Setting Up Your Brand Voice

Your brand voice tells Aimee how your business speaks — and it's the most important thing you can set up to get great content. This guide walks you through the process.

What Brand Voice Does

Every piece of content Aimee creates is shaped by your brand voice rules. The four types of rules are:

  • Tone — How your brand feels (e.g., friendly and approachable)
  • Terminology — Words and phrases to use or avoid
  • Audience — Who you're writing for
  • Style — Your primary content goal or direction

For a full explanation of each, see the Brand Voice feature page.

Method 1: Set Up via Telegram (Quickest)

The easiest way to set up your brand voice is through Aimee on Telegram.

When you first connect, Aimee will ask you four questions:

Question 1 — Tone

"How would you describe your brand's tone of voice?"

Give a short answer like: "Warm and approachable — like a trusted friend, not a corporate mouthpiece."

Question 2 — Terminology

"Are there any specific words, phrases, or terms you always use — or always avoid?"

Example: "We always say 'guests' instead of 'customers'. We never say 'cheap' — use 'affordable' instead."

Question 3 — Audience

"Who is your target audience?"

Example: "Small business owners aged 30–50, mostly in hospitality and retail, who are time-poor and value simplicity."

Question 4 — Style

"What's your main content goal — informing, selling, entertaining, building community, or something else?"

Example: "A mix of educational posts and promotional ones. About 70% should teach or share value, 30% can be promotional."

Your answers are saved as brand voice rules immediately.

Method 2: Set Up via the Dashboard

You can add, view, edit, and delete brand voice rules at any time from your client's settings page.

Adding a New Rule

  1. Go to your client's page in the dashboard
  2. Click Settings
  3. Scroll to the Brand Voice section
  4. Click Add Rule
  5. Select the rule type (Tone, Terminology, Audience, or Style)
  6. Write your rule in the text field
  7. Click Save

Repeat this for as many rules as you like. More rules = better content.

Editing an Existing Rule

  1. Go to Settings → Brand Voice
  2. Find the rule you want to change
  3. Click the edit icon next to it
  4. Update the text and save

Deleting a Rule

  1. Go to Settings → Brand Voice
  2. Find the rule
  3. Click the delete icon and confirm

Method 3: Auto-Extract from Your Website

If you've added a website URL to your client profile, Ai-Mee can visit your website and automatically extract information to suggest brand voice rules.

To trigger this:

  1. Go to your client's Settings page
  2. Make sure your website URL is filled in
  3. Click Analyse Website (or similar button)
  4. Ai-Mee will scrape your site and extract:
    • Company description
    • Industry
    • Brand messaging and tone from your copy
  5. Review the suggestions and save the ones that are accurate

You can also set this to run automatically on a weekly or monthly schedule so your brand knowledge stays up to date.

Tips for Writing Good Brand Voice Rules

Be Specific

Vague rules produce vague content. Compare:

❌ "Be friendly" ✅ "Write like a knowledgeable friend — conversational but never flippant. Use contractions (we're, you'll, it's). Avoid jargon."

Use Examples

Real examples give the AI something concrete to follow:

✅ "Instead of 'Utilise our services', say 'Get in touch'. Instead of 'facilitate', say 'help'."

Say What to Avoid

Negative rules are just as powerful:

✅ "Never mention competitors by name. Don't use overly salesy language like 'Amazing deal!' or 'Act now!'"

Think About Platform Differences

Some rules might apply to all platforms; others only to specific ones. You can note this in the rule text:

✅ "On LinkedIn, maintain a more professional tone. On Instagram, be lighter and use emojis sparingly."

Updating Brand Voice Over Time

Your brand evolves — your brand voice rules should too. Set a reminder to review them every few months. Ask yourself:

  • Is there anything Aimee regularly gets wrong that a new rule could fix?
  • Have you launched new products or changed your audience?
  • Is the tone still right, or have you shifted in a different direction?