The brand voice is how every article, rewrite and image for a brand sounds: its language, tone, style and the phrases it never uses. It is set once per brand, and everything the writer produces for that brand follows it: new articles, AI edits in the editor, Autopilot articles and generated images.
Make sure you're on the right brand (check the brand switcher)
Go to Brand > Brand settings in the sidebar
Open the Voice section
Click Edit brand to change it
When you start an article with Start from scratch, the form shows the voice it will be written in on one line ("Written in your brand voice: Professional"). Edit voice opens Brand settings > Voice ready to edit.
The language articles are written in. It starts as Same as the brand's language (the language of the brand's Market); pick another one to override it. Only the article changes language: the app itself stays in your own language.
The overall personality of the writing. Type your own tone (for example "Friendly and direct, never salesy") or click a preset:
Tone | Suits |
|---|---|
Professional | B2B, enterprise, technical buyers (the default) |
Conversational | Community brands that talk like people |
Friendly | Consumer and lifestyle brands |
Authoritative | Expert positioning, industry leaders |
Playful | Light, consumer-facing brands |
Technical | Developer and engineering audiences |
Empathetic | Health, care and support topics |
Specific instructions about sentence structure, vocabulary and formatting, for example "Use active voice, keep sentences concise, and use data-driven arguments."
The visual style of generated images, in your own words, for example "Professional photography, clean composition" or "Minimalist vector". Leave it empty to use the default style.
Words or phrases the writer must never use. Type one and press Enter or click Add; click the X on a phrase to remove it.
Click Save changes. The voice applies from the next article, rewrite or image on. Articles already written keep their text.
Anyone who can edit the brand can change its voice; viewers see it read only. Each brand has its own voice, on any plan.
New articles: written in the content language, tone and style, without the banned phrases, with images in your image style.
AI edits in the editor: the AI edit box shows the tone, whether a writing style applies and how many phrases are banned, and each edit follows them.
The editor's Details tab: Banned phrases in use lists any banned phrase the article still contains, and the quality score flags it.
Autopilot: an article that uses a banned phrase is held for your review instead of going live.
Professional: "Teams that track their visibility in AI answers can see which prompts name them and which name a competitor."
Conversational: "Once you track how AI answers talk about you, you can see which prompts mention you and which ones pick someone else."
Match what you already publish. Read two or three of your best pages and describe their tone and style in your own words.
Keep banned phrases specific. Ban the words your brand never says ("cheap", "guru") rather than whole topics.
Write in the language your buyers search in. Target keywords work best in the same language as the article.
Describe images by what they show. "Real photos of small office teams" guides the images better than "nice images".
Open Brand settings > Voice and click Edit brand
Set the content language to Same as the brand's language, pick the Professional tone, and clear the other fields
Click Save changes
The defaults are: content language Same as the brand's language, tone Professional, image style Default style, no writing style and no banned phrases.
They are now the Voice section of Brand settings. The Content Preferences buttons on the Articles and Integrations pages are gone.
No. It applies to what is written after you save. To bring an older article in line, use AI edits in the editor.
The voice applies to every article for the brand. For a one-off, change it, generate the article, then change it back.
AI content generation overview: start creating content
Article formats: choose the right format
Brand settings and configuration: the other brand settings
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