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Brand tone and voice shows the writing style Erlin extracted from your website. Erlin analyzes your content to identify your tone, voice, personality, key messages, and content guidelines. You can edit any section to refine what Erlin uses when generating content for you.

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How Erlin generates your brand tone

The first time you open Brand > Tone, Erlin checks whether tone data exists for your brand. If it does not, an empty state appears with a button to run the analysis. Click the button and Erlin analyzes your website using an LLM to extract tone, voice, personality, messaging, and guidelines. The analysis runs in the background and typically completes in under a minute. Once finished, both tabs populate automatically. If you have company data from brand setup but no tone data yet, Erlin shows the empty state and waits for you to trigger the analysis.

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Brand Identity tab

The Brand Identity tab shows four sections, each describing a different dimension of how your brand communicates: Tone: keywords that describe how your brand sounds. Each keyword has a short description and an example. For instance: “Confident: we state things directly without hedging.” Voice: keywords that describe how your brand speaks. Distinct from tone: tone is the emotional register, voice is the character. For instance: “Authoritative: we lead with expertise.” Personality traits: core character attributes of your brand. These describe your brand as if it were a person. Each trait has a description explaining how it shows up in your content. Tone scale: attributes placed on a spectrum. These position your brand between two ends of a dimension (for instance, formal vs casual, playful vs serious). Each section has an edit button. Click it to open a dialog where you can add, remove, or change the keywords and descriptions.

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Content Guidelines tab

The Content Guidelines tab shows four sections that guide how Erlin writes content for you: Key messages: the core statements your brand communicates. These are the takeaways you want every piece of content to reinforce. Edit them to add or remove messages. Call to actions: the types of CTAs your brand uses, each with a description and examples. Erlin references these when generating articles or product pages. Word choice: three lists that shape vocabulary:
  • Words to avoid (terms your brand never uses)
  • Words to focus on (terms to prefer)
  • Words to emphasize (terms to use prominently)
Plus a replacements list: “instead of X, use Y” pairs that Erlin follows during content generation. Dos and Donts: communication rules. Dos are things your brand always does in its writing. Donts are things it never does. Each entry has a statement and an optional explanation. Each section has an edit button that opens a dialog with the current values.

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Editing a section

Click the edit icon on any section. A dialog opens showing the current values. Make your changes:
  • Add or remove keywords, traits, messages, or rules
  • Edit descriptions and examples
  • Reorder items where applicable
Click save. The update persists immediately. Erlin uses the updated tone and guidelines the next time it generates content for your brand (articles, product pages, collections). Changes are saved per section. Editing tone keywords does not affect voice keywords or personality traits. Each section updates independently.

Brand overview

Your company profile and product information.

Memory

Custom guidelines and context you give Erlin directly.

Competitors

The competitors Erlin tracks alongside your brand.