Brand Voice & Templates

Setting Up Your Brand Voice

Last updated: 27 September 2026

Your Brand Voice is the basis for every AI caption. It tells the AI who you are, who you're writing for and how you sound. Filled in carefully once, it means far less reworking on every post. You'll find it under "Brand Voice" in the menu.

Set aside 15 to 20 minutes – and do it before you create your first post. It's the investment with the biggest payoff.

The completeness meter

At the top you can see how complete your Brand Voice is, for example "75% – Strong Setup". The meter doesn't judge the quality of your writing, only how many fields are filled. The higher it goes, the more the AI has to work with. Completeness isn't mandatory, but the difference between 40% and 90% is clearly noticeable in the results.

Step 1: Brand Identity

Brand name – as it should appear in posts.
Logo – square (1:1), max. 5 MB.
Default Language – the language written in by default. It applies wherever you leave a post set to "Same as brand".
Industry – your sector. It noticeably shapes word choice and examples.

Step 2: Brand Personality

Tone of Voice – your brand's baseline tone.
Description – a few sentences on what you stand for and how you want to come across.
Emojis – None, Low, Medium or High as a default.

Write the description the way you'd explain it to a new colleague on their first day. "We're a third-generation trade business, we speak plainly and don't promise what we can't deliver" is worth more than a list of adjectives.

Step 3: Audience & Messaging

Target Audience – who are you writing for? Their job, situation, problem.
Keywords to Include – terms that should recur: product names, services, claims.
Words to Avoid – anything that mustn't appear. This is where clichés that grate on you belong, as well as terms that are legally sensitive.
Style Instructions – concrete rules, such as "no exclamation marks", "British spelling" or "hashtags at the end".

Step 4: Writing Examples

Here you add posts you wrote yourself that worked well. This is the most effective part of the whole setup: the AI picks up sentence structure, rhythm and quirks from them that keywords can barely describe. Two or three genuine examples are enough – invented ones don't help.

Changes take effect from the next post

Captions already generated don't change retroactively. After sharpening your Brand Voice, use "Regenerate all" in an open post to generate again.

If the results still don't fit

Too smooth and interchangeable: usually the writing examples are missing, or the step 2 description is too general.
Wrong language: check Default Language in step 1, and whether the post is set to "Same as brand".
The same clichés every time: put them in Words to Avoid.
Wrong level of formality: that belongs in Style Instructions.