Colour is the easy half of white labelling
A widget in your palette that talks like a generic assistant still reads as someone else's software. The voice is set in the system prompt, and it is fully yours to write.
01The system prompt is where the voice lives
Colour is the easy half. The assistant’s register — formal or warm, brisk or expansive, whether it uses contractions — comes from the system prompt, which is yours to rewrite entirely. If your brand has a tone-of-voice document, this is where it goes.
02Write what it must refuse, too
Brand safety is mostly a list of things not to say. Name them explicitly: no speculation about roadmap, no discounts, no comment on competitors. A model follows an explicit rule far more reliably than an implied one.
03Test it in your own words
Ask it five questions the way your customers phrase them, then read the answers aloud. If they sound like a different company, the prompt needs work — not the palette.