# Set the tone and voice Erlin writes in > Tone & Voice is how Erlin sounds when it writes for you: your voice words, do's and don'ts, personality, reading level and word choice. Brand, Tone & Voice: voice words and reading level Use **Tone & Voice** to describe how your business should sound. Clear guidance helps Erlin produce drafts that fit the audience and the task. Voice guidance concerns expression. Keep product facts and service requirements in [Knowledge](https://www.erlin.ai/docs/brand/knowledge). ## 1. Set the broad voice Open **Brand > Tone & Voice**. Review **Voice** and add words that describe the intended style. Choose traits that can guide a sentence, such as direct, warm or precise. Review **Reading level** and **Speak as** where shown. The right choice depends on the audience and whose perspective the writing represents. ## 2. Explain what the traits mean Use **Do** and **Don't** for practical instructions. “Explain a technical term when it first appears” is clearer than “Be accessible.” Avoid contradicting one rule with another. Review **Personality**, **Tone scale**, **Key messages**, **Calls to action** and **Word choice** for more detail. Under **Word choice**, distinguish **Use**, **Focus on** and **Avoid**. ## 3. Show the difference with examples Use **Example rewrites** to show a sentence before and after the intended change. Choose examples that explain the rule without introducing an unsupported fact. Rewrites and channel samples are free, and Erlin allows 20 of them per hour per brand, rewrites and samples combined. Tone & Voice: example rewrites, before and after ## 4. Save and test the guidance Save the changes, then review a new draft or passage. Check whether it sounds appropriate while preserving factual meaning. A friendlier tone should not remove an important limitation. Add [voice examples](https://www.erlin.ai/docs/brand/examples) for longer reference passages and use [Writing rules](https://www.erlin.ai/docs/brand/writing-rules) for specific recurring requirements.