# Brand voice

> Teach Orb how your brand sounds, what it must never say, and who it's writing for.

Your brand voice is what Orb writes in, everywhere: [refine](https://orbitwrite.com/docs/guides/composer/ai-assistant), the Orb panel and
[campaign generation](https://orbitwrite.com/docs/guides/grow/campaigns). Set it under **Settings → AI settings**.

> **Note:** Brand voice is part of the Pro and Advanced plans. Owners, admins and managers can change it.

## Who you are

- **Brand description**: what you do, in a few sentences.
- **Audience**: who you're writing for.
- **Product context**: the facts Orb should know, such as product names, pricing and what makes you different.

## Style

These are hard guardrails, applied to every generation:

- **Default tone**, **Language**, and how you use **Emoji**, **Hashtags** and **Calls to action**.
- **Do's** and **Don'ts**: one rule per line, up to 20 each. "Write in the first person plural." "Never promise a
  delivery date."
- **Banned words & phrases**: up to 20. Orb won't use them, and the [post score](https://orbitwrite.com/docs/guides/composer/post-score) flags
  them in anything you write yourself.

## Voice exemplars

Paste in posts that sound exactly like you. Orb matches their style, never their content.

## How it learns

- **Learn from edits**: Orbitwrite periodically reads how your team edits Orb's drafts and distils it into
  **Learned style notes**. Turn it off to pause learning; the notes you have are kept.
- **Use recent posts as style reference**: lets Orb read a channel's recent published posts to match its voice.

Your brand description, rules and exemplars are always used, whatever these are set to.