---
title: "Configure Brand Assistant writing style"
slug: "configure-brand-assistant-writing-style"
abstract: "Personalize how the Brand Assistant generates responses by selecting a writing style that matches your brand voice and audience expectations."
---
# Configure Brand Assistant writing style

The Brand Assistant in SitecoreAI allows you to control how responses are generated by selecting a predefined writing style or creating a custom one. This gives you control over the tone, voice, and overall communication approach of AI-generated content based on what you need in the moment.

Users can choose from five predefined styles: *Formal*, *Casual*, *Bold*, *Informative*, or *Friendly*, or create a custom style tailored to their needs. You can switch styles at any time to adapt responses for different chats, audiences, or contexts.

This setting is separate from the [brand kit's tone of voice](https://doc.sitecore.com/sai/en/users/sitecoreai/design-components/brand-kits/brand-kits.html "Brand kits"). While the tone of voice provides centralized, organization-wide guidance, writing styles offer flexible, conversation-level control over how responses are delivered.

> [!important]
> -   The style you select here is applied globally across all chats and brand kits.
>
> -   When generating responses, the Brand Assistant considers both this style and the brand kit's tone of voice, but prioritizes the selected style if they conflict.

To configure the Brand Assistant writing style:

1. In the navigation menu, click **Strategy**. Then, in the left sidebar, select **Assistant**.
2. In the top-left corner of the chat interface, click **Tool configuration** :mdiTuneVariant:.

    The **Assistant configuration** dialog opens with options to customize how the Brand Assistant generates responses.

3. On the **Personalization** tab, do one of the following:

    ![Use the Personalization tab on the Assistant Configuration dialog to select a writing style](https://doc.sitecore.com/api/markdown-image/sai/en/users/sitecoreai/images/AssitantConfigPersonalize.png)

    - **Select a predefined writing style** - on the **Saved styles** tab, select one of the following options:
        - **Formal** - professional, structured, and authoritative communication.
        - **Casual** - relaxed and conversational language that builds rapport.
        - **Bold** - confident, assertive, and action-oriented messaging.
        - **Informative** - clear and detailed explanations focused on knowledge sharing.
        - **Friendly** - warm and approachable communication that emphasizes connection.
    - **Create a custom writing style** - on the **Add a style** tab, provide the following information:
        - In the **Label** field, enter a descriptive name for how the AI should generate responses (for example, *Tech-Forward*, *Storytelling*, or *Minimalist*).
        - In the **Description** field, describe the writing characteristics you want the Brand Assistant to follow, such as:
            - Tone and personality (for example, *witty*, *serious*, *enthusiastic*)
            - Vocabulary preferences (for example, *simple language*, *technical terms*)
            - Structure and format (for example, *bullet points*, *narrative*, *conversational*)
            - Specific phrases or expressions to use or avoid if any.
        - Click **Add style** to save your custom style. Your new style appears under the **Made by you** section on the **Saved styles** tab.
        - Select it to enable Brand Assistant to use it.
4. Click **Close** to exit the **Assistant configuration** dialog.