Brand voice
The briefing every article is written to: your name and product, who it's for, tone, point of view, search market and language, byline, call to action, and the words it must never use.
Brand voice is the briefing every article is written to. It's on Publishing → Brand voice.
You don't start from a blank form. When you add your website, Seovyn reads it and fills brand voice in for you, marked Auto-detected. Edit anything and it's yours from then on: Seovyn never overwrites what you've written.
The fields
| Field | What it does |
|---|---|
| Brand name | How articles refer to you |
| Product one-liner | What you do, in a sentence, so the writer positions it correctly. For example "Email infrastructure developers actually like" |
| Audience | Who articles are for. It sets the level of detail and the examples, and Seovyn judges every topic against it |
| Tone | One of four, below |
| Point of view | We (the company's voice), I (a personal voice) or Neutral (no first person) |
| Search market | The country keywords are researched in: search volumes, Google results and competitors all come from there |
| Language | The language articles are written in, as a two-letter code such as en, de or es |
| Author byline | The author shown on published articles |
| CTA text and CTA URL | The call to action each article closes with, for example "Start sending in minutes" |
| Banned phrases | Comma-separated phrases the writer will never use |
| Must mention | Comma-separated things worked naturally into every article, for example "free tier, SOC 2" |
The four tones
| Tone | Sounds like |
|---|---|
| Practical | Clear steps, straight to the point |
| Authoritative | Confident and expert |
| Friendly | Warm and conversational |
| Technical | Precise, for specialists |
Why it matters beyond style
Brand voice isn't only how articles sound:
- It decides what's written. Before researching anything, Seovyn checks that each topic would reach the audience you describe. A vague audience lets off-target topics through; a precise one stops them. See How topics are chosen.
- It decides where Seovyn looks. The search market and language set which country's Google results, search volumes and competitors are studied.
- It runs your hosted site. On a Seovyn-hosted site, your brand name and description appear on the home page.
Tips
- Be specific about the audience. "Backend developers at early-stage startups" writes a better article, and filters topics better, than "developers".
- Use banned phrases for what you've learned to dislike: "game-changer, revolutionize, in today's fast-paced world".
- Set a real byline. A named author is a trust signal for readers and search engines.
- Change the call to action per season, not per article. One clear next step beats several.
Changing it later
Changes apply to articles written from then on; articles already published aren't rewritten. If a draft doesn't sound right, reject it with the reason off-brand, and adjust the field that caused it.