> ## Documentation Index > Fetch the complete documentation index at: https://docs.outzen.ai/llms.txt > Use this file to discover all available pages before exploring further. # Set up Brand & Voice > Fill in each Brand & Voice tab, and what each field does for your messages. **Work through the tabs in order. Each tile saves on its own, and changes apply to messages drafted from then on.** ## Brand Click **Edit** on a tile to change it. * **Industry**: pick from the list, or search. This is the industry you operate in. * **Company description & value proposition**: two or three plain sentences on what you do and why it matters. * **Customer pain points**: the specific problems your customers have. > [!TIP] > > Specific beats general. "Sales teams spend two to three hours a day on manual prospecting and the lists go stale before anyone works them" gives Guhan far more to work with than "prospecting is hard". ![The Brand tab: company description, customer pain points and industry. Each tile has an Edit button](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-brand.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=135143b377c2cfec24ea47a7bd0f9cbf) The Brand tab: company description, customer pain points and industry. Each tile has an Edit button ![Edit opens the field in a panel. Change the text, then click Save changes](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-edit-company.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=eaa51395f47d80c11e9fffcd5dd30185) Edit opens the field in a panel. Change the text, then click Save changes ![Industry: pick from the list or search, then Save changes](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-edit-industry.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=be8c7034eb77e004c57125e6c0f24b41) Industry: pick from the list or search, then Save changes ## Voice * **Tone**: one of Professional, Conversational, Direct, Authoritative, Technical, Casual, or Consultative. Each has a short description in the picker. Conversational is the default. * **Preferred language**: the language Guhan should write in. Treat it as guidance rather than a guarantee. * **Words / patterns Guhan won't write**: phrases or words to keep out of every message, such as "just wanted to circle back". Type each one and press Enter or a comma. Guhan strictly keeps these out of messages it drafts. > [!NOTE] > > There is no "always include" list. Forcing a phrase into every message made messages read as repetitive, so your positioning belongs in the company description and on your products instead. ![The Voice tab: tone, preferred language, and the words and patterns Guhan will not write](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-voice.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=09c41039483ccbb0a3dec55f10364c73) The Voice tab: tone, preferred language, and the words and patterns Guhan will not write ![Tone: pick one of seven baselines, each with a short description](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-voice-tone.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=9ea4272b6e48b8e3f3c1622d184c1fbd) Tone: pick one of seven baselines, each with a short description ![Words and patterns Guhan will not write: add each one as its own entry](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-voice-never.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=8d39cf0f3155c107fac949f241d5fcb0) Words and patterns Guhan will not write: add each one as its own entry ## Competitors Add each competitor with: * **Name** * **Differentiation**: how you differ when this competitor comes up, for example where you win and where you would concede. Guhan uses the differentiation when a prospect mentions that competitor. Use **New competitor** to add one, and the search box to find an existing one. ![The Competitors tab: New competitor at the top right, and one row for each competitor with how you differ](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-competitors.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=f263d20eb5c0b1f1a5f349743796b621) The Competitors tab: New competitor at the top right, and one row for each competitor with how you differ ![New competitor: a name and how you differ when it comes up](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-competitor-new.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=1fdac2ce96bfae549ff3f7fa77a1f6b8) New competitor: a name and how you differ when it comes up ![A competitor's menu: Edit or Delete](https://mintcdn.com/outzen/7ircGJHGowAGODBP/images/bv-competitor-menu.png?fit=max\&auto=format\&n=7ircGJHGowAGODBP\&q=85\&s=d39fb5fd1443ec1c8d72bee3a52e2aed) A competitor's menu: Edit or Delete ## Templates and Products & Services These two tabs are covered on their own pages: [Message templates](https://docs.outzen.ai/brand-and-voice/templates.md) and [Products](https://docs.outzen.ai/brand-and-voice/products.md). ## Keeping it stable Changing tone or the never-say list part-way through a campaign makes later messages sound different from earlier ones, which prospects notice. Settle it early and change it deliberately. ## If something's off > [accordion] Messages still use a phrase I banned > > The ban applies to messages Guhan drafts. Check whether that step is set to **Fixed message**, where the text is sent as typed, and whether the phrase is in a template or the step's own instructions. > [accordion] My edits did not seem to apply > > Messages drafted before you saved are not changed. Only newly drafted messages pick up the change. > [accordion] Messages are generic > > Add detail to the company description and pain points, then fill in the product the campaign is using. See [Products](https://docs.outzen.ai/brand-and-voice/products.md). ## Related > [card] [Brand & Voice](https://docs.outzen.ai/brand-and-voice/overview.md) > > What each tab is for. > [card] [Message templates](https://docs.outzen.ai/brand-and-voice/templates.md) > > Starters and your own. > [card] [Products](https://docs.outzen.ai/brand-and-voice/products.md) > > What you sell. 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