Articles on: Brand DNA

Writing Style

Writing Style


A Writing Style is a documented set of rules for how your brand writes: tone, sentence structure, formatting, opening hooks and closing CTAs. It is the single biggest lever on copy quality in Mavic. If you only do one thing in Brand DNA beyond your logo and colors, do this.


You can have several writing styles per brand, for example one for LinkedIn thought leadership, one for Instagram captions and one for blog posts. How many depends on your plan; if your plan has a limit, Total writing styles above your styles shows how many you've used.


Where to find it


Go to Brand DNA → Brand Book → Writing Style.


Option 1: Write your own


  1. Click Add + (or the + in the empty tile, Add writing style).
  2. Fill in:
    • Title: for example "LinkedIn thought leadership"
    • Description: one sentence
    • Style guide: the actual rules
  4. Click Add.


For the style guide, the more concrete the better. Cover:


  • Tone: engaging? authoritative? playful? Name an author whose style you like ("Think Malcolm Gladwell: narrative-led, curious, builds to a takeaway").
  • Sentence flow: short and punchy, or long and reflective?
  • Examples and data: anecdotes, stats, expert quotes?
  • Formatting: paragraph length, headings, bullet points
  • Openings: bold statement, question, anecdote?
  • Closings: reflection, action, summary?
  • Product mentions: subtle and educational, or direct and CTA-driven?
  • SEO: if relevant, keyword density and placement


Option 2: Build one with a workflow


Open Workflows in the navigation and search for "writing style". The guided forms ask about your purpose, channel and audience, or let you paste or upload past writing samples. Mavic turns the answers into a style guide.


Writing Samples → Writing Styles workflow form


Option 3: Ask Mavic in chat


Describe what you want, for example: "Draft a writing style for our LinkedIn posts, based on the three posts below." Paste the parts you like into a new writing style.


Your writing styles on the page


Each writing style shows as a tile with:


  • Set as default: marks this as your brand's main style. The current one shows a Default badge.
  • Show style guide: reads the full rules.
  • Show social media previews: sample Instagram and LinkedIn posts written in this style. Refresh social media previews writes new ones after you edit.
  • The pencil (Edit writing style) and bin (Delete writing style).


If you manage sub-brands, Share to sub-brands lets them use a style too. Styles shared from a master brand show an Inherited badge.


Tailoring per platform


Different platforms need different styles. Suggested starting points:


  • LinkedIn: professional, insight-driven, opens with a hook, ends with a question
  • Blog: long-form, sub-headed, SEO-aware
  • Instagram captions: visual, story-led, conversational
  • TikTok / Reels / Shorts (scripts): short, dynamic, hooks in the first 3 seconds
  • X / Threads / Bluesky: concise, punchy, designed for replies
  • Email marketing: direct, scannable, one CTA per email


Build one writing style per platform you take seriously. Don't try to make one style cover everything.


Choosing a writing style when you create


  • @-mention it in chat. Type @, pick Writing style, then choose one.
  • Pick it in a workflow. Many content workflows have a writing style option.
  • Let Mavic choose. If you don't specify one, Mavic picks from your saved styles.


Iterating


Writing styles are not set-and-forget. Once a month:


  1. Look at your top-performing posts.
  2. Look at your worst-performing posts.
  3. Edit the writing style to nudge it toward what's working.




Updated: November 2026

Updated on: 01/11/2026

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