Writing Styles & Brand Voice
Define how AI should sound, and how (or whether) generated articles call readers to action.
Writing Styles (Brand Kit → Writing Style) are voice-and-tone profiles the AI Writer uses when generating articles. You can create several styles for different topics or platforms, plus a global Call to Action policy at the top of the page.
Call to Action
The card at the top applies to every generated article. Click Expand to open it, then flip the Never mention contact/sales in articles switch: off (default) lets AI decide the CTA per article, on strips selling language out entirely — every article stays purely educational. When it's off, fill in Call to action copy (up to 1000 characters, e.g. your contact info or a link) that AI can weave in naturally; click Insert example to start from a sample.
Creating a Writing Style: Three Ways to Start
Click Add Writing Style and pick a tab: Create Custom starts from a blank form, Use Template lets you pick a starting-point template (filtered by your project's language) and adjust it, and Generate from Samples has you paste up to 4,000 words of existing writing so AI extracts a style profile from it automatically. All three land on the same fields below.
Step 1 — Basic Info
Style Name (required), Description (optional, summarizes the style's purpose), Title style (optional, how this style writes headlines), When to use (required: the topics this style fits — AI uses this to auto-select a style per article), When not to use (optional), Min/Max words (optional length range, 500–4000), and Prohibited words / Preferred words (optional tag lists — type a word and press Enter or comma to add it). Help icons next to each field explain how AI uses it.
Step 2 — Voice & Tone, Step 3 — Audience
Voice & Tone (required) describes the tone in your own words, e.g. "Professional, friendly, informative". Audience (required) describes who you're writing for, e.g. "Tech-savvy professionals, small business owners". You can click Test this style from either step, before saving, to preview a sample article in that voice.
Testing a Style
Click Test this style (sparkles icon, top-left) on any saved style card — or the same button inside the create/edit modal — to try it before relying on it. Enter a Topic, adjust the Desired Emotion slider, and generate a live AI-written sample matching that style, along with how closely it hit the target emotion.
Connecting a Style to a Platform
If you have connected social accounts, each style card shows a "Connect to social..." dropdown. Assign a style to a platform so content generated for that channel automatically uses it. Assigning a style already used on another platform prompts a reassignment confirmation, since a style can only be pinned to one platform at a time.
Be specific in When to use: it directly drives which style AI auto-selects for a given article.
Use Test this style before publishing broadly to confirm the tone matches what you expect — you can test right from the creation form, before you even save.
Generate from Samples is the fastest way to match an existing voice — paste a few real articles or posts and let AI reverse-engineer the style profile, then fine-tune it.