Ask Irisel //001: How to Use Claude for Content Creation: Where I'd Actually Start

April 27, 2026•8 min read

If you’re here to build something iconic, you’re in the right place. Subscribe byclicking herefor weekly insights on brand building, psychology, and influence.

Over the recent years, you've probably noticed my content leans in two directions.

It's either very personal, ie: where I'm sharing my own experiences, stories, and behind-the-scenes reflections.

Or it's very instructional, ie; where I'm breaking things down strategically.

But there's been something missing in between.

Because for the first 7 years of my business, I was known for my Psychic Q&As and Hot Seat advising where I would give direct, personalized feedback on your business.

And over time, I stopped doing that publicly and now it's something I only do inside my paid spaces.

But recently, I've had so many of you asking for me to bring back my free advising.

So I wanted to find a way to bring back that level of personalized support for your brand.

Which is why I created Ask Irisel.

Here's how it works:

Each month, you can submit a question about your brand, whether it's around messaging, positioning, content, or growth.

Then I'll select a few questions and answer them directly inside the Codex, just like I would with my private clients.

If you want your question answered in a future issue, you can submit it here: [Ask Irisel →]

You'll also start seeing this link inside my emails and on my website so you can submit questions anytime.

And you can ask me anything related to:

growing your brand
refining your messaging
positioning yourself as an authority
content strategy
or anything you feel stuck on in your business

Since this is the very first Ask Irisel, I wanted to first give you a quick overview of what to expect.

So this round will be a bit shorter than future issues, but I already have a few questions I'll be diving into.

This month, I got a flood of questions around AI and content creation. So I'm dedicating this first issue entirely to that.

→ Q1. From A: I want to switch to Claude, but I don't even know where to start. What would you do first?

→ Q2. From R: You mentioned you have a 15+ page brand codex that you feed into Claude. What does that actually look like?

Q1. From A. "I want to switch to Claude, but I don't even know where to start. What would you do first?"

I'm going to reframe this slightly, because where you start has nothing to do with Claude itself.

It has to do with what you bring to it.

Most people approach AI for content creation by asking: what can I use this for? And that sends them in the wrong direction entirely. The real question is: what do I train it on first?

Claude, like any AI tool, produces output that is only as good as the context you give it. If you hand it a vague prompt with no grounding in who you are, what you stand for, and who you're speaking to, it will produce content that sounds exactly like what it is. AKA: An AI machine writing for a brand it doesn't know.

So the very first thing I'd tell you to do is build the foundation before you write a single prompt.

That means your brand voice. Your content do's and don'ts. The way you naturally speak and the things you'd never say. The specific insight you lead with in your work, who it's for, and why it matters.

That's what you train it on first.

On the ChatGPT to Claude question: the switch itself is a simple lift. Just make sure you take the time to organize what I like to call your “Brand Codex.” Aka: what your brand represents, your brand voice, who you’re speaking, your offer list (if necessary), your content do/don’ts and your overall writing style including content types and outlines/references.

I’ll dive more into the Brand Codex below.

A note before we get to the Brand Codex

There's a distinction I want you to have before we go deeper.

Innovation and invention are not the same thing.

Invention is building something from the ground up. Innovation is improving the speed, delivery, or execution of something that already exists.

AI is an innovation tool. It does not need to reinvent your brand. It needs your brand to already exist so you can leverage your time and energy more efficiently

This is exactly why brand identity work is foundational, not optional, and not something you come back to after your systems are in place. Your brand identity is the thing that makes your systems, including your AI model, work as 1 coheasive unit.

If your brand doesn't have a clearly defined voice, a specific point of view, and a consistent way of speaking, training your AI on it won't fix that. It just makes it more obvious that you writing doesn’t sound good.

So before you ask how to use AI for your personal brand, make sure your brand up enough to begin training your AI model.

If you need help building your own Brand Codex, or refining your brand message, voice, or ideal client profiles, join me inside [Aesteria Academia →]

Aesteria Academia is my high-touch mastermind where I work with you both privately and inside the group container to help you master your message and build the brand ecosystem that lets your content, and your AI, create demand without constantly rebuilding from the ground up.

Q2. From R."You mentioned you have a 15+ page brand codex that you feed into Claude. What does that actually look like?"

I'm going to be very Claude-coded here and give you the exact framework.

Yes, my hyper-in-depth, Brand Codex is very real. And it is genuinely the reason my AI sounds like me instead of sounding like a polished but generic version of any old online coach.

Your Brand Codex is an identity document. It tells your AI model who you are, how you speak, what you believe, who you serve, and what you would never say.

Here's what I include in mine:

Brand voice and tone. Not just adjectives like "warm" or "authoritative." Specific sentences that demonstrate the voice. Examples of how I open a piece of content. Examples of what I would never write, and the reasoning behind each one. The feeling I want a reader to have by the time they reach the last line.
Content do's and don'ts. The specific language patterns I avoid. The structural habits that would be off-brand for me. The phrases that are distinctly mine. This section alone runs 3 to 4 pages.
Content types and formats, with examples of each. This tells my AI what kind of content it's creating, not just what to say. Educational breakdowns, personal stories, authority and proof content, transformational pieces, soft-sell. Each type has a different job and a different register. Without this section, everything comes out in the same voice regardless of what it needs to do and that's not how a real content ecosystem works.
My brand archetype profile. The full breakdown of my brand's archetypal fusion, what each archetype contributes to the voice, how they shift across content types, and what the combination actually feels and sounds like in practice. This is the section that gives my AI a personality to write from, not just a set of rules to follow.
Key ideas and core beliefs. The positions I hold that show up consistently across my work. The frameworks I've developed. The angles I take on brand strategy that are specific to how I see and teach it.
Who this content is for. And I don't mean demographics. I mean the specific transformation my ideal client is in the middle of seeking. The language she uses when she's stuck. The outcome she's actively moving toward. I have a “who this content is for” for every topic I talk about, and every single offer I sell.
What I never say. Every brand has words, phrases, and registers that belong to someone else's voice. This section names them explicitly so my AI model knows to stay out of that territory.

Once you have a document like this, using Claude for content creation becomes a structured process.

Before generating any piece of content, you feed it: your Brand Codex, the key insight of the piece, who it's for, and why that insight matters to your audience. Without those four inputs, every piece of content will be generic fluff, regardless of how “well-trained” your AI model is.

If you don't have a defined brand voice yet and you're not sure where to begin, my [Brand Archetype Quiz →] is a good entry point. It'll get you thinking in the right direction before you build anything out.

And if you want to go deeper on writing persuasive content that actually converts, that's exactly what we work through inside [Aesteria Academia →]

Have Questions About Using AI for Your Brand?

If you didn't see your question here, don't worry. I receive questions every single month and can only cover a few per issue. Stay tuned for next month's issue, and if you have something you're sitting with, submit it now so it's already in the queue.

Submit your question →

I'm really excited to bring this to you.

There's something powerful about being able to look at your brand directly and give you the exact shift that will move things forward.

So if you've been feeling stuck in your brand, this is your chance to get clarity.