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:

## 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:

## 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:

## 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:

## 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:

## 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

## 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:

## 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

## 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

## 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

# [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 - Industry-leading voice guide
• Shopify Voice & Tone - E-commerce voice example
• NN/Group Voice & Tone - UX writing voice principles
• Voice & Tone (Figma) - Design tool voice example