HubSpot just dropped their Brand Voice beta and I've been testing it out for the past few weeks, here's what actually works, what's still rough around the edges, and how it might change the way you create content.
Getting Started with Brand Voice Beta Access
Okay, so it's Friday. It's a holiday in Germany, and I wanted to share something that got me super excited this week! HubSpot's new Brand Voice beta. I've been playing around with it, and honestly, this is the kind of update that makes you want to jump into your demo portal immediately (which I did 😆).
If you want to test this out yourself, the feature is currently in private beta. You can apply for access through HubSpot's product updates page. It's pretty straightforward, just head there and sign up. I think they're rolling it out fairly quickly, so if you're interested, don't wait too long!
The setup process is incredibly simple, which I love. Instead of filling out endless forms about your brand personality, you just upload samples of your own writing. That's it. No complicated personality matrices or generic tone selectors. Just your actual words.
What Brand Voice Actually Does in Your Content Workflow
Here's where this gets really cool. Brand Voice lets you upload your own writing samples, like emails you've written, social media posts, even dictations if that's how you work (I'm terrible at writing but somewhat okay at talking, so this is amazing for me).
The system learns from these samples and uses them to either create content from scratch or tailor existing content to sound like you. I uploaded a big dictation I did in ChatGPT where I just described in my own words how I want things to sound, plus a couple of social media posts. And Breeze actually learned from this.
The workflow is super smooth. Let's say you have generic content, I literally asked ChatGPT to create the most generic blog post possible as a test. You can select the text, click 'apply brand identity,' and Breeze rewrites it in your voice. What came out was much shorter, more bullet-pointy, funnier, and way easier to digest. Basically, it sounded like how I actually talk and write.
You can also use it to create content from scratch, which means you're not starting with that robotic AI tone that we all recognize immediately. It starts with your voice already baked in.
The Features That Surprised Me and The Ones That Need Work
The biggest surprise? How well it actually captured my voice. The old Brand Voice feature in HubSpot was somewhat generic, you could identify personality traits, set default tones, clarify your mission.
This new beta with content samples is different. It's really simple, but it's really good. After uploading just a few samples, the content it generated felt like something I would actually say!
What needs work? I'm still testing the limits of how many samples you need for it to really nail your voice. And I think there's going to be a learning curve for teams figuring out whose voice should be the brand voice, especially in bigger organizations where multiple people create content.
Also, the language options are there (you can obviously change the language), but I haven't tested how well it maintains voice consistency across different languages yet. That could be a challenge for global teams.
How Brand Voice Integrates with Your Existing HubSpot Tools
The integration is pretty seamless if you're already working in HubSpot's content tools. The 'apply brand identity' button shows up right in your content editor, so you don't have to jump between different tools or copy-paste between platforms.
I can see this being incredibly useful when you're working with blog posts, landing pages, or email content directly in HubSpot. You write something or import something generic, select it, apply your brand voice, and it's rewritten in your style.
What I love about this is that it's not just about creating content, it's about tailoring content and having it all in HubSpot where you can measure the results. That closed loop between creation and measurement is something that's been missing from a lot of AI content tools.
The fact that it works with Breeze (HubSpot's AI layer) means it's pulling from the same system that powers other HubSpot features. So theoretically, as you use it more, it should get better at understanding your brand across all your HubSpot interactions.
Real Talk About Whether Brand Voice Is Ready for Your Team
This was a pretty tough thing to evaluate, because there are so many different use cases and team structures. But here's my honest take after testing it for a bit.
If you're a solo marketer or small team that struggles with consistency across content, this is a step in the right direction. It's not perfect, but it's way better than the generic AI voice you get from most tools. And it's definitely better than the old Brand Voice feature.
For bigger teams, I think you'll need to have conversations about whose writing samples you're uploading and how you want to define your brand voice. That's not a tool problem, that's just the reality of brand voice being somewhat subjective in larger organizations.
The feature is still in private beta, so expect some rough edges. But I'm super excited about where this is headed. Creating content in your own voice, tailoring content to your own voice, having it all measured in one platform, that's the promise here.
I'm both super excited and a little bit anxious about how this will evolve, which I think is a good thing! It means HubSpot is pushing into territory that actually matters for content creators. This will surely come into the product fairly soon, and I wanted to let people know about it because it's genuinely useful.
If you're already in the HubSpot ecosystem and you spend a lot of time editing AI-generated content to sound more human, definitely apply for the beta. It's not magic, but it's a lot closer to how we actually want to sound than anything I've seen before.