---
title: "Set your brand voice"
url: "https://pitchghost.com/docs/account/brand"
description: "Describe your brand's voice, tone and messaging once, so every suggested response your Ghosts draft sounds like your company."
---

Your brand description tells your Ghosts how your company sounds, what it says and what it never says. They read it when they draft [suggested responses](/docs/ghosts/suggested-responses), which come with Pro and Expert.

[Business info](/docs/account/business-info) decides which posts become Finds. The brand description decides how the replies to those Finds sound.

## Write your brand description

1.  Open Settings then Brand.
2.  Fill in Brand Description.
3.  Click Save.

The field holds up to 5,000 characters. Owners and admins can edit it.

## Upload a file instead

If your brand guidelines already live in a document, click Upload File. PitchGhost replaces the text in the field with the file’s text, so you can edit it before you save. Text, Markdown, Word, PDF, RTF and OpenDocument files work. A file with more than 5,000 characters of text is rejected.

## What to include

Write it the way you would brief a new hire who answers social posts for you. A payroll software company might cover these four things.

| Topic | Example |
| --- | --- |
| Voice | Friendly, plain and calm. We never make fun of another payroll provider. |
| Key messages | Filings on time, no surprise fees, a real person answers support within a day. |
| How to respond | Lead with empathy for the payroll problem, offer one practical tip, and mention us only when it helps. |
| What to avoid | Hard sales pitches, discount codes in public replies, and legal or tax advice. |