Brand voice and tone

What voice and tone control

If a generated headline ever reads flat or faintly generic, the Brand voice card is the first place to look, not the generator. Voice decides how your copy sounds, and it holds four things you can edit: personality, communication style, differentiation (what makes the way you talk yours), and voice weaknesses (the habits to avoid, like sounding too formal or over-promising). A small pill shows an authenticity score, Pinnora's read on how distinct the voice is.

Tone sits at the top of the same card: a short prose summary of how the brand should come across, plus a row of tone keywords. Voice is the long-term character; tone is the dial you set for a given project, warm, direct, playful, clinical.

It helps to treat the voice weaknesses field like a note to a ghostwriter. You would not just describe how you sound, you would tell them the tics to avoid. If the draft caught your personality but missed that you never use exclamation marks, add that to voice weaknesses and it carries into every render.

This is the single biggest lever on copy quality. Two projects with identical products but different voice entries produce noticeably different headlines and body copy. Spend real time here once per project, and most downstream copy lands closer on the first try instead of needing a rewrite.