Brand voice / custom tone

A brand voice feature stores a description of how your company sounds, for example friendly but direct, formal, or short sentences with no jargon. The tool then applies it to the text it writes. Some tools learn from samples of your existing writing, while others offer a list of tones to choose from. Anyword, Copy.ai, Frase, Jasper, Rytr, SurferSEO and Writesonic are listed as having it.

Generated text tends to sound the same whoever uses the tool. A saved voice reduces the amount of editing and keeps the writing consistent when several people produce content. It matters when you publish regularly, or when freelancers write for you. It matters less for occasional use, where adding a sentence of instruction to each prompt may be enough.

• Ask how the voice is defined, and whether your own writing samples can be uploaded.
• Test the same brief with the voice on and off, and compare how different the results are.
• Check whether you can keep several voices, for example for different brands or audiences.
• Find out whether voices are shared across the team.