Your Brand profile holds the core facts about your brand and the tone of voice it speaks in. Your AI agents use it in every customer conversation, and Cowork uses it when it creates campaigns, flows and message templates for you. Set it up once, and everything starts on-brand.
Why it matters:
Without a Brand profile, AI-generated messages fall back to a generic, neutral style. A few minutes here makes a clear difference in how your messages read.
Where to find it
Go to Settings → Brand.
Tab | What you set here |
Brand profile | The facts: your AI's name, brand name, industry, website and company description |
Tone & Brand Voice | The style: language, formality, emojis, tone, message length, words to avoid and your fallback message |
Each tab has its own Save button in the top right. Save each tab before you switch to the other.
Quick setup: let Cowork fill it in for you
You don't have to fill in every field by hand. Cowork can set up your Brand profile and Tone & Brand Voice for you. All you need to give it is your website URL.
Open Cowork.
Ask it to set up your brand, and include your website URL. For example: "Set up our brand profile and tone of voice based on https://c-fashion.com".
Cowork reads your website and suggests values for each field, such as your company description, industry and tone.
Review the suggestions and confirm them.
Open Settings → Brand to check the result, and adjust anything you'd like to fine-tune.
Tip: Cowork gives you a strong starting point. Always review the result, especially your AI's name, the 'Unable to help' message and any banned words, since these depend on your own preferences.
Prefer to set it up yourself? The sections below explain every field.
Brand profile tab
These details give your AI the basic context about your brand. Fields marked with a red asterisk (*) are required.
Field | Required | What to enter |
Name your AI | Yes | The name your AI agents use to introduce themselves to contacts on WhatsApp, for example "Lea from C-fashion" |
Name of brand | Yes | Your brand's official name, written exactly as you want contacts to see it |
Industry | No | Pick the closest match from the list. It helps the AI use the right vocabulary |
Website | No | Your main shop or website URL, for example https://c-fashion.com |
Company description | Yes | A short description of your brand, products and services (up to 2,048 characters) |
Writing a good company description
The description is the most important field. Keep it factual and specific. Cover:
What you sell: your main product categories and bestsellers
Who you sell to: your typical customer
What makes you different: for example sustainability, price, quality or origin
Where you operate, meaning markets and languages
Example:
C-fashion is an online fashion platform with a curated selection of clothing and accessories. You'll find shirts, dresses, hats, jewelry and much more, chosen so customers can put together a look without sifting through endless options. Customers shop online, so the assistant helps with finding products, sizing, orders and delivery. C-fashion is for style-conscious online shoppers who want a curated selection instead of endless scrolling.
Tone & Brand Voice tab
This tab defines how your AI agents and AI-written templates sound when they message your contacts.
Language
Setting | Options | What it does |
Primary language | Dropdown | The language your AI writes in by default |
Auto-detect and respond in customer's language | Enabled / Disabled | When enabled, the AI replies in the language the contact writes in. When disabled, it always uses your primary language |
Communication style instructions
A free-text field (up to 1,000 characters) for anything the other settings can't express.
Role and attitude, like "friendly stylist, not a shop assistant".
Habits to repeat, such as suggesting pairings or asking one question at a time.
Small do's and don'ts, such as how to use names.
Example: Sound like a friendly stylist, not a shop assistant. Speak as an equal who knows fashion and enjoys helping people find what suits them, never as someone trying to close a sale. Be confident and give a clear opinion when asked, but never pushy or salesy. Avoid pressure phrases like “don’t miss out” or “buy now”. In service (problems, delivery): be clear and helpful first, with less humor and fewer emojis, and show understanding.
Important: Don't repeat or contradict the settings below here. If your instructions say "use lots of emojis" but Emojis is set to None, replies become unpredictable.
Style settings
Setting | Options | What it does |
Formality | Formal salutation (e.g. "Sie") / Informal salutation (e.g. "Du") | Sets how the AI addresses contacts in languages that have a formal and informal "you", such as German |
Emojis | None / Minimal / Normal / Many | How often the AI uses emojis |
Gender-neutral language | Enabled / Disabled | When enabled, the AI avoids gendered terms when addressing or describing people |
Message length | Short and concise / Normal / Detailed | How long the AI's messages are. On WhatsApp, short messages usually work best |
Tone of voice sliders
Three sliders let you fine-tune your tone. Move each one toward the side that fits your brand:
Slider | Left end | Right end |
Formal ↔ Casual | Polite and professional | Relaxed and friendly |
Serious ↔ Funny | Straightforward, no jokes | Playful, with humour |
Matter-of-fact ↔ Enthusiastic | Calm and neutral | Energetic and excited |
Example: A luxury skincare brand might choose Formal, Serious and Matter-of-fact. A streetwear brand might move all three sliders to the right.
Banned vocabulary
List words your AI should never use, and what it should say instead. This keeps product names, brand terms and sensitive wording consistent.
Click the + button to add a row.
In Word to avoid, enter the word or phrase.
In Say this instead, enter the preferred alternative.
To remove a row, click the trash icon.
Word to avoid | Say this instead |
cheap | affordable |
customer | community member |
problem | question |
'Unable to help' message
This required message is your safety net. When none of your AI agents can answer a contact's question, charles AI sends this message instead (up to 256 characters).
The default is: "Sorry, I didn't understand that could you please rephrase?"
Adjust it to your brand voice and, ideally, give the contact a next step:
Sorry, I can't help with that one. Could you rephrase your question? You can also reach our team at [email protected].
Tips for on-brand messages
Start from your brand guidelines. If you have a brand or tone-of-voice document, use it to choose your settings and write your description.
Let the settings do the work. Use the buttons and sliders for formality, emojis, tone and length. Keep the free-text instructions for extras only.
Avoid conflicts. Contradicting rules (for example "be casual" with Formality set to formal) are the most common reason for replies that feel off.
Keep WhatsApp in mind. Short messages with few emojis usually feel the most natural in a chat.
Test, then refine. After saving, test a few conversations with your AI agent and adjust one setting at a time.
FAQ
Who uses these settings?
Your AI agents on WhatsApp, and charles AI when it writes campaigns, flows and message templates for you.
Do I have to fill in everything?
No. Only Name your AI, Name of brand, Company description and the 'Unable to help' message are required. The more you fill in, the more on-brand the results.
My language isn't in the Primary language list. What can I do?
Contact us through the chat. We add languages on request.
Do changes apply to messages already sent?
No. New settings apply to messages written after you save.
My AI agent still doesn't sound right. What should I check?
Look for conflicting rules between your communication style instructions and the other settings, then test again. If it still feels off, reach out to your Customer Success Manager or to our support team.
Questions? Chat with us using the chat bubble at the bottom right.
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