Tone and Style Modifiers
Tone and writing style are the two most expressive fields in a Brand Voice. Together, they control how your content feels, flows, and connects with readers.
While every Brand Voice includes broader personality traits and formatting rules, the Tone and Writing Style modifiers offer the most immediate and visible effect on sentence structure, emotional delivery, and rhythm.
This section explains how each modifier works, how they combine, and how to choose the right ones for your content.
How Modifiers Work
When you assign values in the Tone and Writing Style dropdowns, those values act like weighted instructions that the model uses to shape phrasing, vocabulary, pacing, and emotional delivery.
These modifiers apply across all Agent outputs where the Brand Voice is used — whether it's writing a blog post, a product page, a social caption, or a long-form report.
You can select multiple modifiers in each category to add nuance, but keep in mind that too many conflicting styles may lead to mixed or inconsistent output.
Tone Modifiers
The Tone field defines the emotional posture or mood of your writing. Some tones influence attitude (e.g. assertive, ironic), while others affect reader trust and warmth (e.g. sincere, professional, empathetic).
Common Tone Values and Their Effects
| Tone | Effect on Writing |
|---|---|
| Assertive | Uses strong, declarative language. Drives action and certainty. |
| Calm | Slows pacing and softens transitions. Gentle phrasing, fewer exclamations. |
| Confident | Balanced tone with self-assured statements. Avoids hesitation or filler words. |
| Empathetic | Sensitive to reader emotions. Uses validating language and inclusive phrasing. |
| Friendly | Warm and informal. Uses contractions and light conversational cues. |
| Humorous | Adds playfulness or wit. May use analogy or casual exaggeration. |
| Inspirational | Builds momentum and uplifts. Leans on elevated phrasing and future-oriented ideas. |
| Ironic / Sarcastic | May introduce deadpan humor or oppositional phrasing. Use with care. |
| Neutral | Strips emotional tone. Focuses on facts and even delivery. |
| Professional | Polished and respectful. Avoids slang or overly casual expressions. |
| Sincere | Speaks plainly with emotional honesty. Avoids jargon and over-polish. |
| Urgent | Adds immediacy. Uses time-sensitive language, calls to act, short sentences. |
| Warm | Inviting and reassuring. Great for relationship-driven brands. |
Tip: Combine tones like Calm + Confident or Friendly + Professional for subtle layering.
Avoid pairing conflicting tones like Sarcastic + Inspirational unless done intentionally.
Writing Style Modifiers
The Writing Style field controls sentence construction, structure, and delivery. It determines whether content reads like a story, a tutorial, a report, or a conversation.
Styles influence format (bullets vs paragraphs), language density (minimalist vs technical), and author presence (conversational vs authority-driven).
Common Writing Styles and Their Use Cases
| Writing Style | Effect on Structure and Delivery |
|---|---|
| Analytical | Breaks down ideas into parts. Uses logic-driven phrasing and transitions. |
| Authority-Driven | Uses confident, expert-like phrasing. May cite sources or facts frequently. |
| Bullet-Based | Prioritizes clarity and scannability. Uses lists to organize ideas. |
| Case Study | Follows a challenge-solution-results format. Often structured with subheadings. |
| Conversational | Informal and direct. Reads like spoken word. Uses short sentences and questions. |
| Direct | Skips buildup. Starts with the point and stays on-message. |
| Educational | Explains step-by-step. Uses definitions, “how to” structures, and gentle pacing. |
| Explainer | Focuses on clarity. Defines terms and uses analogies to explain complex topics. |
| Formal | Structured and high-register. Avoids contractions or slang. |
| Inspirational | Uses elevated phrasing, positive framing, and a strong narrative arc. |
| Journalistic | Factual and inverted-pyramid style. Starts with the lead. Avoids personal tone. |
| Listicle | Numbered format with repeated structure per item. Often 8–40 items per post. |
| Minimalist | Uses fewer adjectives, short sentences, and clean formatting. |
| Narrative / Storytelling | Uses narrative devices like scenes, character moments, and emotional flow. |
| Persuasive | Builds arguments, addresses objections, and drives decisions. |
| Promotional | Uses benefit-driven copy, active CTAs, and positive framing. |
| Scripted | Written for performance or voiceover. Often uses dialogue or line breaks. |
| Structured | Uses headings, bullets, and segment blocks. Easy to scan and organize. |
| Technical | Dense, fact-forward, and exact. Uses industry-specific vocabulary. |
| Tutorial | Step-by-step instructions. Uses numbering, examples, and clear sequence. |
Tip: Combine Storytelling + Educational to teach through narrative.
Combine Persuasive + Bullet-Based for high-converting web copy.
Combining Modifiers Effectively
You can select multiple Tone and Style values to refine your outputs, but try to avoid overcomplication.
Recommended practice:
- Choose 1–2 Tones
- Choose 1–3 Writing Styles
- Pair with clear Structural Preferences and Character fields for added consistency
If you're unsure where to start, duplicate one of the Available Brand Voices and adjust tone or style based on your use case.
Summary
Tone and writing style modifiers are the most immediately visible components of a Brand Voice. They shape sentence structure, emotional resonance, and content usability — and when applied thoughtfully, they create writing that feels coherent, intentional, and human.