Brand voice: guiding the AI

When you click AI adapt on a campaign, the AI generates email and X copy based on two things:

1. Your brief — what the campaign is about.
2. Your brand voice — how your brand sounds.

The brand voice is set once in Settings → Brand voice and applies to every campaign. Getting it right pays off across every send.

Writing your brand voice

The field is a free-form text prompt — anything up to about 500 words. The shorter and more concrete, the better the AI follows it.

A useful structure:

Who you are

One sentence about the company and audience.

"We make compliance software for SaaS security and ops teams at companies of 50–500 people."

How you sound

Three to five short adjectives, each backed by a "we do" and a "we don't".

• Plain-spoken — we use everyday words. We don't say "leverage" or "synergize".
• Confident — we make direct claims. We don't hedge with "we believe".
• Friendly but not cute — we're warm. We don't use emoji or exclamation marks.
• Specific — we use real numbers and concrete examples. We don't say "industry-leading" or "best-in-class".

Words and phrases to use

Brand-specific vocabulary the AI should reach for.

Use "controls" and "evidence" (industry terms). Use "your team" not "users". Refer to the product as "Acme" not "the platform".

Words and phrases to avoid

Brand-specific anti-vocabulary. The AI will follow this if it's clear.

Don't use: "leverage", "synergy", "best-in-class", "industry-leading", "world-class", "game-changing". Don't address the reader as "you guys". Don't use exclamation marks. Don't open with "Are you struggling with…".

One golden example

A paragraph from a real email you wrote that captures the voice. The AI uses this as a north star.

Example: "Most teams set up SOC 2 evidence collection in week one, then forget about it. Six months later they're scrambling to backfill before an audit. Acme keeps the evidence flowing all year — quarterly reviews instead of annual fire drills."

What good looks like

A campaign brief like "announcing our new reporting dashboard, aimed at finance teams" run through a strong brand voice should produce email subjects and bodies that:

• Don't sound like every other SaaS marketing email.
• Use your specific words ("controls", "evidence") not generic ones ("solutions", "capabilities").
• Match your sentence length and rhythm.

Iterate

The first version of your brand voice will be too generic. After a few campaigns, look at the AI's output and ask:

• "What did it write that I'd never write?" — add that to the avoid list.
• "What did it miss that I always say?" — add that to the use list.
• "What word did it pick that I'd swap?" — add a vocabulary rule.

Treat the brand-voice field as a living document. Five minutes of editing it every quarter pays off in every campaign.

What it doesn't do

The brand voice guides tone, not facts. The AI still only knows what you tell it in the campaign brief. If you want the email to reference a specific feature, mention it in the brief. Don't expect the AI to remember it from last week's campaign.