Voices

Train Brew on your brand voice, or pick a voice inspired by email marketing leaders to write consistent & on-brand emails

What are Voices in Brew?

Voices in Brew ensure your emails maintain a consistent communication style that aligns with your brand identity. Whether you want emails to reflect your company’s unique personality or leverage proven voice styles from industry leaders, Brew makes it easy to create on-brand communications with a consistent tone.

Brand consistency

Maintain the same tone and style across all your email communications

Multiple voice options

Create different voices for various audience segments or senders

Proven styles

Use voice styles inspired by email marketing leaders with proven track records

Adding Your Brand Voice

1. Access the Voices page

   Go to the Voices page in your Brew app.

2. Click 'Add Voice'

   Find and click the “Add Voice” button in the top right corner of the screen.

   A modal will appear with four different methods to add your brand voice.

3. Choose how to add your voice

   Select from one of these four methods:

   Best for: Websites with strong brand voice examples

   1. Provide a URL that demonstrates your brand voice
   2. Enter URLs to blog posts, about pages, or other content that exemplifies your tone
   3. Brew will analyze the content to understand your unique style

   Choose pages that have conversational content rather than technical documentation for better voice extraction.

   Best for: Websites with strong brand voice examples

   1. Provide a URL that demonstrates your brand voice
   2. Enter URLs to blog posts, about pages, or other content that exemplifies your tone
   3. Brew will analyze the content to understand your unique style

   Choose pages that have conversational content rather than technical documentation for better voice extraction.

   Best for: Brand guidelines or specific voice examples

   1. Upload files directly from your computer
   2. Supported formats include .txt, .pdf, .doc/.docx
   3. Ideal for brand voice guidelines, sample emails, or marketing copy

   If uploading brand guidelines, try to include sections specifically about tone, voice, and messaging style.

   Best for: Collaborative voice documents

   1. Connect your Google Drive account if not already connected
   2. Select files that reflect your brand voice
   3. Brew will extract the voice patterns while maintaining document security

   This is especially useful for teams that maintain brand guidelines in Google Drive.

   Best for: Quick voice definition or specific tone examples

   1. Type or paste a short excerpt that captures your brand voice
   2. Aim for at least 200-300 words to give Brew enough context
   3. Include examples of how you talk about your product, address customers, and convey value

   Include varying sentence structures and tones that represent how you want your emails to sound.

4. Review and confirm

   After adding your voice, Brew will process and analyze the content.

   Your added voice will appear in the Voices table, where you can see a summary of your voice’s style and characteristics.

Using Template Voices

Brew offers six pre-configured voice templates inspired by industry leaders with proven email marketing success:

Informative & trustworthy

A trusted advisor who explains things thoroughly

Inspired by: Google

This voice establishes calm authority as a trusted advisor. It prioritizes clarity, logic, and detailed explanations, ensuring readers fully grasp every facet of the message. The language is direct yet reassuring, fostering credibility and reliability. The overall mood is informed and methodical, relying on well-researched facts and thoughtful guidance.

Best for: Educational content, product updates, technical explanations, and security notifications

Casual & Playful

A fun friend who keeps things simple

Inspired by: Duolingo

This voice is relaxed, energetic, and lighthearted, making every message feel friendly and approachable. It uses everyday language and relatable anecdotes to simplify ideas, ensuring readers stay engaged and have fun. The style is upbeat yet genuine, creating a welcoming atmosphere that puts people at ease.

Best for: Onboarding emails, milestone celebrations, community updates, and gamified content

Edgy & Innovative

A daring trendsetter who’s always ahead of the curve

Inspired by: Apple

This voice is bold, forward-thinking, and trendsetting, always looking ahead to what’s next. It employs sharp language and confident delivery to challenge conventions, setting the stage for fresh perspectives and daring ideas. The style is unapologetic and striking, designed to captivate and provoke thought.

Best for: Product launches, feature announcements, vision statements, and thought leadership

Funny & Sarcastic

A clever storyteller who keeps it light with a dash of sass

Inspired by: Wendy’s

This voice is witty, irreverent, and quick on its feet, relying on humor to keep things entertaining. It sprinkles playful jabs and light sarcasm throughout, striking a balance between cheeky and friendly. The style is sharp yet good-natured, helping readers feel in on the joke rather than the butt of it.

Best for: Casual newsletters, social media tie-ins, competitor comparisons, and relationship building with younger audiences

Calm & Nurturing

A caring friend who makes you feel safe and understood

Inspired by: Headspace

This voice is gentle, compassionate, and supportive, ensuring every message feels like a comforting conversation. It uses empathetic language and patient explanations, helping readers feel understood and at ease. The style is warm yet grounded, encouraging a sense of trust and safety throughout.

Best for: Wellness products, customer support, onboarding journeys, and relationship-building emails

Bold & Direct

A straight-talking leader who gets to the point with confidence

Inspired by: Nike

This voice is confident, straightforward, and unafraid to speak its mind. It uses concise statements and assertive language, cutting through clutter to make its point. The style is clear yet powerful, commanding respect while staying on task. The overall mood is determined and self-assured, inspiring listeners to take action.

Best for: Call-to-action emails, promotions, limited-time offers, and motivational content

Setting Default Voice

To ensure consistency across your emails, you should set a default voice:

1. Select your preferred voice

   Find the voice you want to set as default in the Voices table.

2. Access voice options

   Click the three dots menu on the right side of the voice row.

3. Make default

   Select “Make default” from the dropdown menu.

   The selected voice will now show a “Default” tag and will be automatically selected when creating new emails.

Voice Best Practices

Be authentic

Your voice should authentically represent your brand rather than trying to copy another company’s style

Consider your audience

Choose a voice that resonates with your specific audience and aligns with their expectations

Be consistent

Use the same voice across channels for stronger brand recognition and trust building

Keep it accessible

Ensure your voice is clear and understandable, avoiding overly complex language

Need support?

We’re here to help!

Scheduled support

Book a call with the founders — we have time slots open most days

Book a call

Immediate support

Call us on [phone] or emails us on [e-mail]

Email us now

We’re more than happy to help you define and refine your brand voice. Ping us on Slack (we should have connected with you by now) or through one of the mechanisms above.