Understand and use brand voice

What is this about?

Without a brand voice, AI texts sound interchangeable. The brand voice defines how a post sounds: from which perspective it is written, in which tone, with which rules and on which topics. What is factually correct, on the other hand, is handled by the knowledge store, see Knowledge stores: adding your own sources.

A brand voice always takes effect via the channel. Each channel has exactly one brand voice. In a workspace you can create as many brand voices as you like and assign them to different channels. See Multiple brand voices per workspace.

The fields of a brand voice

Area	Field	Purpose
Persona & identity	Name, portrait, Who's behind this voice?	The perspective from which you communicate: person, brand or product
Tone & style	Role	For example thought leader, consultant, expert
Tone & style	Tonality	For example “professional but approachable”
Tone & style	Voice Style	For example narrative, informative, direct
Rules	Emoji Usage, Hashtag Usage	Whether and how many emojis and hashtags
Rules	No-Go Words	Terms that should never appear
Topics	Key Topics	What the voice prefers to talk about

Step by step

1. Open brand voices. Click Settings in the sidebar and then Brand voices. You see all brand voices of your workspace.
2. Create a new brand voice. Click New Brand Voice. Choose Create yourself or Choose from templates. Templates are sorted into business, personal, creative and other, and are applied as an editable copy.
3. Describe or answer questions. With Create yourself you have two routes. Under Describe freely you tell us about your brand in your own words. You can also paste one or two typical posts, an about-us text or a URL. Under Step by step you answer short questions on role, tonality, language style, key topics, emojis, hashtags and forbidden words.
4. Create an AI draft. Click Generate draft. The AI fills in all fields and shows a sample text under “So it sounds”. With the Step by step route you can optionally use Polish with AI on your answers.
5. Review and save. If the draft fits, click Looks good — save. Tweak details opens all fields in the editor. Via Refine with Amy you change the draft in a conversation with Amy. Via the portrait at the top you choose a different image.
6. Assign to a channel. Open the channel under Content → Channels and select the new voice in the Brand Voice („Markenstimme“) building block in the channel canvas. Details: Channel canvas.
7. Test. In the channel canvas, enter a topic in the Test generation („Test-Generierung“) building block and click Start test („Test starten“). This shows you how a post sounds with the new voice.

Limits and notes

• The AI draft uses credits. They are only deducted once the draft has been created successfully.
• Changes to a brand voice take effect immediately on all new posts of all channels that use this voice. Posts already created remain unchanged.
• There is no version history. If you want to experiment safely, work with a copy, see Duplicate a brand voice and test variants.
• If you delete a brand voice, the channels that use it lose their assignment. Deleting cannot be undone.

Tips

• Under No-Go Words, enter phrases you don’t want to read, such as “synergies” or “revolutionary”.
• Describe the tonality with two or three specific adjectives instead of general terms such as “good” or “modern”.
• If a channel sounds generic despite a brand voice, check in the channel canvas whether the right voice is really assigned.

Related articles

• Multiple brand voices per workspace
• Duplicate a brand voice and test variants
• Define target audience and post type
• Brand AI: the fast setup