How to set your brand voice and writing rules
Define your writing style and add rules like "never use em dashes" so AI content matches your voice every time.
The difference between AI content that sounds like you and AI content that sounds like a robot usually comes down to a few clear rules. Writing instructions are where you set your brand’s voice and the specific dos and don’ts every agent follows.
You’ll find them under Content & Action → Brand Knowledge, on the Writing Instructions tab.
Writing style
The Writing Style field is a free-text box where you describe how your brand writes overall: the tone, the reading level, the personality. A few lines is enough. Are you plain and direct, or warm and playful? Do you write for executives or practitioners? This shapes the feel of everything agents produce.
Custom instructions
Below that, Custom Instructions are short, specific rules, the hard lines an agent should never cross. Type a rule and add it; you can have up to 20.
Good rules are concrete and testable:
- Never use em dashes.
- Always use the Oxford comma.
- Write in second person (“you”), not third.
- Never call the product “revolutionary” or “game-changing.”
- Spell it “SourceLoop,” never “Source Loop.”
Every time you catch yourself editing the same thing out of AI drafts, make it a rule here. The list pays for itself fast: fix it once and no agent makes that mistake again.
Style vs rules
Use the two fields for what each does best:
- Writing Style sets the overall voice and feel, the things that are hard to pin to a single rule.
- Custom Instructions enforce the specifics, the exact words, formats, and habits you do and don’t want.
You set writing instructions once and they apply to all your agents automatically. You don’t repeat your voice in every brief; you just describe the task and let the brand kit handle the style. See build your first agent.