Two businesses can have the same information in their knowledge bases and yet their assistants should sound nothing alike. A playful surf shop, a family solicitor and a premium spa each speak to customers differently, and a visitor notices quickly when the assistant on the website does not sound like the person who answers the phone. A mismatch feels off: a stiff, corporate assistant on a relaxed cafe's site, or a jokey one on a funeral director's. Getting the voice right is not decoration; it affects trust, and it often decides whether the visitor keeps typing. The good news is that brand voice can be set with plain-language instructions and a few examples, and you can test and refine it in minutes. This guide walks through defining your tone in four or five words, writing instructions the AI can follow, using examples, setting rules for sensitive moments, testing the result and keeping the voice consistent across channels and locations. In Crescelo, the Behavior and Rules area is where you set tone, topics to avoid and when to offer a person.
Step 1: Describe your voice in a few words
Start with how you would describe the way your best team member talks to customers. Choose three to five adjectives, and for each, a 'but not'.
| Business | Voz | But not |
|---|---|---|
| Independent cafe | Warm, casual, cheerful | Silly or unprofessional |
| Family law practice | Calm, clear, respectful | Cold, legalistic or overly reassuring |
| Premium spa | Calm, refined, attentive | Stuffy or salesy |
| Plumbing firm | Direct, friendly, practical | Slangy or vague |
| Coaching practice | Encouraging, thoughtful, plain-spoken | Preachy or clinical |
The 'but not' column is what prevents the assistant overshooting into a caricature.
Step 2: Write instructions the AI can follow
Instructions work best when specific, short and positive. Tell the assistant who it is, who it is talking to and how to talk.
| Element | Example instruction |
|---|---|
| Role | You are the online assistant for Riverside Dental. You help visitors with questions and booking. |
| Audience | Visitors are often nervous adults and parents of young children. |
| Tone | Speak in a warm, calm and reassuring way. Use plain language and short sentences. |
| Length | Keep answers to two to four sentences unless asked for detail. |
| Address | Use 'we' for the practice and 'you' for the visitor. Do not use slang or emoji. |
| Structure | Give the answer first, then the next step. |
| Honesty | If you do not know, say so and offer to take their details or book a visit. |
Avoid a long list of contradictory commands. A dozen clear lines beat a page of vague ones.
Step 3: Add examples
Examples are the fastest way to pass on voice. Write two or three short exchanges in your style and include them in the instructions, or use them as your own reference when testing.
| Visitante | On-brand reply | Off-brand reply |
|---|---|---|
| Do you treat scared kids? | Yes, we see many nervous children. We start with a short, friendly visit just to say hello. Would you like to book one? | Certainly. Our paediatric protocol accommodates anxious patients. Please provide your details. |
| How much is a check-up? | A check-up is $65 for adults and $40 for children. It takes about 30 minutes. Shall I show you some times? | Prices vary. Please contact reception for a personalised quotation. |
Notice how the on-brand replies are short, give the fact first and finish with a next step.
Step 4: Set do and do-not rules
| Do | Do not |
|---|---|
| Answer from the documents | Invent prices, hours or guarantees |
| Be warm and concise | Use jargon the customer would not use |
| Offer a next step | Push for contact details in every message |
| Admit when you do not know | Guess or bluff |
| Hand over complaints and sensitive matters | Argue, give medical, legal or financial advice |
| Follow your brand's language, such as 'clients' or 'guests' | Switch between 'customers', 'patients' and 'users' |
Put the safety rules first. Tone is secondary to accuracy.
Handle emotional moments
- Complaints: acknowledge feelings first, then offer to pass it to a person. Never argue.
- Bad news, such as a cancellation or price rise: be direct and kind, and give the reason briefly.
- Fear or anxiety: be calm, avoid hype, offer a person.
- Grief or sensitive services: use gentle, plain language and avoid cheerfulness or emoji.
- Urgency: be clear about what to do now and how to reach a person.
See de-escalating frustrated customers and handover design.
Step 5: Test the voice
- Ask ten typical questions and read the replies aloud. Would you say that to a customer?
- Try an angry message, a vague one, an off-topic one and one in a hurry.
- Ask something the documents cannot answer; check that the honesty rule and tone hold.
- Have a colleague who does not know the setup read the conversations and describe the personality.
- Fix the instruction that caused any off-brand reply, and re-test.
Change one instruction at a time, so you know which change helped.
Consistency across channels and locations
- Keep one written voice guide and reuse it for every assistant and channel.
- Website, WhatsApp and Telegram replies should feel like the same business, though messaging channels may be a little shorter.
- For multi-location businesses, use the same voice and vary only local facts; see one assistant for several locations.
- Review a sample of conversations each month against the guide.
Mirror the voice in the rest of your setup
The welcome message, starter questions and button labels are part of the voice too; see making the chat widget look like your brand and writing warm, non-clinical language for coaches.
Common mistakes
- Very long instructions with contradictions.
- Asking for a personality but forgetting accuracy rules.
- Jokes and emoji in sensitive contexts.
- Never testing.
- Different voices on different channels.
- Letting the tone override honesty.
A sample voice guide
| Item | Example |
|---|---|
| Who we are | A friendly neighbourhood dental practice |
| Voice | Warm, calm, plain-spoken |
| Never | Scare people, use jargon, promise outcomes |
| Always | Give the answer first and offer a next step |
| Sample line | Yes, we see many nervous patients. We will go at your pace. |
| Escalate | Pain, complaints, anything clinical |
One page like this, shared with everyone who writes for the business, keeps the website, emails and assistant sounding alike. Update it when you notice the assistant drifting or when your brand changes.
Frequently asked questions
How do I make my chatbot sound like my brand?
Describe your voice in a few words with a 'but not', write short specific instructions and examples, set do and do-not rules and test with real questions.
Where do I set tone in Crescelo?
In Behavior and Rules, where you can set tone, topics to avoid and when to offer a person.
How long should instructions be?
A dozen clear lines are better than a page of vague ones.
Should the assistant use emoji?
Only if it suits your brand and audience. Avoid them for sensitive or formal services.
How do I keep the voice consistent across locations?
Use one voice guide for all assistants and vary only the local facts.
Can tone override accuracy?
Never. The assistant must still answer from your documents and admit when it does not know.
Try different instructions in the playground, see the AI assistant feature and pricing.
Further reading
- Google Search Central: creating helpful, people-first content: What Google looks for in useful pages.
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