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The AI writes posts, emails and captions for you. Brand Voice tells it how: your mission, the feel of your brand, and plain rules for what to do and what to avoid. Positioning adds the one idea every piece argues and the proof behind it. This guide adds two rules to Northwind’s voice, “Name the farm and the region” and “No exclamation marks”, writes its positioning, and checks the next post the AI wrote.

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Open Brand Voice

Click Marketing in the left rail, then the Brand Guides card, then your guide. Click Edit at the top right, then the Brand Voice tab. (See Set Up Your Logo, Colors and Fonts for the first steps with pictures.)
The Northwind guide in edit mode with Cancel and Save Changes at the top and the Brand Voice tab outlined

The Brand Voice tab

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Describe your brand

Fill in the three boxes at the top:
  • Mission Statement: why your business exists, in one sentence.
  • Brand Mood & Feeling: a few words for how your brand should feel.
  • About Copy: the story of your business, the way you would tell it on your About page.
Mission Statement Connect people to their coffee's full story, from farm to roast to cup, Brand Mood and Feeling Earthy artisan Pacific Northwest warmth, and the About Copy, each box outlined

Northwind's mission, mood and story

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Add your writing rules

1

Type one rule per line

Under Copy Do’s, type what every piece should do, one rule per line. Under Copy Don’ts, type what it should never do. To add a rule at the end, type it right after the last one, then click just before your new words and press Enter to move them to their own line. Short and specific works best: “Name the farm and the region” is easier to follow than “Be authentic”.
2

Save

Click Save changes in the bar at the bottom of the page (or Save Changes at the top).
The bar reading Unsaved changes, with Discard and the Save changes button outlined

The save bar

The rules now show as two lists, with the new ones at the end.
Copy Do's ending with Name the farm and the region, and Copy Don'ts ending with No exclamation marks, both new rules outlined

Northwind's rules, with the two new ones

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Write your positioning

1

Open Positioning

Click the Positioning tab. It has its own Save positioning button.
2

Write the thesis and the category

  • Thesis: the one sentence every piece argues.
  • Category name: what you call what you sell, in your own words.
Positioning with the Thesis Coffee tastes better when you know the farm it came from and the Category name Traceable small-batch coffee, both outlined, and the Save positioning button

Northwind's thesis and category

3

Add beliefs, what you are against, and proof

Click Add next to Beliefs and We are against to add a line to each. Under Proof points, click Add proof point, type the claim, and type where it comes from in the box next to it. A claim with no source is refused when you save.
Beliefs Every bag should name the farm and the region it came from, We are against Blends that hide where the beans came from, and the proof point Every bag ships within 48 hours of roasting with the source Roastery shipping log, October 2026, outlined

A belief, a stance, and a proof point with its source

4

Click Save positioning

Click Save positioning. The page says Positioning saved.

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See it in a post

The next post the AI wrote for Northwind (see Have the AI Write a Blog Post) named the region, Huehuetenango, Guatemala, four times and used no exclamation marks. It also left out the farm’s name because nobody had given it one, rather than inventing it.
The AI Content Assistant's reply: it filled the draft with an approximately 600-word body, title and excerpt, and left specific farm, producer, processing and tasting claims out because those details weren't provided

The AI's note on the post it wrote

To have it name a farm, put the farm’s name and what you know about it in your request.

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Good to know

  • New writing only. The rules guide what the AI writes from now on. Posts it already wrote stay as they are.
  • Banned phrases. The Pre-publish check in the post editor can flag a banned phrase that is not in your Copy Don’ts. Those phrases are a separate list saved with your brand guide, and this page does not show it yet.
  • More: The Content Department explains how the AI uses your brand guide, and Set Up a Brand Guide covers the rest of the guide.