Brand Voice & Multi-Language Replies

Written By Chad McGuire (Sparrow Intel)

Overview

The previous lesson covered how Chirp AI drafts a response. This one covers how it sounds — your team's voice, and the way it carries across languages.

Brand voice is the single biggest lever you have on review-reply quality. A team that takes 15 minutes to tune their voice settings ends up rewriting 70% fewer drafts.

Where brand voice lives

Open Review Settings to find:

  • Review Scale — 5-Star or 10-Point (covered in Admin Setup Checklist)

  • Review Reply Settings — your brand voice configuration

The Review Reply Settings card is what we're focused on here.

Presets and custom

The Review Reply Settings card lets you choose one option at a time: no extra settings, a single preset, or your own custom instructions. The options don't combine, so selecting one replaces the last.

Preset guidelines

Option

What it does

None

No extra guidelines. Chirp AI writes warm, specific replies from the review, the reservation, and your listing, and works great as-is.

Focus on the positives

Highlights what went well, doesn't address the negatives, and doesn't apologize

Be authentic and use emojis

Sounds genuine and personable, uses one or two emojis at most, and doesn't apologize for every individual issue

Create varied responses for more personalized review replies

Changes up the format and wording so replies don't all open the same way

Politely reference the listing when it addresses the complaint

When a guest complains about something the listing clearly describes, notes that politely in one sentence

Most teams start with None or a single preset, then move to custom instructions once they know what they want to change.

Custom instructions

If presets don't capture your voice, select CUSTOM and write instructions that tell Chirp exactly how to sound. Examples:

Reply in a warm, conversational tone. Don't use exclamation points more than once per response. If the guest mentioned a problem, acknowledge it directly without making excuses.

Match the energy of the review. Short reviews get short replies. Don't apologize for things outside our control (weather, neighborhood noise). Always thank the guest for taking the time to write.

Custom instructions replace the presets. If you like how a preset behaves, write that behavior into your custom instructions. For complete examples you can copy, from a small host to a large operator, see Custom Instructions for Chirp AI Review Replies: Examples.

Writing a good custom prompt

A few patterns we've seen work:

  • Lead with the rule, not the rationale. "Don't use exclamation points" beats "Try to avoid being too enthusiastic."

  • Call out anti-patterns explicitly. "Don't apologize for the weather" prevents a recurring miss.

  • Keep it organized. A few clear rules is a good place to start. If you need more, group them under short headings with one rule per line, and make sure no two rules contradict each other. Leave out property-by-property details, since the same instructions apply to every property.

Multi-language replies

When a guest reviews in a non-English language, Chirp AI:

  1. Detects the language on the incoming review

  2. Stores the original and an English translation so your team can read it

  3. Drafts the response in the guest's native language

  4. Applies your brand voice in that language

A response Chirp drafts in French will follow the same tone rules as one in English. Your custom prompt doesn't need to be translated — Chirp interprets the intent and applies it across languages.

After you click Generate Response with Chirp AI on a non-English review, the composer shows a toggle between the guest's language and English. English is selected first so your team can read the draft. Switch the toggle to put the version in the guest's language into the reply box. Many teams reply in the reviewer's language for Airbnb and Booking.com (where guests are typically reading from one country) and reply in English on Google (where local search visibility matters).

Which languages does Chirp handle?

Chirp AI replies in any major language used by your guests — the same language coverage as Conversations. The most common are English, Spanish, French, German, Italian, Portuguese, Dutch, Polish, Russian, Mandarin, and Japanese, but the list is long.

If you spot a draft in a language where the tone or grammar feels off, let us know via in-product chat. Real examples are what we use to tune.

Brand voice and Auto-Respond

When Chirp AI sends a review response automatically (via a Rule action), it uses the same brand voice settings as when you trigger AI responses manually. So getting your voice right pays off twice — once for every reply you send by hand, and once for every reply a rule sends without you.

Tune brand voice before you turn on auto-respond rules. A bad voice setting amplifies fast when rules are running.

Up next

You've completed the Take-Off phase — you can now find, read, reply, and trust the AI suggestion in your team's voice.

Next is Triage: Star, Archive, Snooze & Bulk Actions — the lightweight workflow actions you'll use dozens of times a day.

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