[Note that this HubSpot feature is in beta as of June 2025 and exact details may change before public release]
As generative AI becomes a core part of content creation in HubSpot, many organizations are discovering a common problem: the output often sounds too generic. It may be grammatically correct and structurally sound, but it rarely reflects the tone or character of your brand. This is where HubSpot’s Brand Voice feature, now powered by AI, can make a measurable difference. Rather than manually editing every email, blog post, or page the AI drafts, you can now train HubSpot to write in your voice. The process is straightforward, and the results are immediately valuable.
Defining Your Brand Voice with AI
HubSpot’s Brand Voice tool allows you to create a system-wide writing style profile based on your actual content. Here’s how it works:
- Provide a Writing Sample
Upload at least 500 words of content that accurately reflects your desired tone. You can also scan a page from your site to extract copy automatically.
- Select the Sample Type and Audience
HubSpot will ask you to define the type of content (e.g., blog post, web page) and describe the intended audience. This context helps the AI understand not just what you’re saying, but how and to whom.
- AI Analysis and Trait Selection
HubSpot’s AI will analyze your sample and surface up to four writing traits, such as professional, friendly, authoritative, or casual. You can adjust these to better match your preferences.
- Add Advanced Guidance
You may also specify your company mission, terms to avoid, or inclusivity guidelines. These inputs further refine how your brand communicates, especially in sensitive or regulated industries.
- Apply Brand Voice Across the Platform
Once saved, your Brand Voice can be applied across HubSpot’s AI-powered editors, including emails, blog posts, landing pages, and social content. Simply highlight the text, select the AI assistant, and choose Apply brand identity.
Why This Matters for AI Output
The difference between untrained and trained AI content is significant. Without guidance, HubSpot’s AI generates text using a general tone optimized for clarity but devoid of personality. When you define a Brand Voice, every AI-generated paragraph reflects your company’s actual style, making the content feel cohesive and intentional.
Here are the tangible benefits:
- Fewer Rewrites: With tone and phrasing already aligned to your standards, AI-generated content requires much less manual editing.
- Stronger Consistency: Whether your reader sees a sales email or a blog post, the tone and vocabulary are recognizably yours.
- Faster Team Adoption: Internal users no longer have to guess at the right tone. The system helps them write in line with brand expectations.
- Scalable Personalization: Personalized content retains the same voice, even across automated sequences and variable messaging.
- Risk Reduction: You can actively prevent the use of certain terms or expressions that might create compliance issues or misrepresent your services.
SMBinfo’s Perspective
If you are investing in AI-generated content within HubSpot, setting your Brand Voice is not an optional enhancement—it is a foundational step. It takes minutes to configure, and the result is a platform that writes more like you, less like a machine. To get started, navigate to Settings > Account Defaults > Branding > Brand Voice in your HubSpot portal. With a single, well-crafted writing sample, you can guide the AI to generate output that aligns with your brand’s voice, values, and standards. If you’re unsure what sample to use or how to define your tone, we’re happy to advise.
Summary Tip: Define and apply a consistent brand voice using AI tools in HubSpot to reinforce your identity across all touchpoints.