Signature tool · CMO AI Spotlight
Brand voice & content guardrails builder
Fill in your brand name, voice traits, words you use and never use, claims rules, disclosure stance and who approves what. The tool builds four documents from fixed templates: a brand voice guide (with a block to paste into AI tools), an AI content policy, disclosure rules and a risk-tiered approval workflow. Then paste any ad, post or email: the checker runs deterministic rules — banned words, required disclosure, unsupported superlatives and claims such as 'best', 'guaranteed' or '#1', figures without a source, reading level, length and exclamation density — and gives a pass/warn/fail list and a score. No AI writes the documents; AI only explains a result.
Example data. Example brand: replace the name, words and roles with your own.
1 · Your brand rules
Approval roles by risk tier
| Role | low | medium | high | Remove |
|---|---|---|---|---|
2 · Your guardrail documents
Built from your inputs with fixed templates, not written by AI. Review with legal before you adopt them.
# Northwind Coffee brand voice guide (for people and AI tools)
This guide tells writers, designers, agencies and AI tools how Northwind Coffee sounds. Paste the "Instructions for AI tools" block into the system prompt or brand settings of any AI writing tool you approve.
## Our voice
- **warm**
- **plain-spoken**
- **curious**
- **quietly confident**
## Words we use
- fresh
- simple
- together
- craft
- you
## Words we never use
- synergy
- revolutionary
- game-changing
- cheap
- hack
## Claims
- Taste and quality claims are opinion ('we think'), never ranked ('#1', 'best') without a named source.
- Price claims need a date and the comparison basis.
- Sustainability claims need the certificate or data on file before publishing.
- No health claims about coffee.
## Readability
- Aim for a US reading grade of 8 or lower: short sentences, everyday words.
- One exclamation mark at most per piece unless the format calls for more.
## Instructions for AI tools
```
You write for Northwind Coffee. Voice: warm, plain-spoken, curious, quietly confident.
Prefer these words where natural: fresh, simple, together, craft, you.
Never use these words: synergy, revolutionary, game-changing, cheap, hack.
Do not invent facts, figures, quotes, customer names, reviews or testimonials. If a fact is needed and not given, write [FACT NEEDED].
Do not use superlatives (best, #1, guaranteed) unless the brief gives the proof.
Write at a US grade 8 reading level or lower.
```3 · Check a piece of content
Disclosure required here under your stance: no. Realistic synthetic people or scenes are treated as needing a label because several laws and platforms require it.
46 words · 5 sentences · grade 4.9 · 4 exclamation marks
| Rule | Result | Detail |
|---|---|---|
| Banned words | Fail | Found 1 word your brand never uses.Found: “revolutionary” |
| AI disclosure | N/A | Not required for this piece under your policy. |
| Superlatives and claims | Fail | “best”: Superlative: keep only with proof or as clear opinion. “guaranteed”: Guarantee: only with the actual guarantee terms. “beats every”: Comparative claim: needs proof. “out of 10”: Survey-style claim: needs the survey, sample and date on file.Found: “best”, “guaranteed”, “beats every”, “out of 10” |
| Figures need a source | N/A | No figures found. |
| Reading level | Pass | Grade 4.9 (target ≤ 8). Shorter sentences and words lower it. |
| Length | N/A | 46 words. |
| Exclamation marks | Fail | 4 in 46 words (8.7 per 100; limit 1). |
| Brand voice words | Pass | Uses 3 of your preferred words.Found: “fresh”, “simple”, “you” |
Illustrative assumption: The claim patterns, reading-level target and thresholds are illustrative house rules, not legal advice. Adjust them with your legal team.
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