Brand Voice: Sounding Like You
Write down how your brand talks — preferred words, banned words, tone — and every audit flags the sentences that drift off-brand, with a suggested rewrite.
Every growing site drifts. One page says "clients", another says "users"; a landing page promises to "leverage synergies" while your style guide winces. Brand Voice lets you write the rules down once — and then every audit checks every page against them and hands you the exact sentences that drift, each with a suggested fix.
The payoff compounds with AI visibility: assistants quote text verbatim. If the page an AI cites is the one page written in stiff, off-brand jargon, that's the version of you thousands of people read. Consistent voice means whatever gets quoted sounds like you at your best.
What you configure
Go to Project → Settings → Brand Voice:
- Tone — how formal, how warm, how technical your writing should read.
- Preferred words — the terms you've standardized on ("customer", never "client").
- Avoided words — jargon and clichés you never want published ("leverage", "synergize"), plus competitor names you don't want casually mentioned.
- Brand terms — exact spellings and capitalization ("SitePulse", never "Site Pulse").
What happens at audit time
Suppose your rules prefer "customer", ban "leverage" and "synergize", and an audited page says:
"Users can leverage our platform to synergize their SEO efforts."
The audit flags that sentence three times — once per rule — and the Rewrites tab offers a replacement for each: "Users" → "Customers", "leverage" → a plain verb, "synergize" → a specific action. You review and apply them like any other rewrite suggestion; nothing is changed on your site without your say-so.
Your pages also get a voice score in the Content Quality section, so you can see at a glance which parts of the site have drifted furthest and fix the worst first.
Working together with Personas
Brand Voice is project-wide — it's your voice everywhere. Personas add per-audience nuance on top: a persona can ban extra words that alienate that particular reader. Both sets of rules are checked in the same audit pass. (Voice checks run when at least one persona is active, since voice is scored as part of the audience dimension.)
Only visible text is checked
Voice rules apply to the words a visitor actually reads on the page — not hidden metadata. Titles and descriptions have their own dedicated suggestion types.
For style-tooling fans
Under the hood the rules compile to the open-source Vale style linter, and an Advanced panel exposes the raw configuration — useful if your team already maintains Vale rules and wants to bring them along. Everyone else can ignore this entirely.