How to apply brand voice guidelines to AI-generated email content

How to apply brand voice guidelines to AI-generated email content

Learn how to create and update your account’s brand voice guidelines in Klaviyo. Define your brand’s tone and writing patterns, then preview sample email content to check that the guidelines reflect your brand identity.

Before you begin

The Email AI campaign-drafting flow is no longer available. You can still manage your account’s brand voice settings using the steps below. To create an email campaign, learn how to create and send an email campaign.

If you do not already have a saved brand voice, automatic generation from campaigns requires at least 3 sent or scheduled email campaigns with available template content. If no brand voice is generated, you can upload a style guide or add voice descriptors and writing rules manually.

What are brand voice guidelines?

Brand voice guidelines help you maintain a consistent brand identity by defining the tone and writing patterns that represent your brand. Key components of brand voice include:

• Voice descriptor title: Words to define your brand's communication style or personality (e.g., playful, formal, or opinionated).
  • Description: Each descriptor must include a description to convey its meaning, including examples and keywords for added detail.
• Writing Rules: Rules to create clear guidelines that provide structure and help you maintain consistency in your messaging (e.g., rules for emoji usage, punctuation, or sentence length).
  • Rule application description: Rules must include an indication of when and how they should be applied.

Klaviyo can automatically generate these for you, and you can customize and adjust them manually afterward. You can preview sample content to see how Klaviyo interprets your guidelines.

Configure brand voice guidelines in Klaviyo

Create brand voice guidelines for your account using the Voice tab in Klaviyo:

1. Navigate to Content > Media & brand.
2. Select the Brand tab, then Voice. If you already have a saved brand voice, the page loads it and generates sample content. Otherwise, Klaviyo tries to generate your guidelines from your email campaigns.

If you see No brand voice available, use the upload or manual setup instructions below.

If sample content appears, review how it reflects your brand voice.

• If satisfied, no further action is needed. Your automatically generated guidelines are already saved.
• If changes are needed, upload a style guide or edit the voice descriptors and writing rules using the options below.

Upload a style guide

Uploading a style guide replaces your account’s existing voice descriptors and writing rules, including manual edits. Use a PDF, DOCX, TXT, RTF, PPTX, or MD file up to 50 MB.

1. Select Upload style guide, then Select file and choose your document, or drag and drop it into the upload area.
2. Click Apply changes, then Save in the confirmation dialog to generate and save the new guidelines.
3. Review the new sample content. To adjust the guidelines, follow the manual editing steps below.

Add or edit guidelines manually

1. Select Edit voice to manually adjust or add voice descriptors and writing rules. If you see No brand voice available, select Add manually instead.
2. Update your guidelines in the editing window:
   • Click the dropdown on any voice descriptor or writing rule to edit its title or description.
   • Select Add voice descriptor or Add writing rule to add a new item. Enter a title and description for each item.
   • Use the trash can icon to remove any descriptors or writing rules.
3. Click Update preview to see how your changes affect the sample content. Previewing does not save your changes.
4. When you’re satisfied with the brand voice in the content, click Save.
   

Your saved voice descriptors and writing rules now define your account’s brand voice.

Edit your brand voice guidelines

As your branding evolves, you can continuously update and refine your brand voice guidelines from the Voice settings page.

About the former Email AI brand voice control

The Email AI campaign-drafting flow and its brand voice quick-edit control are no longer available. Use the Voice settings page to update your account’s guidelines.

Edit brand voice guidelines in voice settings

To update your brand voice guidelines, use the Voice settings page:

Changes made in Voice settings affect your entire account’s brand voice settings.

1. Navigate to Content > Media & brand.
2. Select the Brand tab, then Voice.

3. Click Edit voice to modify or add voice descriptors and writing rules.
4. Click Update preview to view how the changes affect the sample content.
   

5. Once satisfied, click Save to save your account’s updated brand voice guidelines.

Additional resources

• How to create and send an email campaign
• How to use Klaviyo’s subject line assistant