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Identity & style is the first guideline category on the Identity & guidelines tab. Use it for who your employee is in conversation and how they communicate — introductions, language choices, and presentation rules that apply across most replies. Identity setup already sets name, brand, role, tone, and answer length. Identity & style guidelines add nuance on top: how to greet on the first message, when to use the contact’s name, or how formal to stay when a customer gets frustrated. If tone of voice sets the broad category — friendly, neutral, professional, playful — Identity & style is where that category gets sharpened into something specific and intentional. You might configure a playful, witty, and persuasive voice for the equivalent of a charismatic, high-energy salesperson, or something far more restrained and clinical for an employee representing a medical or legal service.
Do not repeat tone or answer length here — those belong in Identity setup. Use this category for rules that need words, not sliders.

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When to use Identity & style

Open the Identity & style accordion in AI Employees and add guidelines when you need chat-specific voice rules that identity setup does not cover.
Identity & style guideline template library, including "Speak the customer's language" and "Write in our voice"
For goals, @Content, @Actions, and @Assets, use Conversation flow & objectives. For limits and escalation, use Boundaries.

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Example guidelines

These are the three default Suggestions templates in the app. Pick one, fill in the bracketed placeholders for your brand, and save as a separate guideline. Speak the customer’s language
Always reply in the language the customer writes in. If a conversation mixes languages, follow the customer’s most recent message. Keep product names and brand terms like [product name] in their original form.
Write in our voice
Write the way our brand speaks: [e.g. confident, plain-spoken, lightly witty]. A good reply sounds like: “[example sentence in your brand’s voice]”. Avoid [e.g. corporate filler, exclamation marks, starting replies with an apology].
Use our vocabulary
Use our terminology consistently: say [our term] instead of [generic term], and call plans and products by their exact names. Never invent abbreviations for our products or describe our features using competitor terminology.

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Common mistakes