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Brand & Voice is where you brief Guhan on your business. Your tone, what you sell, who your competitors are, what to never say, what customer pain you solve. Every message Guhan writes downstream reads from these fields.
This is the single biggest quality lever. Guhan is an AI SDR — its message quality is a direct function of the business context you give it here. Rich context (real pain points, real competitor positioning, real value propositions with case studies) produces messages that read as if someone who understands the customer’s problem wrote them. Thin context produces generic peer register. Founders who invest 30 minutes on Brand & Voice see meaningfully higher first-touch reply rates.
Find it in the sidebar under Library. Set it once, forget it — every future draft picks it up.

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What lives here

Five tabs organized as tiles:

Brand

Industry · Company description & value proposition · Customer pain points.

Voice

Preferred tone · Preferred language · Always-include phrases · Never-say phrases.

Competitors

LinkedIn URLs of competitors · Positioning notes per competitor.

Templates

Reusable message briefs you can pick when configuring sequence steps.

Products

Everything you sell — each product carries value props + ideal use cases.

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Why this matters

The message agent that writes every outbound message pulls from Brand & Voice on every call:
  • Tone + language control HOW the message sounds
  • Always-include / never-say enforce specific phrases in or out
  • Industry + pain points + value prop give the message its subject-matter grounding
  • Product context anchors the pitch to what you sell
  • Competitor positioning shapes how Guhan differentiates when responding to a competitor-related reply
Change any of these and every future draft matches. Nothing here is locked.

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When to update Brand & Voice

  • After onboarding — the wizard pre-fills; refine anything that doesn’t sound like you
  • After the first 20 messages — read what Guhan sent; if messages feel off, tune the voice
  • When launching a new product line — add a new Product record + set up a dedicated Campaign for it
  • When entering a new market — adjust customer pain points to match the new segment’s language

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What NOT to put here

  • ❌ Prospect-specific info — that goes on individual prospect notes
  • ❌ One-off campaign messaging — use a message template instead
  • ❌ Rules that change per prospect — use sequence Branch nodes
Brand & Voice is workspace-wide — everything here applies to every Campaign’s every message.

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The Templates tab

Message templates are pre-written briefs you pick from when configuring a sequence step:
  • 10 defaults ship with every workspace (cold connect, signal hooks, follow-ups, break-ups, etc.)
  • Clone any default to customize
  • Templates work across multiple channels (one template can be a LinkedIn DM, an email, and a WhatsApp message)
  • Templates aren’t blast text — Guhan personalizes per prospect
See Write message templates for the deep dive.

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The Products tab

Each product record holds:
  • Name + short description
  • Value props (bulleted)
  • Ideal use cases
  • Optional pricing
When you create an Campaign, you pick which Product it’s pitching. Multiple products = multiple Campaigns.

Set up Brand & Voice

Step-by-step configuration walkthrough.

Personalization

How the message agent uses Brand & Voice at draft time.