> ## Documentation Index
> Fetch the complete documentation index at: https://docs.etho.net/llms.txt
> Use this file to discover all available pages before exploring further.

# Voice

> Calibrate your brand tone and communication style for AI-generated content

Voice lets you fine-tune how your brand communicates across all AI-generated content. Six parameters control everything from formality to persuasion style, and a real-time preview shows you exactly how your settings shape the output.

<Note>
  **Prerequisite:** Complete your [Codex](/modules/brand/codex) first. Your brand strategy informs your voice settings.
</Note>

## How to set up your brand voice

<Steps>
  <Step title="Go to Brand > Voice">
    Open the **Brand** module from the sidebar and select **Voice**.
  </Step>

  <Step title="Adjust the six parameters">
    Use the sliders to set each parameter on a scale from **-50 to +50**. Each slider has labeled extremes to guide your choice:

    | Parameter      | Left (-50)                        | Right (+50)                                   | What it controls             |
    | -------------- | --------------------------------- | --------------------------------------------- | ---------------------------- |
    | **Verbosity**  | Low — brief, punchy               | High — comprehensive, thorough                | Length and detail of content |
    | **Language**   | Casual — friendly, conversational | Professional — polished, business-appropriate | Formality level              |
    | **Aggression** | Gentle — nurturing, soft          | Direct — confident, action-oriented           | Persuasion assertiveness     |
    | **Creativity** | Strict — structured, predictable  | Innovative — bold, unconventional             | How experimental the copy is |
    | **Fuel**       | Fear — urgency, problem-awareness | Vision — aspiration, possibility              | Emotional motivation style   |
    | **Driver**     | Pain — focuses on problems        | Pleasure — focuses on gains                   | Value proposition framing    |
  </Step>

  <Step title="Review the voice preview">
    The preview card at the top updates in real time, showing a human-readable summary of how your combined settings will shape AI-generated copy.
  </Step>

  <Step title="Save your settings">
    Click **Save Voice** when you're satisfied. Your settings apply to all AI content generation across the platform.
  </Step>
</Steps>

## Tips for effective voice settings

* **Start at zero.** All parameters default to a neutral/balanced position. Make small adjustments and review the preview.
* **Match your audience.** A pediatric dental practice might lean casual and gentle, while a med spa may go professional and direct.
* **Test with content.** After saving, generate some sample content in the [Write](/modules/write) module to see your voice in action. Come back and adjust if needed.
* **Fear vs. Vision isn't good vs. bad.** Fear-driven messaging creates urgency ("Don't wait until it's too late"), while vision-driven messaging inspires ("Imagine your best smile"). Both are effective — choose what fits your brand.

## What to do next

After calibrating your voice, set up your visual identity in [Brand > Design](/modules/brand/design).