Actions and AI

Tone of voice and brand book

Click Manage, choose the business and open Tone of voice. The tone of voice applies per business. If you manage several businesses, set it for each one.

Updated: 2026-09-17

1. Where to set it

Click Manage, choose the business and open Tone of voice. The tone of voice applies per business. If you manage several businesses, set it for each one.

2. The fields

  • Language of your content: Dutch or English. Blogs, ads, alt text, meta texts and social posts are written in this language. A new business gets the language you signed up in.
  • Target audience: who you write for. Be concrete, for example "business owners with a webshop".
  • Tone: how you sound, for example "upbeat and personal, informal".
  • What Metri must not use: words, claims or styles to avoid, for example "jargon, formal address, exclamation marks". Separate items with a comma.
  • Call to action in blogs: where a blog should lead readers, for example "See the range at /products". Leave it empty and Metri derives it from the revenue model: a webshop leads to the range, a lead business to contact or a quote.

Click Save changes when you are done.

3. Import a brand book

With a brand book or style guide, Metri can read it and fill in the fields for you.

  1. Under Upload brand book, choose a file: PDF, .txt or .md, up to 20 MB.
  2. Wait while Metri reads the document.
  3. Check the suggested text in Target audience, Tone and What Metri must not use, and adjust where needed.
  4. Click Save changes. Nothing is saved before that.

Good to know:

  • The suggestions are written in the language of your dashboard, also when the brand book is in another language.
  • Metri only uses what is in the document. What isn't in it stays empty, and the message lists what was not found.
  • If a field is not found, your current text in that field stays.
  • Key points from the document, such as core values or the brand promise, are shown below the upload. They are not saved automatically. Copy them into a field if you want to use them.
  • Call to action in blogs is not filled in from the brand book.
  • Importing a brand book uses no credits.

4. Which features use it

Feature Target audience Tone Must not use Call to action
Write a blog Yes Yes Yes Yes
Write an ad Yes Yes Yes Yes
Alt text Yes Yes Yes No
Social posting from a blog Yes Yes Yes No
AI suggestions for title & meta (Audit) Yes Yes No No
Clusters, customer journey, Keywords for a stage and Where to link from? (SEO) Yes No No No

These features do not use the tone of voice:

  • To-dos and the Monthly report.
  • Newsletters on the Email tab: Compose a newsletter follows the structure and tone of your own recent newsletters.
  • Metri in the chat window.

5. Tips

  • Be specific. "Friendly but expert, no jargon" works better than "professional".
  • Fill in What Metri must not use with concrete words and claims, such as "cheapest" or "guaranteed".
  • If a text does not sound right, refine the tone of voice and generate the text again.