Brand Voice
Define your brand's personality, tone, and communication style.
Brand voice is how your brand speaks and writes. It's the personality that comes through in every caption, blog post, and response. Consistent voice makes your brand recognizable even without visual elements.
Brand Details
The Brand Details section captures your brand's core identity in a way that informs all content creation.
Brand Description
Write a concise description of what your brand does and stands for. This summary helps team members understand the brand's essence and informs AI content generation.
What to include:
- What your brand does
- Who you serve
- What makes you different
- Your core value proposition
Voice and Tone
Define how your brand communicates:
| Aspect | Questions to Answer |
|---|---|
| Tone | Formal or casual? Serious or playful? |
| Personality | If your brand were a person, how would they speak? |
| Attitude | Confident? Humble? Enthusiastic? Calm? |
| Language level | Technical or accessible? Simple or sophisticated? |
Example descriptions:
- "Friendly and approachable, like a knowledgeable neighbor giving advice"
- "Professional but warm, expertise without condescension"
- "Energetic and motivating, like a supportive coach"
Target Audience
Describe who your content is for. This helps ensure all content resonates with the right people.
Include:
- Demographics (age, location, role)
- Psychographics (interests, values, pain points)
- What they're looking for from your brand
- How they prefer to be addressed
Research & Generate
Click Research & Generate to have AI analyze your uploaded brand guides and existing content to suggest brand details. Review and refine the suggestions to match your brand accurately.
Content Pillars
Content pillars are the main themes that structure your content strategy. They ensure variety while maintaining focus on topics that matter to your audience and brand.
Setting Up Pillars
- Enter a Pillar Name — A clear, concise label
- Add a Pillar Description — What content falls under this theme
- Click Add Content Pillar for additional pillars
Example Content Pillars
| Pillar | Description |
|---|---|
| Educational | Tips, how-tos, industry insights |
| Behind the Scenes | Team culture, process, company news |
| Customer Stories | Testimonials, case studies, success stories |
| Product/Service | Features, benefits, use cases |
| Community | User-generated content, engagement, events |
AI Generate Pillars
Click AI Generate Pillars to have AI suggest content pillars based on your brand details and industry. This is a starting point — customize the suggestions to match your specific strategy.
Using Content Pillars
Content pillars help with:
- Planning — Ensure your content calendar covers all pillars
- Balance — Avoid over-indexing on one theme
- AI Generation — Luna uses pillars to suggest varied content ideas
Restrictions
Define what your brand should avoid in communication. These guardrails prevent off-brand content and protect your brand reputation.
Words and Phrases to Avoid
Add specific terms your brand doesn't use:
Examples:
- Competitor names
- Industry jargon your audience doesn't know
- Slang that doesn't fit your tone
- Words with negative associations in your industry
Communication Don'ts
Beyond specific words, note broader restrictions:
- Topics to avoid (politics, controversy)
- Tone pitfalls (too salesy, too casual)
- Claims you can't make (unverified statistics, guarantees)
- Formatting rules (no all-caps, no excessive emojis)
Luna AI uses these voice settings when generating captions, blog ideas, and content suggestions. Be specific — "friendly like a helpful neighbor" is more actionable than just "friendly." Test with Luna to verify the output matches your expectations.