brand-voice-guide-generator skill

---
name: generating-brand-voice-guides
description: Creates comprehensive brand voice and tone documentation with messaging pillars, vocabulary guidelines, and writing examples. Use when the user asks about brand voice, tone guides, writing style, brand personality, or messaging consistency.
---

# Brand Voice & Tone Guide Generator

## When to use this skill

- User asks to create brand voice guidelines
- User needs tone documentation
- User wants writing style consistency
- User mentions brand personality
- User needs messaging pillars

## Workflow

- [ ] Define brand personality traits
- [ ] Establish voice dimensions
- [ ] Create tone variations
- [ ] Document vocabulary guidelines
- [ ] Write example comparisons
- [ ] Build messaging pillars

## Instructions

### Step 1: Brand Personality Discovery

**Brand personality questionnaire:**

| Question                                                  | Purpose          |
| --------------------------------------------------------- | ---------------- |
| If your brand were a person, how would you describe them? | Core personality |
| What 3 adjectives describe your brand?                    | Voice attributes |
| What adjectives do NOT describe your brand?               | Voice boundaries |
| What brands do you admire (any industry)?                 | Tone inspiration |
| What brands feel opposite to yours?                       | Differentiation  |
| How should customers feel after reading your content?     | Emotional goal   |

**Personality archetype mapping:**

| Archetype     | Traits                               | Voice Style                | Example Brands    |
| ------------- | ------------------------------------ | -------------------------- | ----------------- |
| The Hero      | Bold, confident, empowering          | Action-oriented, direct    | Nike, FedEx       |
| The Sage      | Wise, knowledgeable, trusted         | Educational, authoritative | Google, BBC       |
| The Creator   | Innovative, imaginative, expressive  | Inspiring, visionary       | Apple, LEGO       |
| The Caregiver | Nurturing, supportive, warm          | Empathetic, reassuring     | Johnson & Johnson |
| The Explorer  | Adventurous, independent, pioneering | Exciting, authentic        | Patagonia, Jeep   |
| The Rebel     | Disruptive, bold, provocative        | Edgy, unconventional       | Harley-Davidson   |
| The Jester    | Playful, fun, irreverent             | Witty, casual              | Old Spice, M&Ms   |
| The Everyman  | Relatable, honest, friendly          | Conversational, inclusive  | IKEA, Target      |

### Step 2: Voice Dimensions

**Define your voice on each spectrum:**

```markdown
## Voice Dimensions

Rate your brand on each scale (1-5):

### Formal ←→ Casual

1 = Corporate, traditional, third-person
5 = Conversational, first-person, contractions

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Serious ←→ Playful

1 = Straightforward, no humor
5 = Witty, jokes, puns welcome

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Reserved ←→ Enthusiastic

1 = Understated, measured
5 = Exclamation points, emphatic language

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Technical ←→ Simple

1 = Industry jargon, expert-level
5 = Plain language, accessible

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]

### Respectful ←→ Irreverent

1 = Polite, traditional
5 = Challenges norms, provocative

**Our position:** [1-5]
**Rationale:** [Why this fits your brand]
```

### Step 3: Core Voice Attributes

**Voice attribute template:**

```markdown
## Our Brand Voice

### Attribute 1: [Adjective]

**What this means:**
[Definition in your brand's context]

**How it sounds:**

- [Characteristic 1]
- [Characteristic 2]
- [Characteristic 3]

**Example:**
✅ "[Example sentence that embodies this attribute]"
❌ "[Example that violates this attribute]"

---

### Attribute 2: [Adjective]

[Repeat format]

---

### Attribute 3: [Adjective]

[Repeat format]
```

**Example voice attributes:**

| Attribute    | Means                         | Sounds Like                                |
| ------------ | ----------------------------- | ------------------------------------------ |
| Confident    | We know our stuff, no hedging | "This works." not "This might work."       |
| Approachable | Friendly, not corporate       | "Hey there" not "Dear valued customer"     |
| Clear        | Simple words, short sentences | "Sign up free" not "Complete registration" |
| Helpful      | Focused on user benefit       | "Save 2 hours" not "Advanced automation"   |

### Step 4: Tone Variations

**Tone adapts to context while voice stays consistent:**

```markdown
## Tone by Context

### Marketing/Sales Content

**Tone:** Enthusiastic, benefit-focused
**Energy level:** High
**Example:** "Ready to 10x your productivity? Let's go!"

### Support/Help Content

**Tone:** Calm, reassuring, patient
**Energy level:** Medium
**Example:** "No worries—here's how to fix that in two steps."

### Error Messages

**Tone:** Empathetic, solution-oriented
**Energy level:** Low
**Example:** "Something went wrong. Let's try again."

### Legal/Compliance

**Tone:** Clear, direct, professional
**Energy level:** Neutral
**Example:** "Your data is protected under our privacy policy."

### Social Media

**Tone:** Conversational, reactive, current
**Energy level:** High
**Example:** "That Friday feeling hits different when your inbox is at zero 📭"

### Email Newsletters

**Tone:** Personal, valuable, respectful
**Energy level:** Medium
**Example:** "Here's what we've been working on (you're going to love it)."
```

**Tone matrix:**

| Situation  | Emotion       | Tone Adjustment              |
| ---------- | ------------- | ---------------------------- |
| Good news  | Excited       | More enthusiasm, celebratory |
| Bad news   | Concerned     | Empathetic, solution-focused |
| Onboarding | Welcoming     | Warm, encouraging            |
| Upselling  | Helpful       | Value-focused, no pressure   |
| Win-back   | Understanding | No guilt, focus on value     |
| Complaint  | Caring        | Apologetic, action-oriented  |

### Step 5: Vocabulary Guidelines

**Words to use:**

```markdown
## Our Vocabulary

### Words We Love

| Word   | Why                       |
| ------ | ------------------------- |
| [Word] | [Aligns with brand value] |
| [Word] | [Creates desired emotion] |
| [Word] | [Differentiates us]       |

### Industry Terms We Use

| Term   | When to Use | Plain Alternative |
| ------ | ----------- | ----------------- |
| [Term] | [Context]   | [Simpler option]  |

### Branded Terms

| Our Term | Definition      | Usage Example |
| -------- | --------------- | ------------- |
| [Term]   | [What it means] | [Sentence]    |
```

**Words to avoid:**

```markdown
## Words We Don't Use

### Banned Words

| Avoid         | Why              | Use Instead      |
| ------------- | ---------------- | ---------------- |
| Synergy       | Corporate jargon | Collaboration    |
| Leverage      | Overused         | Use, apply       |
| Revolutionary | Hyperbolic       | Better, improved |
| Seamless      | Meaningless      | Smooth, easy     |
| Best-in-class | Unsubstantiated  | Specific claim   |

### Competitor Terms

| Avoid  | Reason                       |
| ------ | ---------------------------- |
| [Term] | Associated with [Competitor] |

### Exclusionary Language

| Avoid        | Use Instead           |
| ------------ | --------------------- |
| Guys         | Everyone, team, folks |
| Man-hours    | Work hours            |
| Whitelist    | Allowlist             |
| Master/slave | Primary/secondary     |
```

### Step 6: Grammar & Style Rules

```markdown
## Writing Style

### Punctuation

- **Oxford comma:** [Yes/No]
- **Exclamation points:** [Sparingly/Freely/Never]
- **Emojis:** [When appropriate/Social only/Never]
- **Ellipses:** [Avoid/Occasionally]

### Capitalization

- **Headlines:** [Title Case/Sentence case]
- **CTAs:** [Title Case/Sentence case]
- **Product names:** [Always capitalize]
- **Features:** [Lowercase unless trademarked]

### Numbers

- **Spell out:** Numbers one through nine
- **Use numerals:** 10 and above
- **Percentages:** 25% (numeral + symbol)
- **Money:** $10 (symbol + numeral)

### Formatting

- **Contractions:** [Yes/No]
- **First person:** [We/I/Our team]
- **Second person:** [You, always]
- **Sentence length:** [Max words, aim for variety]
```

### Step 7: Do's and Don'ts Examples

**Side-by-side comparisons:**

```markdown
## Voice Examples

### Headlines

✅ **Do:** "Build better products, faster"
❌ **Don't:** "Revolutionary AI-Powered Solution for Enterprise Product Development"

**Why:** Short, benefit-focused, no jargon.

---

### CTAs

✅ **Do:** "Start free trial"
❌ **Don't:** "Click here to begin your complimentary trial period"

**Why:** Action-oriented, concise, value clear.

---

### Error Messages

✅ **Do:** "Couldn't save. Check your connection and try again."
❌ **Don't:** "Error 503: Service temporarily unavailable"

**Why:** Human language, solution included.

---

### Social Posts

✅ **Do:** "Your Monday just got 10x better. New feature drop 👇"
❌ **Don't:** "We are pleased to announce the release of our new feature"

**Why:** Conversational, exciting, direct.

---

### Support Responses

✅ **Do:** "Great question! Here's how to do that..."
❌ **Don't:** "Thank you for contacting our support team. Your query has been received."

**Why:** Warm, immediate help, no fluff.
```

### Step 8: Messaging Pillars

```markdown
## Messaging Framework

### Core Value Proposition

[One sentence that captures your primary value]

### Tagline/Slogan

[Short, memorable phrase]

### Messaging Pillars

#### Pillar 1: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence, stats, testimonials]

#### Pillar 2: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence]

#### Pillar 3: [Theme]

**Key message:** [Core claim]
**Supporting points:**

- [Proof point 1]
- [Proof point 2]
- [Proof point 3]
  **Proof:** [Evidence]

### Elevator Pitches

**5 seconds:** [One line]
**30 seconds:** [Paragraph]
**2 minutes:** [Full pitch with pillars]
```

### Step 9: Channel-Specific Guidelines

```markdown
## Channel Guidelines

### Website

- Headline style: [Benefit-led/Feature-led]
- Paragraph length: [Max sentences]
- CTA style: [Examples]

### Email

- Subject line style: [Examples]
- Greeting: [Hi [Name]/Hey/Hello]
- Sign-off: [Thanks/Cheers/Best]

### Social Media

| Platform  | Tone Adjustment   | Character Focus | Emoji Use |
| --------- | ----------------- | --------------- | --------- |
| LinkedIn  | More professional | Value/insights  | Minimal   |
| Twitter/X | Punchy, reactive  | Engagement      | Moderate  |
| Instagram | Visual-first      | Lifestyle       | Heavy     |
| TikTok    | Casual, trendy    | Entertainment   | Heavy     |

### Ads

- Headline formula: [Pattern]
- CTA examples: [List]
- Character limits: [By platform]
```

## Output Format

```markdown
# [Brand Name] Voice & Tone Guide

## Quick Reference

- **Personality:** [3 adjectives]
- **Voice:** [Brief description]
- **Archetype:** [Primary archetype]

---

## Brand Personality

[Archetype and traits section]

---

## Voice Dimensions

[5-dimension scale with positions]

---

## Voice Attributes

[3-4 core attributes with examples]

---

## Tone by Context

[Context-specific tone guidance]

---

## Vocabulary

### Use These Words

[Table]

### Avoid These Words

[Table]

---

## Style Rules

[Grammar and formatting]

---

## Do's and Don'ts

[Side-by-side examples]

---

## Messaging Pillars

[Framework with pillars and proof points]

---

## Channel Guidelines

[Platform-specific guidance]

---

**Version:** [1.0]
**Last Updated:** [Date]
**Owner:** [Team/Person]
```

## Validation

Before completing:

- [ ] Personality traits are specific, not generic
- [ ] Voice dimensions have clear positions
- [ ] Each attribute has do/don't examples
- [ ] Tone variations cover all content types
- [ ] Vocabulary lists are actionable
- [ ] Grammar rules are defined
- [ ] Messaging pillars have proof points
- [ ] Channel guidelines are specific

## Error Handling

- **Brand not clearly defined**: Start with personality questionnaire; ask about target audience and competitive positioning.
- **Voice too generic**: Push for specific adjectives; use "not X but Y" format (e.g., "not formal, but professional").
- **No existing content**: Create sample content in different tones for stakeholder feedback.
- **Conflicting input**: Identify primary audience; prioritize voice for them.
- **Too many attributes**: Limit to 3-4 core voice attributes; more becomes unmemorable.

## Resources

- [Mailchimp Content Style Guide](https://styleguide.mailchimp.com/) - Industry-leading voice guide
- [Shopify Voice & Tone](https://polaris.shopify.com/) - E-commerce voice example
- [NN/Group Voice & Tone](https://www.nngroup.com/) - UX writing voice principles
- [Voice & Tone (Figma)](https://www.figma.com/) - Design tool voice example