Workshop Recap: Build Your Brand AI™

The CATALYST recently hosted an engaging and informative workshop, Build Your Brand AI™: How to Create a Custom GPT That Works for You, facilitated by Stuart Preston of Cingularis. This hands-on session introduced participants to the foundational concepts of Artificial Intelligence (AI), the evolution of technology, and—most importantly—how AI can be harnessed to strengthen and personalize a business’ brand identity.

Participants gained a deeper understanding of how AI functions, including how models are trained to learn from data using Natural Language Processing (NLP) and Large Language Models (LLMs). Through this process, AI absorbs information once and then uses it to generate relevant content going forward.

A Brand AI™—a custom GPT—was the focal point of the session. This tool is designed to reflect the unique personality, voice, and tone of a business. Stuart emphasized that while AI provides the framework, human insight is what truly brings a Brand AI™ to life. Businesses must guide their Brand AI™ with purpose, feeding it with essential details about their company’s mission, values, tone, and audience to ensure the output aligns authentically with their brand.

One major benefit discussed was the significant time-saving potential of a Brand AI™. Because it is trained specifically on your business, you no longer need to reintroduce your brand, explain your values, or describe your offerings every time you use AI. Your Brand AI™ already knows your business—allowing you to jump straight into generating content, drafting emails, building marketing materials, and more with efficiency and consistency.

During the workshop, attendees were guided step-by-step through the process of building their own Brand AI™. To streamline this process, participants were also provided with a comprehensive list of items to gather before beginning, including brand guidelines, company mission and values, product and service descriptions, customer personas, frequently asked questions, tone and voice preferences, and marketing materials. Having this information prepared in advance helps ensure the AI is properly trained and reflects the business accurately from the start.

A critical takeaway: while AI is a powerful tool, it must be used responsibly. All AI-generated content should be reviewed and refined by a human to ensure accuracy, alignment, and the personal touch that only people can provide.

The CATALYST remains committed to supporting the small business community with innovative, practical workshops that equip entrepreneurs with the tools they need to grow. As a full-service resource center, The CATALYST is here to help businesses from ideation through growth to exit.