Where it is

Settings → Brand Voice (/admin/settings?tab=brand-voice).

This tab shows the current brand voice at a glance: the persona summary, primary tone, target audience, content pillars, SEO keywords, and brand personality adjectives. If no voice is defined, the tab prompts you to run the guided AI interview.

First-run: the interview

Click Start interview. Claude plays the role of a brand strategist and asks 6–8 questions about:

• What the business does and who it serves
• Adjectives that describe the brand's personality
• Topics the brand is authoritative on
• Topics to avoid
• Sample phrases that sound like the brand
• The target audience's context (industry, expertise level, intent)

The interview takes 2–3 minutes. At the end, Claude generates a complete BrandVoice JSON payload and shows it for review. Click Save to store it as the first version.

Re-interview vs edit

Two ways to change the voice:

• Re-interview — click this from the tab's edit page. Starts a fresh interview. Useful when the brand's direction has shifted (new audience, new product focus, rebrand).
• Edit fields directly — all fields are editable as structured form inputs. Useful for small tweaks like adding a keyword or swapping a tone word.

Every save creates a new version. The history tab shows previous versions with the option to activate any of them.

What the tab does NOT configure

Locale-specific voice variants are generated on demand by the AI consumers that need them — they're not edited in this tab. When the chat asks for the voice in a non-primary locale, the CMS auto-translates via /api/cms/brand-voice/translate and caches the result in _data/brand-voice-<locale>.json. If you want to hand-edit the Danish voice, open that JSON file directly or use the API.

Impact

Brand voice is injected into every AI prompt the CMS runs — chat, field generation, agents, SEO optimisation, translation. Once configured, AI output aligns with your voice without you having to restate it in every prompt. This is the highest-leverage setting in the CMS for content quality.

Related

• Brand Voice concept — deeper explanation of how voice gets injected into prompts
• AI Prompts — for prompt-level overrides when brand voice isn't enough
• AI settings — the model picked for the interview (Opus recommended)