The Problem Every Marketer Knows
You manage a brand. Every week you need an Instagram post, a Facebook caption, an email to your list, maybe a landing page update. And every single time you start from scratch.
Worse: every time you open a generic AI chat tool, you have to re-explain who you are. What the brand does. What tone you use. Who your audience is. What the current promotion is. By the time you get a good result, you have spent 30 minutes just on the setup.
And the output? Generic copy that sounds like every other brand. No personality, no voice, no details that actually differentiate you.
The fix is not writing every post by hand. It is a Custom Agent in Kolbo.
What a Custom Agent Is (and Is Not)
A Custom Agent in Kolbo is not an autonomous bot that runs on its own and executes tasks. It is a smarter chat assistant: a language model you brief once with permanent context, so you never have to start a conversation from zero again.
Instead of explaining your brand every time, you define it once: the agent's name, its instructions (how it writes, what tone, who the audience is), and the knowledge files it draws from.
The critical difference from a generic AI tool: this assistant already knows your brand. You upload your brand guide, product descriptions, examples of past posts that worked, and from that moment every request is answered within that context. You are not briefing it again and again. You are just asking.
Building Your Marketing Agent: Step by Step
Step 1: Gather Your Brand Materials
Before opening Kolbo, prepare the following:
- Brand guide or tone document: how you sound. Formal? Casual? Witty? With or without emoji?
- Product descriptions: what you sell, key benefits, selling points
- Target audience definition: who you are talking to, what language they use, what problems they have
- Winning examples: 5 to 10 past posts or emails that performed well, so the agent can learn your style
If you do not have these documents yet, write them now. This is the most important step. Your agent will only be as good as the material you give it.
Step 2: Create a New Agent in Kolbo
Go to the Chat tool in Kolbo, click on Custom Agents, and choose New Agent.
Name: choose something clear like "Marketing Copy [Brand Name]." This is what appears in the menu for you and your team.
Icon: choose an icon that represents content, writing, or your brand identity.
Step 3: Write the Instructions
This is the heart of the agent. The instructions determine how it writes, not just what it knows. Here is a base that works:
You write marketing content for [Brand Name].
Language: clear, natural English.
Tone: [friendly / witty / professional] as defined in the attached brand guide.
The brand sells: [short description]. Target audience: [who].
For every request, provide 2 to 3 variations to choose from.
Keep sentences short. Avoid marketing clichés ("the perfect solution", "revolutionary").
Always end with a clear call to action.
Do not invent data, prices, or promises not found in the attached files.
The iron rule: the more precise the instructions, the closer the output is to your actual voice. Invest time here. It pays off in every future post.
Step 4: Upload Files
In Kolbo you can attach PDF, DOC, CSV, JSON, and code files directly to the agent. Upload everything you prepared in Step 1.
A few important points:
- Current materials only. If a product changed or there is a new promotion, update the file.
- Clean format. Plain text works much better than files heavy with complex tables and formatting.
- Separate by topic. One file for the brand guide, one for products, one for examples. A single giant document is harder for the agent to navigate.
What to Include in Instructions, and What to Leave Out
Include:
- Tone and register: "write at eye level, emoji allowed in social posts only"
- Output format: "always 3 variations, each under 4 lines"
- Call to action: "every post ends with a clear invitation: click, sign up, try"
- A blocklist: words and clichés you never want to see
Leave out:
- Promises that are not approved or verified
- Statistics without a source in the attached files
- Prices or promotions not reflected in a current document
Working With the Agent Day to Day
Once the agent is ready, work moves fast. Instead of a long preamble, you simply ask:
- "Write an Instagram post for the new product launch"
- "Draft an email to the list about the sale, celebratory tone"
- "Take this post and compress it to a Twitter caption"
The agent already knows who you are, what tone to use, and what you sell. The first answer is already close to the mark. If something is off, you correct in conversation: "shorter," "less formal," "add a call to action." It is a dialogue, not a form.
Testing the Agent Before Going Live
Before trusting it with real content, spend 15 minutes testing. Ask for:
- A post on a topic you know well. Does the tone feel right?
- A variation of the same text. Does it stay in your voice?
- A text with a made-up fact. Does it invent a price or hold back?
If it writes in your voice, great. If it sounds generic or invents details, go back to the instructions, sharpen the tone, and add more strong examples. The better the examples you feed it, the more precisely it will match your style.
Sharing With Your Team
In Kolbo, the agent you create is collaborative. Anyone with access to Chat can switch to it in one click. Your team does not need to install anything. They select it from the menu and start writing in the same voice.
This also means you can create multiple specialized agents: one for social posts, one for email copy, one for landing pages. Each one operates on its own relevant instructions and files, and all of them sound like your brand.
What This Is Not
It is important to understand the boundaries. The Custom Agent does not publish for you, schedule posts, or connect to social platforms. It does not run autonomously or take actions on its own. It is a smart writing assistant you direct: you ask, it writes, you approve and publish yourself.
And like any language model, it can make mistakes. Always review copy before it goes out, especially when numbers, prices, or promises are involved. The agent does 90 percent of the work, but the final judgment remains yours.
An Agent That Grows With the Brand
The best thing about Custom Agents is that they are not frozen. When a new product launches, upload an updated file. When the tone shifts, edit the instructions in a few minutes. When a post performs exceptionally well, add it to the examples and the agent improves.
No developer required. No code. No agency to call. You control the voice and the knowledge of your assistant.
Brands that set up a well-configured Custom Agent produce content faster, maintain a consistent voice across all channels, and free their marketing team to focus on strategy rather than rewriting the same posts over and over.
Try Kolbo for free. Build your first marketing agent in under 20 minutes and see how quickly it becomes a permanent part of your operation. app.kolbo.ai
