In your Article Settings, you can change the Tone of Voice.
Think of it as “from whose perspective is the article written”. You have the following options:
- Second Person (You, Your, Yours)
- First Person Singular (I, Me, My, Mine)
- First Person Plural (We, Us, Our)
- Third Person (He, She, It, They)
- Professional: Aims for objectivity, typically avoiding personal pronouns
Intended Audience
With the Intended Audience feature, you can match the tone of the article with your brand’s tone. This feature is designed to cater to the 12 Brand Archetypes, allowing our engine to generate text that will resonate more deeply with your specific target audience.
- The Magician: Brands that position themselves as magicians are seen as visionary and spiritual. They make dreams come true and create something special from ordinary things. Examples include Disney and Apple.
- The Outlaw: Also known as the Rebel, these brands represent liberation and revolution. They challenge the status quo and advocate disruptive innovation. Harley Davidson and Virgin are classic examples.
- The Hero: Hero brands are all about mastery, courage, and great strength. They aim to improve the world and inspire others to do the same. Nike is a classic hero brand.
- The Lover: These brands are all about intimacy, passion, and relationships. They often appeal to people’s desires and aspirations. Victoria’s Secret and Hallmark fall into this category.
- The Jester: Also known as the Joker, these brands are about fun, irreverence, and living in the moment. They aim to bring joy to people’s lives. Examples include Ben & Jerry’s and Old Spice.
- The Everyman: Also known as the Regular Guy/Girl, these brands are about belonging, being a part of the community, and connecting with others. Brands that fit this archetype include Ikea and Levi’s.
- The Caregiver: These brands are all about service, care, and altruism. They seek to help and protect others. Johnson & Johnson and UNICEF are examples.
- The Ruler: Ruler brands represent power, control, and leadership. They are often luxury brands that people aspire to. Examples include Rolex and Mercedes-Benz.
- The Creator: These brands are about innovation, imagination, and creativity. They encourage self-expression and aim to create enduring value. Lego and Canon are examples.
- The Innocent: Innocent brands represent simplicity, purity, and nostalgia. They aim to recreate paradise and evoke childhood memories. Coca-Cola and Dove are classic examples.
- The Sage: Sage brands are about wisdom, truth, and intelligence. They seek to understand the world and provide insights. Google and The New York Times fall into this category.
- The Explorer: Lastly, explorer brands represent freedom, adventure, and discovering new frontiers. They encourage people to experience more of the world. The North Face and Jeep are examples.
Read more in our post about The 12 Brand Archetypes.