> ## Documentation Index
> Fetch the complete documentation index at: https://docs.useupbeat.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Identity & Voice

> Edit your brand name, positioning, tagline, voice descriptors, and tone guidelines.

The Identity & Voice tab holds everything that defines how your brand shows up — what you stand for, who you're for, and how you sound. Beat references these fields constantly when generating content, so keeping them accurate has a direct impact on output quality.

## What's in Identity & Voice

| Field                     | What it does                                                                                  |
| ------------------------- | --------------------------------------------------------------------------------------------- |
| **Brand name**            | Your business name as it appears in the market                                                |
| **Tagline**               | A short phrase that captures your positioning (optional but useful)                           |
| **Positioning statement** | Who you serve, what you do, and what makes you different — in one tight paragraph             |
| **Value proposition**     | The specific outcome or transformation you deliver to clients                                 |
| **Voice descriptors**     | 3–6 adjectives or short phrases that define your communication style                          |
| **Tone guidelines**       | Nuance on how your tone shifts by context (e.g., "warmer in emails, more direct on LinkedIn") |
| **Banned phrases**        | Words or phrases Beat will never use in your content                                          |

<Note>
  Fonts, colors, and logos live on the **Visual** tab — not Identity & Voice.
</Note>

## How to edit fields

Click directly on any field to edit it inline. Changes are saved automatically when you click out of the field. There's no save button to hit.

<Tip>
  For longer fields like your positioning statement, highlight specific sentences and use the text selection popup to refine individual parts without rewriting the whole thing.
</Tip>

## Voice descriptors

Voice descriptors are the single most powerful input for making Beat sound like you. They're not just adjectives — they're active signals Beat uses when generating every piece of content.

Good voice descriptors are specific and create tension or contrast:

* "Direct and opinionated, but never preachy"
* "Warm and encouraging without being fluffy"
* "Data-driven with personality — backs every claim up"
* "Contrarian — challenges conventional wisdom by default"

Generic descriptors like "professional" or "friendly" give Beat very little to work with. Push toward the specific version of what those words mean for you.

## Tone guidelines

Tone guidelines go a layer deeper than voice descriptors. While descriptors define your overall style, tone guidelines capture how your voice adapts in different contexts.

Examples:

* "More formal in thought leadership articles, more casual in social posts"
* "Always direct in headlines and CTAs — no soft language"
* "Emails get a warmer, more personal opener than blog posts"

Beat uses these as a calibration layer when it detects the format or platform of what it's generating.

## Banned phrases

Add any words or phrases you never want Beat to use. Common examples:

* Overused AI phrases: "It's important to note," "In today's digital landscape," "game-changer," "leverage"
* Industry jargon you've moved away from
* Competitor branding you want to stay clear of
* Phrases that feel off-brand for your voice

To add a banned phrase: click into the banned phrases field, type the phrase, and hit Enter. Beat will actively avoid these in all generated output.

## Using the text selection popup

The text selection popup works inside any Brand Beat field. Select any text in the tab, and a four-option popup appears:

* **Sharpen** — Makes the language tighter and more specific. Best for positioning statements that feel vague.
* **Simplify** — Strips out complexity and makes the meaning clearer. Best for value propositions with too much jargon.
* **Rewrite** — Produces a fresh take on the same idea. Best when the current version doesn't feel right but you're not sure why.
* **Fix tone** — Rewrites the text to better match your voice descriptors. Best when you've drafted something but it doesn't sound like you.

After clicking an option, Beat returns a proposed change card. See [Proposed Changes](/beat/proposed-changes) for how to apply or dismiss it.

## What's next?

<CardGroup cols={2}>
  <Card title="Pillars & Content" icon="layer-group" href="/brand/pillars-content">
    Set the topics and formats that drive your content strategy.
  </Card>

  <Card title="Proposed Changes" icon="arrows-left-right" href="/beat/proposed-changes">
    Learn how to apply or dismiss Beat's suggested edits.
  </Card>
</CardGroup>