Brand Voice & Tone

Voice and tone settings define how your brand communicates. CXOps Cloud uses these settings throughout the platform — from generating content in Cortex to checking brand consistency in Govern to adapting tone per channel in Adapt.

Voice vs. Tone

• Voice is your brand’s personality — it stays consistent across all content. Think of it as who your brand is.
• Tone is how that personality adapts to different contexts — it can shift depending on the audience, channel, or topic. Think of it as how your brand sounds in a specific situation.

Configuring Voice

In the Voice tab of the Identity interface, you define:

Personality traits — Select or type the adjectives that describe your brand’s character. Examples:

• Confident, authoritative, expert
• Friendly, approachable, warm
• Bold, innovative, forward-thinking

Writing style — Describe how your brand writes:

• Sentence length (short and punchy vs. longer and detailed)
• Use of jargon (technical audience vs. general audience)
• Storytelling approach (data-driven vs. narrative)
• Point of view (first person “we”, second person “you”, third person)

Formality Level

Set your default formality level in the Language tab:

• Formal — professional, polished, no contractions, structured
• Neutral — balanced, natural, moderately professional
• Casual — conversational, contractions, relaxed

This default applies across all content generation. Individual channels can override formality through the Adapt module’s tone overrides.

How Voice Is Used

In Cortex (Content Generation)

When Cortex generates content, it injects your voice settings into the AI prompt. The generated content will reflect your personality traits, writing style, and formality level. If you’ve selected a specific persona, the content is further tailored to resonate with that audience.

In Govern (Compliance Checks)

The brand consistency check compares generated content against your voice settings using semantic similarity scoring. Content that drifts too far from your defined voice will be flagged with suggestions for correction.

In Adapt (Channel Adaptation)

Each channel configuration can define tone overrides — for example, your LinkedIn content might use a more formal tone while your Instagram content is casual. Adapt respects these overrides while maintaining your core voice personality.

Tips for Effective Voice Configuration

• Be specific — “Professional but approachable” is better than just “professional”
• Include examples — If your brand has signature phrases or patterns, mention them
• Define what you’re not — Sometimes stating what your brand avoids is as useful as what it embraces
• Align with your terms — Make sure your approved/prohibited terms in the Terms tab reinforce your voice decisions