Brand voice
Custom AI brand voice for every reply and post
Write down how your brand talks and what it knows, once. OutReply's AI follows those rules when it drafts comment replies, DMs and post captions, so answers stay on-brand whoever is on shift.
Each brand keeps its own rules, so an agency can run a playful café and a formal accounting firm side by side.
- Rules for tone, facts, policies and words to avoid
- Scope each rule to comments, messages, posts and more
- Auto Config drafts rules from your pages (Elite)
What goes into a brand rule
A rule is a short instruction in plain language. The best ones are specific enough that you could check a reply against them:
- Tone: "Warm and brief. Use the customer's first name and at most one emoji."
- Facts: "We're open Tuesday to Sunday, 8am to 4pm. Closed on Mondays."
- Policy: "Never discuss prices in public replies. Invite the person to message us."
- Language: "Reply in the language the customer wrote in."
- Limits: "Never mention competitors or promise delivery dates."
Each rule has a name, its text, an on/off switch and a list of the places it applies. Switch a rule off when a promotion ends instead of deleting it, and switch it back on next season.
Choose where each rule applies
One brand voice rarely fits every output. A rule about emoji suits comment replies but not a formal DM, and image guidelines have no place in a reply. Each rule can be scoped to any mix of these:
Comments
Replies to comments on your posts.
Messages
Replies to direct messages.
Posts
Captions and post text the AI writes for you.
Strategy
Content planning and insight suggestions.
Images
Guidelines for AI image generation.
Video
Guidelines for AI video generation.
How the rules reach a reply
Write or import your rules
Add rules by hand, or on Elite let Auto Config read your connected pages and suggest them.
OutReply adds them to every draft
When you generate a comment reply, the enabled rules scoped to comments go to the AI together with the post's caption and the comment.
Adjust a single reply
Set a target length, add a one-off instruction or ask for a rewrite. A one-off instruction overrides the saved rules for that reply only.
Reuse them in workflows
Tick Use Brand Config in a workflow's AI message step and automatic replies follow the same enabled rules.
Brand rules in action
Two illustrative replies from a café using the rules above, plus one extra rule about its terrace.
Instagram comment
Are you open Monday? Want to bring the team for brunch
Reply drafted by OutReply
Hi Sam! We're closed on Mondays, but we'd love to host your team any day from Tuesday to Sunday, 8am to 4pm. Send us a DM and we'll save you a big table.
Facebook comment
Can I bring my dog?
Reply drafted by OutReply
Hi Priya! Dogs are welcome on the terrace, and there's a water bowl by the door. Inside we can only welcome assistance dogs.
Want to see where these replies go next? The social media inbox puts every draft in one queue, and workflow automation can send them on its own.
Auto Config: rules drafted from your pages
Starting from a blank page is the hard part. On Elite, Auto Config asks for your brand name, category and a short description, reads the details and recent posts of the pages you select, and proposes a set of rules. You review and edit the analysis before anything is saved, and every rule stays editable afterwards. Writing rules by hand works on every plan, including Free.
Brand voice FAQ
Where do I set the brand voice for AI replies?
In each brand's AI rules. Add rules by hand or with Auto Config, then choose the outputs each rule applies to: comments, messages, posts, strategy, images or video.
Do the rules apply to automatic replies too?
Yes, when the workflow's AI message step has Use Brand Config switched on. The brand's enabled rules are sent along with the incoming comment or message.
Can different brands have different voices?
Yes. Rules belong to a brand. Free includes 1 brand, Advanced 3 brands and Elite 10 brands.
Can I override the rules for one reply?
Yes. Type an instruction before generating, for example "apologise and offer a refund". It takes priority over the saved rules for that reply only.
Which plan includes Auto Config?
AI brand analysis (Auto Config) is part of Elite ($45/month). Writing and scoping rules by hand works on every plan.
Related features
Give the AI your voice
Add your first brand rules on the Free plan and hear the difference in the next reply you draft.