Within Brand Guidelines, you can train Postscript AI how to emulate your brand voice and tone in AI-generated messages. These settings apply across Postscript AI products, including Shopper and Infinity Testing. When you update your settings in Brand Guidelines, every AI-powered touchpoint reflects the change.
You'll find these settings in Brand Center under Brand Guidelines. When you first open this section, you'll see that some content has been pre-populated from your website and social media. Pre-populated content is a first draft so you can get started quickly. We recommend reviewing the content carefully. The more you supplement and refine the content, the better and more accurate your AI-generated messages will be.
General Principles
Write for a reader that has never heard of your brand. The AI has no implicit knowledge of your history, product line, or industry. Assume it knows nothing and write accordingly.
Be Specific. A specific detail about your brand will produce better output than vague descriptions. "High-quality fabric" is vague. "Built with ButterFlex fabric that transitions from the golf course to dinner" is specific.
Longer is better than shorter. Thin Brand Center content is the most common cause of generic AI output. That said, don't pad it with filler. Every sentence should add useful context the AI couldn't infer on its own.
Review your content against one question: "Could this description apply to any other brand in my category?" If the answer is yes, rewrite it until it can't.
Brand Summary
The Brand Summary tells Shopper who you are — your origins, market position, what makes you different, and your unique value proposition. The quality of this input directly shapes the quality of AI-generated copy. Vague descriptions produce generic messages; specific ones produce on-brand ones.
Include your founding story. Even one to two sentences gives the AI context that anchors messaging in something real — founding year, location, and the problem that inspired the brand all help. Weak: "A premium activewear brand focused on performance and style." Strong: "Founded in 2013 in Richmond, VA, built on the insight that the founders needed activewear that could move from one activity to the next — and it didn't exist, so they made it."
Define where you sit in the market. Don't just describe what you do — describe the gap you fill. Name the space between you and competitors in plain language. Weak: "We sit at the intersection of performance and lifestyle." Strong: "We sit where East Coast prep meets technical performance — between pure athletic brands on one side and heritage lifestyle labels on the other."
Name products and materials specifically. Proprietary fabric names, product categories, and functional details give the AI vocabulary and context to work with.
Explain your tagline, don't just state it. The AI can't interpret intent. Write out what your tagline or brand philosophy actually means and why it matters.
Keep your summary within the character limit, but don't be afraid to use most of it. The more context you give, the better the AI captures your voice.
Target Customer Base
The Target Customer Base field tells Shopper who it's talking to — their lifestyle, values, pain points, and what they care about. The AI uses this to personalize messages, choose relevant scenarios, and connect with subscribers in ways that feel authentic.
Go beyond demographics — include psychographics. Age and gender ranges are a useful baseline, but they don't tell the AI how to talk to someone. Add the named values and attitudes that define how your customer sees the world. Weak: "Active individuals aged 25–45 who value quality and performance." Strong: Our customers crave activity in all its forms, not just athletics. They are active professionals and lifestyle enthusiasts, between the ages of 25-45, who refuse to compartmentalize their wardrobe the way they refuse to compartmentalize their lives.”
List specific pain points. The more precisely you describe what frustrates your customer, the more relevant the AI's messaging will be. Real pain points give the AI problem-solution framing to work with naturally. Examples: "Activewear that looks out of place outside the gym." "Clothes that fade, pill, or lose shape after repeated washing."
Describe what they value about your brand — not the category. Don't describe what customers generally want from your product type. Describe what they specifically get from you. This prevents copy that could belong to any competitor. Example: “What they value about our clothes: One wardrobe that transitions seamlessly from morning activity to evening dinner. Investment pieces that maintain quality wash after wash, year after year.”
Include real-life scenarios. Concrete moments anchor AI messaging in your customer's actual life and are one of the highest-leverage inputs you can provide. Example: "Morning golf round, then office meetings, then happy hour — same polo."
Describe how they think, not who they are. The best target customer descriptions read less like a demographic profile and more like a worldview — what do they see themselves as, what do they reject, what do they refuse to compromise on?
Brand Persona
The Brand Persona is how you give Shopper a name, role, and identity. Messages will be sent using this first-person narrative (e.g., "I'm Nina, a Marketing textpert based in Phoenix").
Fill in the name, role, gender, age, and location fields. These details don't need to be a real person — you're creating a character that represents your brand in conversations. Subscribers will see this name when Shopper introduces itself, so pick something that fits your brand personality.
We’ve found that adding a brand persona can boost your potential lift by up to 15%. It makes conversations feel personal rather than automated.
Tone of Voice
The tone sliders let you dial in exactly how the AI communicates. You'll see several spectrums:
Casual ↔ Formal — How relaxed or professional should the AI sound?
Gentle ↔ Bold — Should the AI be soft and supportive, or confident and direct?
Product ↔ Lifestyle — Should the AI focus on product specs, or paint a bigger picture around how the product fits into the subscriber's life?
Concise ↔ Chatty — Should the AI keep it brief, or is it okay to be more conversational? Tip: to encourage the AI to keep message character counts low, consider sliding the dial all the way to Concise.
Adjust these based on how your brand actually communicates with customers. If you're not sure, look at your best-performing SMS messages or your social media voice and try to match it.
Preferred Content
This section gives you control over the specific language or phrases the AI uses. Fill out each area with at least 3-6 options so the AI has variety to choose from:
Preferred Greetings — The ways your brand says hello. Examples: "Hey there," "Hi, friend," "What's up."
Sign-Offs — How your brand wraps up a conversation. Examples: "Happy shopping!" "Talk soon," "Cheers."
Words and Phrases — Language that's distinctly yours. If your brand uses specific terms (like "goodies" instead of "products," or "crew" instead of "customers"), add them here. This is one of the most effective ways to make the AI sound like you.
Emojis — Select the specific emojis that match your brand. Then use the Emoji Usage slider to control how often the AI uses them, from "No emojis" to "Many emojis."
If you leave Preferred Content empty, the AI will make its best guess based on your brand summary and tone settings, but filling this out makes a noticeable difference in how natural and on-brand the messages feel.
Discouraged Content
Use this section to define words, phrases, and emojis you'd prefer to minimize in AI-generated content. This could be specific phrases your brand avoids, or language that doesn't fit your voice.
Tips for Getting Voice & Tone Right
Review AI outputs early and often. After setting up this section, go to Playground and have a few test conversations with Shopper or review sample Infinity Testing messages. If something sounds off, you can continue to adjust your Brand Guidelines settings. The fastest way to get your voice dialed in is through this test-and-refine loop.
Don't try to be perfect on the first pass. Set up the basics (brand summary, persona, tone sliders, a handful of preferred content options) and start testing. You can always come back and refine.
Look at your best messages for inspiration. Pull up your top-performing SMS campaigns or flows. What language do they use? What's the tone? Use those as a reference when filling out your brand summary and preferred content.
Remember this affects everything. Because Brand Guidelines apply to both Shopper and Infinity Testing, changes here ripple across all of your AI-powered messages. That's powerful, but it also means you should be thoughtful about big changes. It is recommended to test conversations with Shopper or review sample Infinity Testing messages in Playground before and after to see the difference.