardrails Eliminate AI-sounding constructions and generic marketing language Preserve the original meaning while making the voice feel natural, confident, and human Tighten phrasing and simplify sentences where possible Do not add new ideas. Do not introduce hype, buzzwords, or emotional filler. Output: A clean revised version of the copy A brief explanation of what was changed and why. Brand Language Guardrails:[Paste guardrails here] Copy to revise:[Paste copy here]

This prompt is effective because it prioritizes subtraction over embellishment, which mirrors how real editors work.

Optional Step: AI Quality Control Using Guardrails

Before publishing, teams should ask one final question:Does this violate our own brand rules?

AI Prompt: Final Guardrails Check

Act as a brand editor performing a final quality review. Identify whether the copy below violates any Brand Language Guardrails. If violations exist: Call out the exact phrase or sentence Explain which guardrail it violates Suggest a cleaner alternative If no violations exist: Confirm the copy passes and explain why it feels authentic and on-brand. Brand Language Guardrails:[Paste guardrails] Copy:[Paste copy]

This step is especially valuable for teams scaling content across:

• Multiple writers

• Agencies

• AI-assisted workflows

• High-volume content programs

Brand Governance Is the Future of AI Content

This isn’t about learning how to “prompt better.” It’s about teaching AI your standards. The brands that win with AI will not be the loudest or fastest.They’ll be the most disciplined. Your ick list is not a limitation. It’s the system that makes scale possible without dilution. In an AI-driven content world, discernment is the differentiator.