Brand voice
What a voice profile holds, where it comes from, how to review and correct it, and what it changes about the copy Iterant writes.
A voice profile is Iterant's written record of how your brand sounds: its tone, its personality, the themes it keeps returning to, and the guidelines a writer should follow. It lives under Brand Voice in the brand navigation.
A brand can hold several profiles. One of them is the Default, marked with a badge on its card, and the rest of the product reads that one.
Where the first one comes from
You don't write the first profile. When a brand is onboarded, Iterant fetches a page of your own site and derives a profile from that copy, so the result describes how you already write. If it looks wrong, the source page was thin or unrepresentative.
What a profile holds
The card in the library shows the profile's name, its tone as a one-line subtitle, and its Personality traits. A trait written as Label - explanation renders as a label with the explanation underneath.
Six fields are yours to see and edit:
| Field | What it is |
|---|---|
| Voice Name | How you refer to this profile: "Professional", "Casual", "Docs". |
| Personality Traits | Short traits: professional, friendly, bold. At least one is required. |
| Tone of Voice | One line describing the overall register, such as "Professional yet approachable". |
| Industry | The sector, confirmed or inferred. |
| Writing Style | Free-text guidelines for someone writing in this voice. |
| Messaging Themes | The ideas the brand keeps coming back to: innovation, quality, trust. |
URL extraction also produces a deeper structured layer behind these fields: formality, perspective, sentence style, observed CTA phrasings, headline patterns, preferred vocabulary, words to avoid, and example snippets lifted from your copy. The dashboard does not expose that layer. You read and change the six fields above.
Adding a profile
Press Add Voice. The dialog gives you two ways in.
Give the profile a Voice Name and a Source URL, then press Create & Extract. Pick a page that sounds the way you want to sound, loads without a login or a consent wall, and carries real copy: a homepage or a high-converting landing page. A legal page or a sparse contact page gives the model too little to work from.
The profile appears in the library in a processing state, with a progress bar showing the current phase. When extraction finishes, the card fills in with its tone and personality. If the page can't be fetched, the card reads Voice extraction failed. Delete it and try a different page.
Reviewing and correcting one
Each card has a ⋯ menu:
- Edit opens the six fields above, and Save Changes commits. It is unavailable while a profile is still extracting.
- Set as Default promotes the profile. It shows only on profiles that aren't the default.
- Delete asks you to confirm and cannot be undone. It is unavailable on the default profile, so promote another profile first.
Editing changes only the six fields. It does not re-run extraction or rewrite the deeper structured layer, so a profile you have hand-corrected keeps whatever was extracted underneath.
If the extracted profile is well off the mark, extract again from a better page: create a second profile from a URL that represents you, make it the default, and delete the old one.
What the voice profile changes
The default profile feeds the planning side of Iterant. When the discovery agent proposes page opportunities and works up briefs, your industry, tone, formality, and vocabulary guidance ride into its context. Page-quality scoring compares published copy against the profile, so a page that drifts from your voice shows up as a score.
Your brand docs are the main source of Terra's writing voice. The context Terra carries into every turn is built from your docs/: the docs marked Always on and Brand facts, plus the catalog of everything else. Use the voice profile to describe how the brand sounds, and use Docs to state rules you want followed on every piece of work: banned phrasings, the term you use for your customers, how you refer to competitors.
The editor carries a Brand voice action on selected text. Pick a text element, press it, and Terra rewrites that text to match the brand's voice using the brand context it already holds. It sits alongside Rewrite, Shorten, and Expand.
Troubleshooting
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