What this is: Every brand-voice field explained, with practical guidance on what to write and how each one actually steers the AI's drafts.
Brand voice isn't a form you fill in and forget. The fields you write here are injected directly into the writer's instructions on every draft. This page explains what to put in each field and the effect it has on the output.
Prerequisite: You'll edit these in Settings → Brand Voice. For the full list of brand sections, see Set up your brand.
What to write: 2-4 sentences a brand-new writer could follow to sound like you. Describe attitude, energy, and how formal or casual you are.
How it's used: Injected into the writer's instructions, so drafts adopt your tone from the first sentence.
Tip: Write it as if you were briefing a freelancer on day one. "Confident, plain-spoken, and useful. We skip hype and get to the point" beats "professional and engaging."
What to write: Add several characteristics, each with a name plus concrete Do's and Don'ts. Be specific. Real examples beat abstract adjectives.
How it's used: Injected alongside the tone summary, so drafts follow your Do's and avoid your Don'ts. Every characteristic you add is passed to the writer, and Don'ts are given to it as hard rules.
Example characteristic: "Direct." Do: "Lead with the answer." Don't: "Open with a paragraph of throat-clearing."
Tip: Don'ts are the right home for a house-style rule the settings screens don't have a field for: "never use exclamation marks," "never open a section with a rhetorical question." Write the rule the way you'd say it to a writer.
What to write: How you refer to yourself and address the audience, for example, "we."
How it's used: Steers the point of view the writer takes when talking about your brand and your reader.
What to write: Short, real lists under language conventions: words you always use and words you never use. Keep them short and honest.
How it's used: Preferred terms are used in drafts; avoided terms are never used.
Gotcha: Keep terminology lists short and real. A long list of maybes is weaker than a handful of terms you genuinely care about.
What to write: Set formality level, point of view, grammar & spelling (spelling conventions, title casing), and formatting guidelines (headings, lists, emphasis, quotes) to match your house style.
How it's used: These shape the mechanical details of a draft so it reads consistent with your existing content.
Voice isn't the only thing feeding the writer. These other Brand sections change what the AI writes about and how it frames it:
Gotcha: Only put verifiable stats into Value & proof. The writer treats these as approved facts it may cite inline.
You don't have to use the Settings screens. Ask the chat ("make our tone more direct," "add a persona for RevOps leaders") and the agent updates the same brand settings. See Chat vs. the pipeline.
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