# Brand Voice (/docs/social/brand-voice)



The single biggest lever on generation quality is the brand-voice config.
Find it in [Project settings → General](/docs/projects/settings-general).

## Tone [#tone]

Pick 3–5 adjectives. Examples:

* `playful, irreverent, witty`
* `expert, authoritative, calm`
* `aspirational, premium, confident`
* `educational, patient, encouraging`

The model uses these as anchors. Specific is better than generic — "playful"
alone is ambiguous; "playful, irreverent, slightly chaotic" is clearer.

## Banned phrases [#banned-phrases]

Hard deny list. Generated content containing any banned phrase is
auto-rejected and regenerated. Common bans:

* Compliance triggers — "guaranteed", "best in class", "FDA-approved"
  for unregulated products, "100%".
* Legal triggers — competitor brand names you can't mention.
* Brand-tone violations — clichés you hate ("level up", "game-changer").
* Platform-policy traps — "click here" (Instagram), "FREE!!!" (everywhere).

## Reference posts [#reference-posts]

Paste URLs of:

* **Past winners** of yours — what hit hard, what to repeat.
* **Competitors** doing it well — what to study (the model studies
  pacing, hook structure, length).
* **Tone exemplars** from outside your category — a brand whose voice you
  admire.

## Brand-specific terms [#brand-specific-terms]

Add your product names, taglines, jargon. Layers respects exact casing
("Acme" not "ACME" or "acme") and keeps these intact across regenerations.

## Visual identity [#visual-identity]

In [media settings](/docs/projects/settings-media):

* Upload your logo (transparent PNG or SVG).
* Upload color reference imagery — the model samples palettes for image
  generation.
* Tag a "hero" image set for product-focused content.

## Audience [#audience]

In project settings:

* Demographics — age range, gender mix, geos.
* Interests — top 5 things this audience cares about.
* Pain points — problems they want solved.
* Preferred tone — formal vs casual.

## Iterating [#iterating]

Edit voice config and observe the next batch of generations. The new
config applies to subsequent generations only — content already
generated isn't regenerated automatically. Regenerate individual drafts
from their detail panel if you want them on the new voice.