Persado uses a human + machine approach to optimize your Experiments and Predictive Content. But how exactly does Persado learn your brand voice? This short article breaks down the 3 key steps we take to ensure the Variants we create feel authentic to your brand, and give you insight into how our experts are at work behind the scenes.

The first step in ensuring we learn your brand voice is simple: our Content Intelligence and Brand Content Strategy (BCS) team analyzes as much data as you can give us about your company voice, tone, formatting, and more. We want to understand what words you use and don’t use for your brand.

This analysis typically takes the form of reviewing historical content that you've sent out to your audience. This content could be a data dump of subject lines, your website, social display campaigns, past creatives for us to go over, or any other assets you can think of that reflect how you speak to your customers.

We also analyze your brand guidelines, or any formal instructions you have in-house for your creative. This could include instructions on how colors, fonts, logos, and pictures and their positions should be formatted. It’s important for us to be aware of these guidelines in case we want to conduct formatting tests on visual channels (e.g., web pages, CTA button colors).

The Persado team pores over everything you can give us, and we use this data to inform your Custom Language Guidelines.

Brand Content Strategists are Persado platform experts who provide content for managed services like Experiments and Predictive Content. If you’re using managed services like these, BCS will:

Once we’ve analyzed your content, the magic begins: We create your Custom Language Guidelines. This is your unique algorithm that we train with various methods to understand your brand voice.

A Custom Language Guideline:

Each brand has its own Custom Language Guidelines that are uniquely formed by their inputs, brand expression, Experiment learnings and discoveries, and feedback on each campaign. The more information we gather through these campaigns, the more we'll learn about your distinct voice.

The longer we work together, the more our machine learns and is able to speak in the brand voice you’re accustomed to.

As we build your Custom Language Guidelines, for example, we can exclude anything you’re uncomfortable with or language that feels off-brand - anything from a symbol that doesn’t seem quite right or jargon that feels too promotional or casual. If your internal branding guidelines change at any time, we jump back into the analysis phase to make sure we update as needed so future content is aligned with how you speak.

We are constantly refining your algorithm and incorporating your feedback - and don’t forget, you always have final approval of the content before it goes out to your customers. We give you full control in Persado Portal to refine what language is shared, and we learn from each interaction.