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Brand & Voice is where you calibrate Guhan’s personality. Every message it writes references this page. Get it right once → every future draft is on-brand.

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The five tiles

The Brand & Voice page organizes your settings into five tiles:

Brand

Industry, company one-liner, target customer.

Voice

Tone, language, phrases you always/never use.

Competitors

Who you compete with — used for competitor-signal Watchlist Agents + to avoid contacting their employees.

Templates

Saved message templates you can drop into any sequence step.

Products

What you sell — each product is a first-class record you can pick per Outreach Agent.

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Brand tab

Fields:
  • Industry — pick from LinkedIn’s taxonomy (the same one your prospects’ companies use)
  • Company description & value proposition — 2-3 sentences explaining what you do
  • Customer pain points — specific problems your customers face; used by the message agent to anchor openers
  • Company website + name — auto-filled from onboarding
The more specific your pain points, the sharper Guhan’s messaging. “Marketing teams struggle to attribute revenue” beats “Marketing has attribution issues.”

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Voice tab

Fields:
  • Preferred tone — Professional / Casual / Friendly / Direct / Playful / Professional-casual
  • Preferred language — English (default), Spanish, French, German, etc.
  • Always include — phrases you want in every message (max 3)
  • Never say — banned phrases + words that should never appear (“just wanted to reach out”, “hope this finds you well”, etc.)
Guhan’s message agent respects both lists strictly. If you ban a phrase, it won’t appear even in follow-ups.

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Competitors tab

Add competitor LinkedIn company URLs:
  • Used by the “Engaged with competitor” Watchlist Agent signal — finds people who liked/commented on competitor posts
  • Used to auto-exclude competitor employees from your Watchlist Agent sweeps
Each competitor row lets you add a short pivot note — how you position against them (“We’re the affordable alternative”, “We integrate better”). The message agent uses this to differentiate in outreach.

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Templates tab

Message templates are pre-written briefs you can pick when configuring a sequence step. Guhan ships 10 defaults:
  • Cold connect · no pitch (LinkedIn invite)
  • First message after connect · deliver value (DM / email)
  • Signal hook — funding raise (DM / email / WhatsApp)
  • Signal hook — hiring (DM / email / WhatsApp)
  • Signal hook — post engagement (DM only)
  • Follow-up · new value (Day 7) (DM / email / WhatsApp)
  • Channel shift · 10-min call ask (DM / email / WhatsApp)
  • Break-up · graceful close (DM / email / WhatsApp)
  • First email · async version (email only)
  • Substantive post comment (LinkedIn post comment only)
You can clone any template + customize it, then use the cloned version in sequences. You can also create templates from scratch.
Templates aren’t blast text. They’re briefs Guhan uses to draft per-prospect messages. So the same template produces different actual wording per person.

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Products tab

Every workspace can have multiple products. Each product has:
  • Name + short description
  • Value props — bullet points of what makes it valuable
  • Ideal use cases — when it’s the right fit
  • Pricing — optional; used for pricing-forward messaging
When you create an Outreach Agent, you pick which product it’s selling. The message agent uses the product’s value props + use cases to write messages. Multiple products = multiple Outreach Agents, one per product.

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Saving and using

Every change on Brand & Voice takes effect on the next message drafted. In-flight drafts (queued in the last hour or so) may use the old settings — new sequences from that moment forward use the new settings.
Changing your tone or banned-phrases list mid-campaign will make messages feel inconsistent to prospects who’ve received earlier messages. Best practice: change it once, at setup, and keep it stable.

Personalization

How Brand & Voice feeds the message agent.

Write message templates

Deep-dive into templates.