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Brand voice controls how generated content sounds, and in Notra it lives in Brand Identity. Every generation path, including the Create Content wizard, schedules, event triggers and GEO Write, picks one identity and writes with it.

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What is a brand identity?

A brand identity is a named profile. A workspace starts with one called Default, which Notra creates from the website you entered during onboarding, and you can add more, for example Marketing, Technical or Internal. Each identity stores:
  • Company name is your product or company name.
  • Website is the site Notra analyzes for the profile, sitemap and guidelines.
  • Description says what you build and why it matters.
  • Tone profile is Conversational, Professional, Casual or Formal.
  • Custom tone notes are free-text guidance layered on top of the profile.
  • Language is the language content is written in.
  • Custom instructions are rules the writer must follow.
  • Who are you writing for? describes your target audience.
The Brand Identity page has four tabs: Company Info (the fields above), References, Sitemap and Brand Guidelines.

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How Notra learns your brand

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Automated analysis

When you add a website, Notra runs a three-step analysis and fills in Company Info for you:
1

Scraping

Notra fetches your homepage and key pages and extracts the main content.
2

Extracting

An AI model reads the content and identifies your company name, description, tone, style patterns and the audience your messaging speaks to.
3

Saving

Notra writes the results into the identity, and you can review and adjust any field afterwards.
During onboarding this runs in the background right after you create the workspace. You can re-run it on the Brand Identity page whenever your site changes, and adding a new identity with a website also runs it for that identity.

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Manual configuration

Every field is editable. Changes save a moment after you stop typing, and a toast confirms the update.

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References

The References tab holds real posts and writing samples, for example tweets, that help the AI match your style beyond what a tone profile can express. Add a few pieces you are proud of, keeping in mind that the number of references included depends on your plan.

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Sitemap and brand guidelines

The Sitemap tab tracks your indexed pages and monitors site health for AI discovery, and GEO Write uses it to pick internal links for new articles. The Brand Guidelines tab pulls logos, colors, typography and landing page screenshots from your website. You generate them once, refresh them when your design changes and can edit individual entries.

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Tone profiles

Each tone profile selects a different prompt template for every format.

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Conversational

Best for developer tools, startups and open source projects.
  • Warm and authentic
  • Direct address (“we” and “you”)
  • Clear and specific without being dry
  • Founder-to-community feel
Example:
We’ve shipped some meaningful improvements this week. The new cache component support catches unsupported auth calls early and provides clear migration guidance. Email verification flows now support secure link completion with proper error handling for expired links.

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Professional

Best for enterprise products, B2B SaaS and corporate communications.
  • Clear and confident
  • Polished without being stiff
  • Focus on business value
Example:
This release delivers significant enhancements to the platform. New cache component validation ensures proper auth implementation with actionable error guidance. Email verification workflows now include comprehensive link-based completion flows.

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Casual

Best for consumer apps, community-driven products and creative tools.
  • Friendly and approachable
  • Relaxed language
  • Enthusiasm visible
Example:
Hey folks! We’ve been busy this week. The cache system is now way smarter about catching auth issues before they become problems. Plus, email verification links actually work the way you’d expect, nice and reliable.

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Formal

Best for finance, healthcare, compliance-heavy industries and academic tools.
  • Precise and structured
  • Traditional language
  • Complete sentences
  • Conservative terminology
Example:
The engineering team has completed several deliverables for this release cycle. Runtime validation capabilities have been enhanced to detect unsupported authentication patterns in cached contexts. Email-based verification procedures have been implemented with comprehensive error state handling.
Custom tone notes refine the profile without replacing it. “Technical but enthusiastic about developer experience” on top of Conversational works better than trying to describe the whole voice from scratch.

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Language

The Language field tells the writer which language to produce. The rule is strict, so the writer produces the final text primarily in that language and uses English only for terms the language commonly borrows, such as technical terms and product names. This applies even when your custom instructions and references are in English.

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Target audience

Who are you writing for? changes both filtering and formatting.

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Developer audience

When the audience is developers, engineers or technical teams:
  • Every referenced change links to its pull request when one is available.
  • The writer uses proper technical terms without over-explaining.
  • Implementation details such as APIs, components and architectural changes are fair game.
  • The writer credits contributors with their GitHub handle.
Example:
Cache component support with actionable error guidance #423 - Runtime guardrails now catch unsupported auth calls in cached contexts and provide clear migration guidance with the correct usage pattern. (Author: @alex)

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Non-developer audience

When the audience is customers, end users or stakeholders:
  • No PR numbers or links appear anywhere in the output.
  • Plain language explains what changed in terms of benefits.
  • The text focuses on outcomes, meaning what users can now do.
  • Author attribution is still included.
Example:
Improved error messages: When you use authentication features incorrectly, you’ll now see helpful guidance on how to fix it. (Author: @alex)
The audience also decides what gets filtered out. For a customer audience, Notra drops a change that only matters to engineers instead of translating it into vague copy.

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Custom instructions

Custom instructions add rules beyond the tone profile:
Be specific, because “Use simple language” is vague while “Explain technical concepts using analogies from everyday life” gives the writer a rule it can follow.

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How brand voice is applied

When Notra generates content, it formats the identity into structured tags and places them in the prompt:
Two rules travel with these tags:
  1. <company> is the publishing identity. Sources are evidence only, so a repository, workspace or team with a different name never causes the writer to hesitate or attribute the work elsewhere.
  2. If <language> is present, the writer produces the final text in that language.
The tone-specific system prompt for the chosen format wraps all of this, and any skills you enabled on the Skills page, such as the human-writer skill, run on the result.

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Multiple identities

Use separate identities when one voice does not fit every channel:
  • Marketing for blog posts and LinkedIn, Conversational, customer audience
  • Technical for changelogs, Professional, developer audience
  • Internal for team updates, Casual
The Create Content wizard, schedules, event triggers and GEO Write each let you pick the identity for that run. One identity is the default, and Notra uses it when you select nothing else.

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Consistency

A changelog and the tweet announcing it come from the same identity, and scheduled, event-triggered and manual runs all use the same rules. Changelogs always use the sections Summary, Highlights and More Updates, with categories in a fixed priority order. Quality controls:
  • Summaries target 120 to 180 words
  • No made-up PR numbers or commit details
  • Runs with nothing audience-relevant are skipped instead of padded

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Examples across tones

Here is the same feature in four tones: The feature is new GitHub webhook verification for enhanced security.
We’ve added webhook signature verification to make sure incoming GitHub events are actually from GitHub. If a webhook fails verification, we’ll reject it and log the attempt. This prevents potential security issues from forged webhook payloads.
GitHub webhook signature verification has been implemented to ensure all incoming events are cryptographically authenticated. Invalid signatures are rejected with appropriate logging, preventing unauthorized webhook delivery attempts.
Your webhooks just got a lot more secure! We’re now checking signatures on every GitHub event to make sure it’s legit. Sketchy requests get blocked at the door.
Cryptographic signature validation has been implemented for all GitHub webhook payloads. The system verifies request authenticity prior to processing and maintains audit logs of verification failures in accordance with security best practices.

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Updating your brand voice

Update an identity whenever you rebrand, your audience shifts or you want to try a different tone. Future runs use the new settings, while existing drafts keep the voice they were generated with.
After changing an identity, generate one post from the Create Content wizard to check the result before your schedules run with it.

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Best practices

Tone. Match your existing marketing and documentation, and change it rarely. Fintech tends toward Formal, while developer tools tend toward Conversational. Custom instructions. Start small and add rules as you notice yourself making the same manual edit twice, and keep them about style rather than content. Audience. Be specific, because “Senior engineering leaders at enterprise companies” beats “technical people”, and it decides whether PR links appear. References. Add real posts, because three good samples do more for style than a paragraph of description.

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Troubleshooting voice issues

Too technical or not technical enough. Adjust the audience description first, then add a custom instruction about detail level. Wrong tone. Check the profile, then make sure custom tone notes and custom instructions do not contradict it. Wrong language. Set the Language field, because instructions written in English do not switch the output language. Inconsistent style across posts. Make sure every schedule and trigger points at the same identity and that the identity has all fields filled in.
Last modified on October 8, 2026