Your brand voice is not set-and-forget. As your tourism business grows, repositions, or changes its target market, your voice should evolve too. This article explains when to update your brand voice and how to do it without losing your existing marketing setup.
When to update your brand voice
You have rebranded — new name, new visual identity, or a significant shift in how you present your business.
You are targeting a new market — shifting from domestic visitors to international guests, or from families to couples, often requires a different tone.
Your AI content consistently feels off-brand — if generated content regularly requires heavy editing to sound like you, your voice profile may not accurately reflect your current brand.
You have grown significantly — a business that has moved from a small operator to a mid-sized team may want a more polished, professional voice than when it started.
Seasonal refresh — some operators update their voice slightly for high-season campaigns to reflect a more energetic, urgent tone.
How to update your brand voice
Go to Marketing > Brand Voice.
If you have previously completed the quiz, you will see a Retake Quiz button alongside your current profile summary.
Click Retake Quiz to start fresh, or select individual phases to redo — you can retake Phase 1 only, Phase 2 only, or both.
Complete the quiz as normal. Your new results will be presented for review before saving.
Click Update Marketing Profile to apply the new voice. Your previous voice profile is replaced.
Important: If you already have content pillars, target personas, or target markets set up in your Marketing Profile, your new brand voice results are stored as suggestions. You can review and merge the suggestions manually in Marketing Profile — nothing is overwritten automatically.
What changes after you update
All future AI-generated content will use your updated voice immediately. Content you have already generated and saved is not affected — it retains the voice it was created with. If you want existing content templates to reflect the new voice, you will need to regenerate or manually edit them.
Tips
Before retaking the quiz, review your current brand voice profile in Marketing Profile so you know what you are changing and why.
If only one aspect of your voice has changed (for example, you want to be slightly more formal), consider editing your tone descriptors directly in Marketing Profile rather than retaking the full quiz.
Share the updated voice profile with your team and any external agencies or copywriters so everyone is aligned on the new direction.