# Build a tone profile

**Category:** [Standards & Brand Hub](https://help.totalctrl.app/hc/totalctrl/totalctrl-help-center/en-US/categories/standards)
**Updated:** 2026-08-19

## What a tone profile is

A tone profile describes the *personality* of your writing — how formal it is, who it addresses, and the behaviors to embrace or avoid. Unlike glossary terms and style rules, tone is mostly about feel, so each profile is built from a few descriptive fields per language.
## Create a profile

- Open **Tone Profiles** for your package and click **New profile**.
- Enter a **Name**, which must be unique within your account.
- Optionally set **Applies to** targets.
- Tick **Default** to make this the fallback profile. Marking a profile as default automatically unsets any other default.
- Save to open the profile editor.

## Define tone per language

On the editor, add a **locale** for each language and set:

- **Formality** — Formal, Professional, Casual, or Friendly.
- **Point of view** — second person (you), third person (they), or first person plural (we).
- **Personality** — a short description of the voice.
- **Do's** and **Don'ts** — one item per line.
- A **sample sentence** that demonstrates the tone in action.

## Using the default

Connected apps fall back to the default profile when no other tone is specified, so it is worth keeping one well-tuned default per package. Combine your tone profile with [style rules](create-a-style-rule) and [glossary terms](create-a-glossary-entry) for a complete set of standards, then [connect it to your apps](connect-standards-to-your-apps).

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## Related Articles

- [Locked Creator templates](https://help.totalctrl.app/en-US/articles/creator-locked-templates)
- [Full HTML email/page templates](https://help.totalctrl.app/en-US/articles/html-template-content-type)
- [Upload your own custom fonts](https://help.totalctrl.app/en-US/articles/brand-kit-custom-fonts)
- [Brand Portals: a public home for your brand](https://help.totalctrl.app/en-US/articles/brand-portal)
- [Create a glossary entry](https://help.totalctrl.app/en-US/articles/create-a-glossary-entry)

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