# Persona and brand voice

> Name your assistant, choose an avatar, greeting, tone and brand voice, with drafts you test before publishing.

Source: https://shopassist.coec.dk/docs/assistant/persona-and-brand-voice · Updated 2026-10-01

**Assistant** settings are draft-based: edits are saved as a draft, shown in the live preview and the playground, and reach shoppers only when you **Publish**.

| Setting     | Limits                                   | Notes                                                                                                              |
| ----------- | ---------------------------------------- | ------------------------------------------------------------------------------------------------------------------ |
| Name        | ≤ 40 characters                          | Can't suggest a person ("staff", "employee", a human name with a title). The assistant must be recognisable as AI. |
| Avatar      | PNG, JPEG, WebP or SVG ≤ 1 MB            | Use an illustration or your logo, not a photo of a person                                                          |
| Greeting    | ≤ 300 characters per language            | The AI disclosure is always added and can't be removed                                                             |
| Tone        | friendly, professional, playful, concise |                                                                                                                    |
| Brand voice | ≤ 2,000 characters                       | How you talk: words you use and avoid, formality, emoji                                                            |

## Writing a brand voice [#brand-voice]

Describe how you sound, not what the assistant may do:

```text
We're a small Danish outdoor shop. Warm and practical, never pushy. Use "du" in Danish.
Short sentences. Explain technical terms (Gore-Tex, down fill) in one line. No emoji.
```

Rules ("never give discounts", "always mention free shipping over 500 kr") belong in [custom instructions](/docs/assistant/custom-instructions).

## Rejected text [#rejected]

Saving fails if a text tells the assistant to hide that it is an AI (`ai_disclosure_conflict`) or if the name implies a human (`persona_name_implies_human`). See [AI disclosure](/docs/assistant/ai-disclosure).

## Conflicting edits [#conflicts]

If a teammate changed the settings since you opened them, saving shows "Someone else changed these settings." Reload to see their version, then re-apply your change.