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Voice & Brand — how the AI writes for you on social

Every restaurant has a voice. The way the chef talks about a dish over the pass, the way the host welcomes a regular, the way Sunday-night service feels — those choices are what makes the place yours. The system already knows how to sound like you on the public menu. The Voice & Brand page is where you teach it to sound like you on social media too.

What it does

When the system writes a public menu description for a dish, it borrows your house voice from the About your venue page. That same voice is the source of truth for everything the AI says about you — menu copy, recipes, and now social posts. You only describe your venue once, in one place.

But social posts have a few habits of their own that the public menu doesn’t care about. Whether you sprinkle emoji or never use them. Whether your hashtags go inline (“…tonight at the bar #aperitivo”) or trailing in a block at the bottom of the caption. Whether you write Thai first then English, or English only. Whether you close every post with the same little sign-off (“Order on the link in bio”) or vary it.

The Voice & Brand page is where you set those social-specific habits — a thin overlay sitting on top of the narrative the system already has. Three to five adjectives for tone. A handful of “Do” rules. A handful of “Don’t” rules. The closing phrases you like. The hashtag bundles you rotate through (the system keeps track and avoids reusing the same block twice in a row — Instagram penalises that). Plus an optional list of past captions you paste in: the system reads them as examples of how your venue actually writes, and matches the rhythm without copying the words.

On first visit, the page is already filled in — pulled from your venue’s archetype, name, primary language, and the delivery platforms you’ve linked. You don’t start at a blank form. You start at a sensible guess and tune it.

The rule

Write your narrative voice once at About your venue. Tune your social habits at Voice & Brand. Every post the system drafts pulls from both — automatically.

How to use it

Open Growth → Voice & Brand. The page opens to a soft purple banner that says Auto-filled from your venue if you haven’t saved anything yet — that’s the system telling you these are starting defaults, not the finished thing.

Just below the banner is a card titled Shared venue voice. This is a read-only preview of the rich narrative you’ve written on About your venue — your philosophy, the chef bio, your sourcing story. If you haven’t written it yet, the card shows a Write your venue voice button that takes you straight to the right page. Spend ten minutes there before tuning the rest — it’s the highest-leverage thing you can do for every AI feature, not just social.

Below the shared voice card, you’ll find your sticky save bar — Reset to defaults on the left, Save on the right. Edits track live; the bar tells you whether you’re “Up to date”, have “Unsaved changes”, or just saved.

The rest of the page is the social overlay, top to bottom:

  • Tagline. A one-line hook the system can re-use in hero images and bios.
  • Tone. Three to five adjectives describing how your venue sounds. warm, playful, rustic, precise. These become the headline of every prompt the AI sees.
  • Do and Don’t — two parallel columns. Things the AI must always do (mention the dish by name, match the venue’s mood) and things it must never do (promise discounts that aren’t confirmed, name suppliers without permission). These become hard guardrails.
  • Signature phrases. Stock sign-offs the AI rotates through so every post doesn’t end identically. “See you Saturday at iO.” “Order on the link in bio.”
  • Hashtag bundles. Labelled sets of tags you like to use together — “Italian dinner”, “Drinks”, “Brunch”. The system rotates by least-recently-used to keep the feed clean.
  • Caption style. Emoji habit (none, sparing, frequent), max caption length, language order (Thai first then English vs English only), hashtag placement (trailing block vs inline within the prose).
  • Sample captions. Paste in up to twenty of your favourite past captions. The system reads them as examples of how you actually write — the rhythm, the sentence length, the way you open. It won’t copy them; it’ll match the feel.

You can hit Save at any time. The first save converts the auto-filled defaults into a real saved profile; from then on, the system uses your edits.

If you ever want to start over, Reset to defaults rolls everything back to the auto-seed. Useful when you’ve fiddled too much and want a clean slate.

Worked example

Marco runs iO Osteria on Sukhumvit 31. He’s been posting irregularly — the brunch shots look great but his captions read like five different people wrote them. He opens Growth → Voice & Brand for the first time.

The banner at the top tells him the page is auto-filled. He scrolls down. The Shared venue voice card is empty — he hasn’t written the About page yet, so the card shows a single CTA: Write your venue voice. He clicks it, lands on the About page, and spends fifteen minutes writing four paragraphs: his philosophy (cucina povera, southern Italian), how he talks about food (guanciale, not pancetta — they always keep Italian names), his sourcing principles, and his bio. He saves and clicks back to Voice & Brand.

Now the Shared venue voice card shows a preview of that narrative. He doesn’t need to retype any of it — the system reads it whenever it writes for him.

Below, he tunes the social overlay. The Tone section already says warm, rustic, generous — accurate, he leaves it. He scrolls to Don’t and adds: “Never use ‘foodie’. We don’t talk like that.” In Signature phrases, the auto-fill has See you at iO Osteria — Sukhumvit 31 and Order on Uber Eats — link in bio. He adds: Tonight at iO 🍷. In Caption style he flips emoji from sparing to frequent — they’re a wine bar; emoji fits.

He pastes three of his favourite past captions into Sample captions — the one from the truffle pizza launch, the one from Valentine’s Day, the one from when they got the new Sicilian arancini. Save.

Next time he opens the Composer, the post the system drafts opens with a hook he could have written himself, closes with one of his three sign-offs, uses emoji at his cadence, and reads like Marco — not like a marketing intern.

  • About your venue — the shared narrative voice this page sits on top of. Edit it once; every AI feature reads it.
  • Composer — where you actually draft posts using the voice you set up here.
  • Photo Studio — how to generate the imagery that pairs with your posts.