---
title: "Brand voice and authors"
description: "Set your brand voice, audience and tone, then add author personas for articles. Learn which details guide new writing and how to save your changes."
group: Features
order: 4
updated: "2026-11-01"
features: ["brand", "authors", "products", "shopify-products"]
---
# Brand voice and authors

## How do I make articles sound like my brand?

Open **Brand** and describe your **Niche**, **Target Audience** and **Brand Voice**. Choose **Content Tone**, then choose **Save Brand Settings**. For a named writing identity, open **Authors**, add a persona and save its voice details. You can pick an author persona on the **New article** form.

## When to use it

Use brand details for guidance that applies across your blog. Use an author persona for a particular writing identity, phrases and examples. Update these details before writing a new batch of articles.

## Steps

1. Open **Brand**, then the **Brand** tab. Check **Brand Name**, **Niche** and **Target Audience**.
   ![Brand Configuration with Brand Name, Niche and Target Audience filled in](/docs-images/features/brand-voice-and-authors/1.webp)
2. Write your **Brand Voice**, choose **Content Tone** and choose **Save Brand Settings**. If a site-based voice suggestion is offered, read it before replacing your own words.
   ![Brand Voice text and the four Content Tone choices with Conversational selected](/docs-images/features/brand-voice-and-authors/2.webp)
3. Open **Authors** and choose **Add Author**. Fill in **Pen Name**, **Bio** and the writing fields, then choose **Save Author**. Leave **Active** on, and choose **Set default** to make this persona the default author for new articles.
   <!-- screenshot: Brand Authors tab with a persona editor and Save Author -->
4. Open **Products** to add products the writer can reference. Use **Add Product**, fill in the product details and choose **Save**. The **Shopify** tab can import public products using **Shopify Store URL** and **Import Products**.
   ![Brand Products tab with saved products, a product search box and the Add Product button](/docs-images/features/brand-voice-and-authors/4.webp)

## Settings

| Option | What it changes |
| --- | --- |
| **Brand Name** | Names the brand used in writing. |
| **Niche** and **Target Audience** | Describe the subjects and readers the writer should focus on. |
| **Brand Voice** | Gives writing guidance in your own words. |
| **Content Tone** | Chooses one of four tones: **Casual**, **Conversational**, **Professional** or **Formal**. |
| **Seed Keywords (comma-separated)** | Guides subject selection. |
| **Pen Name**, **Credentials**, **Bio** | Describe an author identity. |
| **Writing Style**, **Tone**, **Perspective** | Guide how the persona writes. |
| **Phrases to Use (comma-separated)** and **Phrases to Avoid (comma-separated)** | Give preferred wording and wording to leave out. |
| **Example Intro Paragraph** and **Example Product Mention** | Supply examples of the desired writing. |
| **Active** | Turn it off to hide a persona from **Author persona** on the **New article** form. |
| **Product URL**, **Description**, **Features (comma-separated)** | Supply product facts and a destination link. |

Importing public products from Shopify does not authorize publishing to that store. Set up the publishing connection separately.

## Common problems and fixes

If new writing does not reflect your changes, check that you saved the brand settings and picked the right **Author persona** on the **New article** form. Existing articles are not rewritten simply because you changed the voice.

**“Set another default author before deleting this one”** means the persona is your current default and other personas exist. Choose another default first.

If a site read fails, type the brand details yourself.

## Related pages

[Shopify](/docs/connect-your-site/shopify) · [Articles and the editor](/docs/features/articles) · [Ideas](/docs/features/ideas) · [Images and product images](/docs/features/images) · [Languages](/docs/features/languages) · [Team members and roles](/docs/features/team)