# Brand Voice: your workspace's verbal identity

**Category:** [Standards & Brand Hub](https://help.totalctrl.app/hc/totalctrl/totalctrl-help-center/en-US/categories/standards)
**Updated:** 2026-10-04

## One voice, applied everywhere

**Brand Voice** is the verbal counterpart to your Brand Kit — a single, canonical description of who you are and how you sound: about your organization, industry, audience, personality, tone, writing style, the words you do and don't use, and example copy.

It lives under **Brand Hub → Brand Voice**. Turn it on with the master switch and it is woven into your AI apps automatically. (Brand Voice replaces the older, separate "AI Context" and Creator "Brand Voice" settings — those are now one record.)
## Where it applies

Brand Voice is applied to every available AI-powered app by default. On the Brand Voice page, the **Where it applies** section lets you turn it off for a specific app whose work isn't tied to your overall brand — for example a project that should not inherit the company voice. Only apps available on your plan are listed.

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## Related Articles

- [Brand Portals: a public home for your brand](https://help.totalctrl.app/en-US/articles/brand-portal)
- [App Settings: assign a package to each app](https://help.totalctrl.app/en-US/articles/standards-app-settings)
- [Create your first Standards Package](https://help.totalctrl.app/en-US/articles/create-a-standards-package)
- [Build a tone profile](https://help.totalctrl.app/en-US/articles/build-a-tone-profile)
- [Full HTML email/page templates](https://help.totalctrl.app/en-US/articles/html-template-content-type)

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