> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ekho.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Identity and personality

> The name buyers see, and the four settings that shape how the agent sounds.

Found under **Product settings → Sales Agent → General**, in the **Identity** section.

## Sales Agent name

The name buyers see in chat and SMS. One text field, for example `Julian`.

Required, up to 50 characters.

<Tip>
  Pick something a person would plausibly be called at your store. The name sets expectations for the whole conversation.
</Tip>

## Personality

Four settings, each a simple choice:

### Gender

**Male** or **Female**.

### Response length

| Option       | What it means       |
| ------------ | ------------------- |
| **Concise**  | Short, to the point |
| **Balanced** | The default         |
| **Thorough** | Fuller answers      |

<Tip>
  The setting buyers notice most. Concise reads better over SMS; Thorough suits buyers asking detailed spec questions.
</Tip>

### Regional voice

**Neutral** (no regional flavor), **Southern**, **Midwestern**, **Northeast**, **West Coast**, or **Canadian**.

Neutral is the default and is the safe choice unless your store has a strong regional identity you want reflected.

### Emoji usage

On or off. Off by default.

## Language is not a setting

There is no language field. Every conversation opens in English, then the agent detects the buyer's language from their first message and stays in it for the rest of the thread.

Locking is deliberate: it stops the agent drifting between languages halfway through a long conversation. Buyers can override it from the selector in the chat input.

See [running more than one website](/sales-agent/agent/multiple-websites) for advertising specific languages per site.

## Setting the conversation's goal

Personality controls how the agent sounds. **Goal** controls what it is trying to achieve, and it matters more. It sits just above, under **General → Conversation**. See [set up your agent](/sales-agent/get-started/set-up-your-agent).