Typeface Academy

Write copy in your brand voice

Typeface learns your brand guidelines to ensure all copy has a cohesive company voice — no matter which team member wrote it. This guide shows you how to set up your brand voice.




Social posts, ads, emails, blogs, and more


  • Social engagement

  • Blog views

This is for

Marketing, sales, and HR


Tell your brand story with consistency

What are Values, Tones, and Rules

Values and Tones are two ways to incorporate your brand voice to ensure content properly reflects your brand. Each play a distinct role in shaping your content.

Values: Your brand values are the principles that guide a company’s culture and communication. Think of it as the core operating principles of your company. Values are less about tactical word choices and more about broader communication strategies when telling your brand story.

Tones: Your brand tone is the personality used to communicate with the audience. This includes the level of professionalism and the emotional tone. Tones play a large factor in determining your content’s specific wording.

Rules: Your copywriting rules include what specific words you want to replace or avoid. This ensures every team member writes with consistent word choice.

Examples of Values, Tones, and Rules

Examples of Values

  • Sustainability: We prioritize sustainability in our operations and decision-making processes, ensuring long-term growth while minimizing our environmental footprint and promoting social responsibility.

  • Empathy: We learn what the customer is facing and always have the customer experience at the forefront of our minds. Everyone at the company takes time to talk to customers.

  • Curiosity: We like to ask why before doing something. We make sure to understand diverse viewpoints and opinions.

  • Proactiveness: We take the initiative to get things done. If you see something that needs to get done, do it instead of waiting for someone else.

  • Transparency: Be honest about what is working and what isn't. Own your wins and mistakes. Don’t shy away from hard conversations.

  • Expertise: We are all experts in our own business functions, and others will look to us for opinions. We make sure to share our opinions and the reasoning behind them.

Examples of Tones

  • Clever: We pride ourselves on infusing wit and creativity into everything we do, effortlessly striking that perfect balance between professional and fun.

  • Bold: Our tone is being direct, impactful, and unapologetically expressive in conveying a message or making a statement.

  • Optimistic: We have a friendly and uplifting tone. We have a can-do attitude to show our customers the best path forward.

  • Conversational: We minimize jargon and use daily-spoken language. We are straightforward and get to the point quickly.

  • Inclusive: We are careful not to use references that may alienate some people (specific pop culture references, sports analogies, gendered terms like “guys,” etc.).

Examples of Rules

  • Consistent product messaging: Replace "app" with "platform." 

  • Inclusive language: Avoid using phrases like "man hours." 

  • Controlled tones: Substitute "Thank you" with "Thanks." 

  • Formatting style: Change "percentage" to "%." 

  • Consistent customer interactions: Swap "users" with "customers." 

Setting up Values and Tones

Automatically detect based on example content 

The quickest way for Typeface to learn your Values and Tones is by uploading example content. Click “Detect Voice” and share content that is around 500-1000 words. You can confirm, decline, or replace the suggested Values and Tones. After confirming, you can continue to edit the suggestions. 



Choose sample content that is representative of the brand voice you’d like to use. If you want a serious and intelligent tone, for example, share a data-driven blog rather than a company culture blog.

Manually define with an existing style guide 

If you have an existing style guide, you can copy & paste the brand voice directly into Typeface. When defining your Values and Tones, set Values as nouns (e.g., Empathy, Curiosity) and Tones as adjectives (e.g., Bold, Optimistic). Keep the length of your descriptions at 1-2 sentences.  

Here’s how to manually enter your Values and Tones: 

  1. Go to Brand Kit

  2. Under Values, click “+ New Value” and add up to 5 Values

  3. Under Tones, click “+ New Tone” and add up to 5 Tones

  4. Hover over your Values or Tones to edit or delete them

Once you’re done, you’ll be able to see the name and description of your Values and Tones. This view is available for everyone to view and edit in the same Team.


Setting up Rules

In your Brand Kit, click on "+ New Rule" to add up to 10 rules. These words will be proactively excluded during content generation. Your rules are automatically applied across all templates in the Team.


How your brand voice appears in content

Values, Tones, and Rules affect all parts of your content, including key details like the number of exclamation marks and how the customer is addressed.

Below are two examples of content with and without a brand voice (using a Brand Kit setup similar to the “Examples of Values, Tones, and Rules” section).

Without Text Brand Kit

This email is extremely lengthy and salesy (“But wait, there’s more!”) instead of being direct. It also includes plenty of formal language like “Dear,” “Thank you for being a valued customer,” and “Warm regards.”

Subject: Fall in Love with Our New Sweaters and Cardigans Collection!


Dear [Customer's Name],

As the leaves start to change and the air becomes crisp, it's time to update your wardrobe with cozy and stylish sweaters and cardigans. At [Brand Name], we are thrilled to introduce our brand new fall collection that will keep you warm and fashionable throughout the season.

Whether you're planning a bonfire night with friends or bracing yourself for colder climates, our collection has got you covered. From classic crew necks to trendy off-the-shoulder styles, we offer a wide variety of sweaters and cardigans suitable for every occasion. Looking for something more unique? Explore our mock neck and Henley designs that will make a statement wherever you go.

We understand the importance of layering during fall, which is why our sweaters are crafted from soft materials such as wool, chenille, and cotton blends. Our lightweight options are perfect for milder weather, while our heavier knits will keep you cozy on chilly days. And don't forget to check out our sweater vests and sweater dresses for a touch of versatility and elegance.

Pairing our sweaters and cardigans with your favorite jeans, skirts, or even joggers will effortlessly elevate your style. Whether you're aiming for a dressy or casual look, our collection offers endless possibilities. We prioritize your comfort, ensuring that our sweaters are made from the softest materials for a cozy feel all day long.

But wait, there's more! In addition to our fall sweaters and cardigans, we also have a range of women's shirts and tops, including flannels and sweatshirts, to add even more variety to your wardrobe. With our diverse selection, you can create unique and stylish outfits for any occasion.

So why wait? Visit our website or drop by our store today to explore our new fall collection. Don't miss out on the opportunity to stay warm, comfortable, and fashionable this season. Our friendly staff will be more than happy to assist you in finding the perfect sweater or cardigan that suits your style and needs.

Thank you for being a valued customer of [Brand Name]. We look forward to seeing you soon!

Warm regards,

[Your Name]

With Text Brand Kit

The email is shorter and less salesy, instead speaking to expertise in craftsmanship and clothing material. It also has a more conversational language compared to the previous email.

Subject: Cozy Up in Style with Our Sweaters & Cardigans Collection 🍂❄


Hello there!

As the seasons change and the temperature starts to dip, it's time to embrace the warmth and comfort of our versatile sweaters and cardigans collection. We've got you covered with a wide variety of styles, perfect for every season and occasion.

Imagine yourself wrapped in the soft embrace of our fall sweaters, enjoying a bonfire night with friends or sipping hot cocoa on a winter evening. Our sweaters are crafted from the softest materials, such as wool, chenille, and cotton blends, ensuring a cozy feel without compromising on style.

Pair your favorite sweater with jeans, skirts, or joggers for a casual look, or dress it up for a night out. And if you're looking to diversify your wardrobe, we also offer a range of women's shirts & tops, including flannels and sweatshirts.

Don't miss out on the chance to elevate your wardrobe and stay warm in style this season. Browse our sweaters and cardigans collection today and find your perfect match!

Stay cozy and stylish,

[Your Brand Name]

Using Text Brand Kit

After initial setup (see “Setting up Values and Tones” section above), your Brand Kit’s Values and Tones are automatically applied to all your content by default.

To override your Brand Kit, simply switch the Brand Kit toggle off in your template’s "Settings." This may be helpful when you want to write outside of your usual brand voice for PR, comarketing, etc.


Try it out

Get started with adding up to 5 Values, 5 Tones, and 10 Rules. Then, create two pieces of the same content type (email, social post, blog, etc.).

  1. In the first piece of content, keep the Brand Kit activated. Then generate the content.

  2. In the second piece of content, switch off Brand Kit under “Settings.” Then generate the content.

Compare the two outputs to see if the first post accurately represents your brand. Tailor your Values, Tones, and Rules until you are happy with the output.



You can describe a combination of two opposite tones (e.g., playful but slightly professional) to find a tone in the middle of the spectrum.


Are my Values, Tones, and Values available to be used immediately?

Yes, as soon as you set up your Values and Tones, they will be activated in all the new content you create. There is no wait time.

Who can set the brand guidelines?

Values and Tones are set on the shared team level. Anyone can see and edit these in the same team.

Need more help? Sign up for office hours or contact support@typeface.ai.

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