Brand Voice Settings
A field-by-field walkthrough of the brand voice configuration page.
Brand voice is configured in Settings → Brand. The page is split into two sections: Brand Voice (identity and style) and Voice Attributes (intensity sliders). This page covers Brand Voice. See Voice Attributes for the sliders.
Company basics
These fields establish who you are. They're injected into every generation prompt as context.
Company Name Your actual company name. Used when the AI refers to your brand in content. Keep it exactly as you want it to appear in posts.
Tagline Your one-line positioning statement. Keep it under 15 words. This becomes part of the AI's identity context.
Mission Why you exist. What you're trying to change or enable. 2–3 sentences max. Longer doesn't help. The AI needs clarity, not an essay.
What We Are A description of what you do and for whom. Be specific about your product category and target customer. "An AI content engine for technical founders posting on X and LinkedIn" is better than "A content platform."
Personality traits
The most important section. Each trait has four fields:
Trait: A short label for the characteristic. Keep it to 2–5 words.
Application: How this trait shows up in writing. What does it look like in practice?
Good Example: A sample sentence that correctly embodies the trait. Be realistic and write something you'd actually publish.
Bad Example: A sample sentence that violates the trait. This is where the AI learns what to avoid.
Writing good personality traits
The good/bad example pattern is what makes this powerful. Without examples, "confident" means different things to different people. With examples, the AI has concrete anchors.
Example: Confident but not arrogant
| Trait | Confident but not arrogant |
| Application | Make strong claims when evidence supports it. Skip hedging language. Don't position yourself above others without basis. |
| Good Example | "Threading works because it forces clarity — you can't hide in a wall of text." |
| Bad Example | "We're the industry leader in AI-powered content and everyone else is behind." |
Example: Plainspoken
| Trait | Plainspoken |
| Application | Use plain English. Avoid jargon when a simple word works. Technical terms are fine when the audience expects them. |
| Good Example | "The post didn't perform because the hook was weak, not because the algorithm changed." |
| Bad Example | "Suboptimal engagement metrics indicate a disconnect between content strategy and audience resonance." |
Aim for 3–5 traits. More dilutes the signal.
Writing principles
Dos and don'ts that encode your house style. Each principle should be specific enough that someone could apply it without asking questions.
Effective writing principles:
- ✅ "Start posts with the most important point, not with context or background."
- ✅ "Include one specific, concrete detail per post: a number, a name, or a scenario."
- ❌ "Don't use passive voice. 'It was decided' → 'We decided.'"
- ❌ "Don't open with 'I'm excited to share' or 'Thrilled to announce.'"
Weak writing principles (avoid these):
- "Be engaging": too vague
- "Write well": means nothing
- "Sound professional": subjective
Each principle should have at least one example showing what it means in practice.
Terminology
Use Words: Terms that feel right for your brand. Your product's actual names. Industry terms your audience expects. Capitalizations that matter ("AI" not "Ai").
Avoid Words: Words that feel off-brand, vague, or overused. Common ones to consider adding:
- "leverage" (overused in B2B)
- "delve" (overused by AI systems)
- "unlock potential"
- "game-changing"
- "revolutionize"
Also add your own pet peeves. If you've seen the AI use something that makes you cringe, add it here.
Industry relationships
Describe your position relative to competitors, adjacent tools, and market categories. This helps the AI frame your positioning without making claims you wouldn't make.
Example: "We're not trying to replace Hootsuite. We're the content generation layer that feeds schedulers like Postiz. We compete on AI quality vs. templates, not on feature breadth."
Topic focus areas
High-level content themes that matter to your brand. Not specific topics (those go in topic pools): these are the categories of conversation you participate in.
Keep it to 3–6 areas. The AI uses these to frame content appropriately even when a specific topic doesn't fit neatly into your pools.
After making changes to brand voice, run the daily workflow on a test basis and review the output before enabling auto-approval. A few spot checks save a lot of future rejection clicking.