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Set brand tones

Who has access?
- Grammarly Business account owners
- Grammarly Business contributors
- Grammarly Business users (view only)

The brand tones feature allows you to set a tone profile that customizes Grammarly's feedback to your organization's unique brand voice.

Topics covered in this article:

What is a tone?

While the grammar, spelling, clarity, and conciseness of your writing are important factors to ensure better writing, the tone of your writing can also change how people understand it. For example, if someone wanted to apologize, they could say "I'm terribly sorry about that." Or they could say "Oops. I'm sorry!" Both sentences convey the same message but with different tones.

Said differently, you can think of a tone as the mood or emotion a piece of writing conveys. To learn more about what tone is in writing, check out our blog post.

How can Grammarly help my team with brand tones?

Grammarly analyzes the tone of your writing using state-of-the-art artificial intelligence (AI). With Grammarly Business, you can set up a brand tone profile for your team. You can assign different tones as on-brand or off-brand. Your team will then see real-time feedback about their tone as they write to help them stay on-brand.

Getting started

  1. Go to the Brand Tones page of the Admin panel.
  2. Your settings for the tone assistant are called your tone profile. Click the Create Tone Profile button to get started. You can select sentences that help us generate your recommended tone profile.
  3. For each prompt, select the sentence that best represents how you want your team to sound.
  4. After responding to several prompts, you'll be able to review your answers. If you're satisfied, proceed to the next step by clicking Analyze Answers.
  5. We'll generate a recommended tone profile for you. You'll see a View Recommended Tones button on the bottom of the popup once your recommended tone profile is ready. Click View Recommended Tones to move forward.
  6. You'll now see the recommended tones added to your tone profile. From here, you can modify the descriptions for tones, delete them entirely, or add more tones to your tone profile by clicking the Add Tones button.
  7. That's it! Your team members will now see brand tone descriptions from the tone detector as they write.

How do I add a tone to my tone profile?

To add tones to your tone profile, start by clicking the + Add tones button. Here you will see the two parts that make up a tone group:

  • On- or off-brand label: A tone must be labeled as on- or off-brand. Tones labeled as on-brand will be encouraged for your team, while tones labeled off-brand will be discouraged.
  • Tone group: Related tones are grouped into tone groups. Select the tone group you want to label using this dropdown.
  • Tones: Once you've selected a tone group, you can see the tones included in that group. If you want to exclude a specific tone from that group, you can uncheck it here (Tip: you can hover over tones to get a preview of what team members will see in Grammarly).

Explanation for tones: The explanation team members will see next to the labeled tone. You can use the default description from Grammarly or write your own.Tones.png

Once the necessary fields are filled out, click the Save Edit button and your tone profile will be updated.

Can I change the explanation for a tone in my tone profile?

To change an explanation, click the edit icon under each group of tones. From here, you'll see a menu that allows you to change the Explanation for tones included in that group of tones. Sometimes, Grammarly may be able to autogenerate a description that you can then modify. If an autogenerated description is available, you'll see a Custom description generated by Grammarly button at the bottom of the menu.

Can I limit the brand tones feedback to certain websites?

Yes, you can specify a list of URLs where you'd like the brand tone feedback to appear. You may find this useful if your tone profile is geared toward external communication (for example, writing publicly on Twitter) but less important for internal communication (for example, Slack messages).

To create an allowed list, visit the Brand Tones page, click the gear icon, and choose Select websites only:

Add the URLs for websites where you would like your brand tone feedback to appear and confirm the selection by clicking save URL settings. On all other websites, your team members will see the normal messaging indicating what tones were detected without any on- or off-brand labels.

Formatting tips:

  • (no “www”): Use this format to include all associated URLs, including,,, etc.
  • Use this format to include only the page found at a specific URL.

How do I create additional tone profiles?

To create an additional tone profile, follow these steps:

  1. Click on the three dots in the top-right corner and choose Create Tone Profile:Add_Tones.png
  2. In the new window that appears, click Create Tone Profile.
  3. Enter the tone profile name and select the group(s) of users it should be assigned to.
  4. Scroll down to the Visibility section, select your preference, and click Save.


Note: If you haven’t created any groups yet, you can refer to this article to do so.

To create more tone profiles, go to the Brand Tones page and in the top-right corner click Create Tone Profile.

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