Brand voice

Your brand voice gives agents direction for how to speak to customers: what your business values, how it sounds, and which wording to include or avoid. Define that guidance in a brand kit, then review how it appears in real email samples.

It lives inside a brand kit: open the kit, then the Brand Voice tab. The card is called Text Style. On a kit that has no voice yet, choose Enter manually on that card and the Brand Values, Brand Tones and Rules sections appear.

Add your values

Brand Values are what your brand stands for. Click Add Value, give it a name, and optionally a sentence explaining it.

• Innovative
• Sustainability with the description "we choose the lower-impact option even when it costs more"
• Craftsmanship

A name on its own works. A name plus one concrete sentence works better, because the description is what stops maxinja interpreting Innovative as "use the word innovative".

Add your tones

Brand Tones are how you sound. Add Tone takes the same name plus optional description.

• Bold
• Warm with "we write like a person, not a department"
• Direct

You can combine tones that pull against each other, like playful and professional, and maxinja will try to hold both. That is often exactly right for a brand that is friendly but not silly.

Set the two rules

Under Rules there are two free-text boxes for explicit writing instructions. They guide generation; they are not a deterministic blocked-word list or a guarantee of compliance.

• Always include: themes to keep surfacing. The app's own example: "Mention our commitment to sustainability."
• Always avoid: words and phrasings to keep out. The app's own example: "Avoid using jargon like 'synergy'."

Write them as instructions in plain English. There is no per-word substitution list, so "never say 'cheap', say 'affordable'" belongs in Always avoid as a sentence, not as a find-and-replace pair.

Publish the kit

Voice does nothing until the kit it belongs to is published. A draft kit is not in use anywhere.

Understand when voice is applied

Authoring with maxinja and recipient personalization are separate moments. maxinja uses the selected brand context when it writes a draft. During an Adaptyle render, the selected kit’s values, tones and rules are included under branding; the prompt should tell the model how to use that guidance.

A Liquid-only email does not call a writing model, so changing a tone cannot rewrite its text. A fixed paragraph also remains fixed during Adaptyle personalization. To change existing authored copy, request a draft edit and review the new copy.

Try a specific rule such as “Explain the customer benefit in the first sentence. Use short sentences. Never imply a purchase we have not recorded.” Then compare samples for a customer with purchase history and one without it.

Getting voice that actually changes the output

• Be concrete, not aspirational. "Customer-obsessed" tells maxinja nothing it can act on. "We answer the customer's question in the first sentence, before any preamble" does.
• Keep descriptions to a sentence. These are read alongside your prompt and your data on every write. Long essays dilute rather than sharpen.
• State exclusions explicitly. Put banned phrases and unsupported claims in Always avoid, then inspect generated results. Keep exact required wording as authored copy outside Adaptyle regions.
• Read a real result before you trust it. Generate one template with the kit selected and read it end to end. Voice problems are obvious in a finished email and invisible in a list of adjectives.

Anyone with edit access to the space can change values, tones and the rules. See members.