What is Brand Voice and how does Refari use it?

Created by Aaron Refari, Modified on Sat, 6 Jun at 6:51 AM by Aaron Refari

This article explains what Brand Voice is in Refari, how Refari builds one for your company, and where it shapes the content our AI creates for you.

What is Brand Voice?

Every company has its own way of writing. Some are warm and conversational, others are polished and formal. Brand Voice is how Refari captures that style, so anything our AI writes for you sounds like your company rather than generic, off-the-shelf text.

Refari describes your voice across six areas, made up of 18 individual traits. Each trait is scored from low to high (on a scale of 1 to 10), and together those scores form your company's brand voice profile.

Area	What it captures
Tone	Formality, friendliness, optimism, humour, and use of emojis.
Language style	Complexity, use of jargon, and how often you write in the active voice.
Emotional appeal	Overall sentiment, empathy, and sense of urgency.
Thematic elements	Consistency of message and how tightly you stay on subject.
Content structure	Length, pacing, and use of headings and hierarchy.
Personalisation	How you address the reader and your use of calls to action.

For every trait, Refari knows what each end of the scale looks like. A low formality score, for example, means casual and conversational, while a high one means polished and professional. By placing your company along each of these scales, Refari builds a detailed picture of how you like to communicate.

How Refari builds your Brand Voice

There is nothing to set up. When AI is enabled on your account, Refari automatically creates a default brand voice for your company. It does this by reading a sample of your most popular job adverts and working out where your writing sits on each trait.

Because your brand voice is built from content you have already published, it reflects how your company actually communicates today. Each company has one brand voice profile that Refari's AI then draws on.

Note: Brand Voice is only created when AI features are enabled on your account. If AI is switched off, no brand voice is built and our AI writing tools are unavailable.

Idea: The clearer and more consistent your existing job adverts are, the more accurately Refari can capture your voice. Well-written, on-brand adverts give the AI the best possible starting point.

Where Brand Voice is used

Whenever Refari's AI creates content for you, it works from your brand voice, so the result sounds like your company rather than generic AI text. This applies across the content Refari writes on your behalf, including:

Candidate Adverts written from a CV.
Job and candidate advert summaries.
Social media posts created with Socialise AI.
The emails Refari sends for you, such as job alerts and talent alerts.
Copy you refine with our AI editing tools.

Because the same brand voice profile sits behind all of these, your tone stays consistent everywhere Refari writes for you.

Final Notes

Brand Voice works quietly in the background. There is nothing to switch on, maintain, or update yourself. If you ever feel that AI-generated content does not sound like your company, get in touch with our support team and we will take a look.

Other articles you might be interested in:  How to create a Candidate Advert using AI (Beta Mode)  |  Allocating AI Budget