Your brand voice profile works best when each section is specific and actionable. The more detail you give WinstonAI, the closer its copy is to your finished copy. Here are some tips and examples to help you fill in each field.
Before you start
Things you need to know:
This article assumes you've already started setting up your brand voice. Learn more in Set up your brand voice.
General tips
Keep these principles in mind across every field:
Be specific
"Friendly but professional" is better than "nice." The more precise you are, the better WinstonAI can match your voice.
Keep it concise
Short, clear statements work better than long paragraphs. Think of each field as a brief for a copywriter.
Use examples
Where you can, include a sample phrase or sentence that captures what you mean.
Think about your audience
Write your descriptions with your contacts in mind, not your internal team.
Revisit and refine
Your brand voice isn't set in stone. Come back and update it as your brand evolves.
How to fill out each field
Brand identity
Focus on personality traits and values, not product features.
Example:
"We're a bold, modern fitness brand that empowers everyday athletes. We value inclusivity, transparency, and no-nonsense advice."
Audience
Go beyond basic demographics. Include your audience's knowledge level and what matters most to them.
Example:
"Small business owners aged 25–45, comfortable with technology but time-poor. They want practical solutions, not marketing theory."
Voice and tone
Describe how your brand sounds in writing. If your tone shifts across different content types, mention that here.
Example:
"Conversational and confident, but never pushy. We use a warmer tone for onboarding emails and a more direct tone for transactional messages."
Language accessibility
Set your clarity standards. If your audience is technical, say so. WinstonAI adjusts accordingly.
Example:
"Write at a secondary school reading level. Avoid jargon unless it's industry-standard. Content should be clear to non-native English speakers."
Dos
Frame these as short, actionable rules. The more specific, the better.
Example:
"Use active voice. Start with the benefit. Use 'you' and 'your' to speak directly to the reader. Include a clear call to action."
Don'ts
Where it isn't obvious, pair each don't with a brief reason. This helps WinstonAI understand the intent behind the rule, not just the rule itself.
Example:
"Don't use slang or humour that could alienate international audiences. Don't use passive voice. Don't start sentences with 'We are pleased to...'."
Language and style
Include any house style rules a freelance copywriter would need to know.
Example:
"Use British English spelling. Use the Oxford comma. Keep sentences under 20 words where possible. Use sentence-case for headings."
Terminology to use
List your preferred terms alongside the alternatives you want to replace. This makes it clear what WinstonAI should use and what it's replacing.
Example:
"contacts (not subscribers), campaigns (not blasts), insights (not data)"
Terminology to avoid
Include terms that feel off-brand or that your audience reacts badly to, even if they're common in your industry.
Example:
"blast, spam, cheap, no-brainer, ASAP"
Next steps
Once you've refined your brand voice, use the preview panel to test how WinstonAI applies it. If the output doesn't feel right, revisit the fields above and add more detail.
Learn more in Set up your brand voice.