Voice Attributes
The five tone sliders that control the intensity of your brand's writing style.
Voice attributes are five sliders (1–10) that control the intensity of your brand's tone. They live in Settings → Brand, below the brand voice fields.
Unlike brand voice (which defines your identity), voice attributes control the dial: how formal, how friendly, how brief.
The five attributes
Formality (1–10) 1 = casual, conversational, slang-friendly 10 = formal, structured, business-register
Most brands land between 4–7. A solo founder's personal brand might be 3. A B2B enterprise SaaS might be 7.
Friendliness (1–10) 1 = cold, information-only, no warmth 10 = highly personable, inclusive language, conversational asides
This is independent of formality. You can be formal and friendly (7/7) or casual and cold (3/2).
Clarity (1–10) 1 = dense, assumes expertise, minimal explanation 10 = highly accessible, defines terms, uses analogies
High clarity is good for general audiences. Low clarity reads as insider-speak, appropriate for technical communities where over-explaining is condescending.
Brevity (1–10) 1 = expansive, detailed, thorough explanations 10 = extremely concise, punchy, short sentences only
X posts need higher brevity than LinkedIn essays. The AI factors this in, but your base setting establishes the baseline tendency.
Technical Depth (1–10) 1 = completely non-technical, no jargon 10 = highly technical, precise terminology, assumes domain expertise
Match this to your audience. A developer tool for engineers should be 7–9. A consumer product blog might be 3–5.
How the AI uses voice attributes
Your settings are your baseline. The AI adjusts from that baseline automatically based on the platform:
| Platform | Auto-adjustments |
|---|---|
| X (post or thread) | Brevity +1–2, Formality –1 |
| Formality +1–2, Friendliness +1 | |
| Farcaster | Brevity +2, Technical Depth +1 |
| Paragraph essay | Brevity –2, Clarity +1 |
These adjustments are relative to your baseline. If you set Formality to 5, LinkedIn content will generate closer to 6–7 formality. The adjustments ensure content feels native to each platform while staying anchored to your brand.
Recommended starting points by brand type
| Brand type | Formality | Friendliness | Clarity | Brevity | Technical Depth |
|---|---|---|---|---|---|
| Developer tool / technical SaaS | 5 | 5 | 6 | 6 | 8 |
| B2B enterprise | 7 | 5 | 7 | 5 | 5 |
| Founder personal brand | 4 | 7 | 6 | 7 | 5 |
| Consumer product | 4 | 8 | 8 | 6 | 3 |
| Web3 / crypto project | 4 | 6 | 5 | 7 | 8 |
These are starting points, not rules. Adjust based on what you see in the output.
The fastest way to calibrate voice attributes: generate 5–10 posts, pick the best one, and identify what attribute it's getting right. Then look at the worst one and identify what dial needs adjusting.