How to write a brand voice brief for an AI marketing agent

What the brief is for

An AI marketing agent with no description of your voice writes in a pleasant, forgettable middle register. The posts are correct and could belong to anyone. A voice brief closes that gap. It also helps the approver, who gets something to check a draft against besides instinct. It needs to be specific enough that two different people, or a person and an agent, would write a similar caption from it.

The one-page format

Seven short parts are enough. If the page runs long, cut adjectives before you cut examples.

• Who we are, in one sentence a customer would recognize.
• Who we are talking to: the regulars, in everyday terms.
• Three words we are and three we are not. For example: 'Warm, direct, a bit dry. Not corporate, not cute, not pushy.'
• Words we use and words we avoid, including what we call our own products and topics we never raise.
• Mechanics: whether you use emoji, hashtags and exclamation marks, and whether you address customers by first name.
• How we reply: the greeting, the sign-off and how we handle a complaint.
• Three posts that sound like us, and one that does not, with a line on why.

Write rules someone can check

'Friendly' cannot be checked. 'We greet by first name, keep replies under three sentences and never use slang' can. A good check is to hand the page to a new employee and ask them to write tomorrow's post. If they have to ask you a question, the answer belongs on the page.

Posts and replies need different notes

A post speaks to everyone. A reply speaks to one person who may be pleased, confused or annoyed, and a voice page can easily cover only the first. Add a few lines for replies: how you answer a routine question, when to move a conversation to a private message, and what a complaint reply must always include, such as an apology and a way to reach a person.

Try it on one draft

Do not judge the brief by reading it. Judge it by what it produces. Ask for one post about a real offer and read the draft beside your three examples. Mark what is off in a few words: too formal, too long, wrong name for the product. Then turn each mark into a line on the page.

Repeat the check whenever the business changes: a new product line, a new audience or a new person doing the approving. The page is a working document, and a line added after a real correction is worth more than a paragraph written in advance.

Where Link AI fits

The agent we recommend trying your brief with is Link AI by Linkme. It works through a chat, and posts as well as comment and DM replies come back as drafts for you to approve, so tone can be judged one draft at a time.

How a voice brief is stored or applied is not covered on Linkme's page. The practical test is a draft written in your voice while you watch, with your page and example posts open for comparison: book a demo to try Link AI.

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