Brand Voice Learner

Analyze existing brand content to extract voice characteristics, create actionable voice guidelines, and ensure consistent brand expression across all communications.

When to Use This Skill

Creating brand voice guidelines
Onboarding new writers
Auditing voice consistency
Adapting voice for channels
Training AI writing tools

Methodology Foundation

Based on NN/g voice research and content strategy best practices, combining:

Linguistic pattern analysis
Voice dimension mapping
Guidelines development
Consistency measurement

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Analyzes existing content | Content sources to analyze | | Extracts voice patterns | Voice evolution direction | | Creates voice guidelines | Approval of guidelines | | Identifies inconsistencies | Exception handling | | Suggests voice examples | Final voice choices |

Instructions

Step 1: Gather Voice Samples

Content to Analyze: | Source | Purpose | |--------|---------| | Website copy | Core brand voice | | Blog posts | Extended voice | | Social media | Casual variation | | Email campaigns | Direct communication | | Product UI | Functional voice | | Customer support | Empathetic voice |

Sample Requirements:

Minimum 10-15 pieces
Variety of contexts
Include best examples
Cover different tones

Step 2: Analyze Voice Dimensions

Voice Dimension Framework:

| Dimension | Spectrum | |-----------|----------| | Formality | Casual ←→ Formal | | Personality | Serious ←→ Playful | | Directness | Indirect ←→ Direct | | Enthusiasm | Reserved ←→ Enthusiastic | | Technical | Simple ←→ Technical | | Warmth | Distant ←→ Warm |

Step 3: Extract Patterns

Linguistic Elements: | Element | What to Identify | |---------|-----------------| | Sentence length | Short, medium, long | | Word choice | Common, specialized, branded | | Contractions | Used, avoided, mixed | | Active/passive | Preference | | Pronouns | We/you/they patterns | | Punctuation | Exclamations, ellipses, etc. |

Step 4: Document Guidelines

Guidelines Structure:

Voice principles (3-5)
Dimension scores
Do/Don't examples
Channel variations
Word lists

Step 5: Create Consistency Tools

Tools to Create:

Voice checklist
Example library
Word/phrase dictionary
Channel guidelines

Examples

Example 1: Complete Voice Analysis

Input:

Analyze brand voice from these samples:

Website: "We build tools that actually work. No fluff, no complexity—
just software that helps you get stuff done."

Blog: "Here's the thing about productivity apps: most of them make
your life harder, not easier. We think that's backwards."

Email: "Hey there! Your trial is almost over. Before you go, we wanted
to make sure you saw everything [Product] can do."

Social: "Mondays are hard. Your software shouldn't be. ☕"

Output:

## Brand Voice Analysis

### Voice Summary

**Overall Character:** Confident, casual, anti-corporate

Your brand sounds like a smart friend who's direct and relatable—
someone who gets frustrated by the same things your customers do
and isn't afraid to call out industry BS.

---

### Voice Dimensions


---

### Voice Principles

#### 1. Say it Straight
No corporate speak, no jargon inflation. If you can say it
in fewer words, do it.

**Examples:**
- ✅ "We build tools that actually work"
- ❌ "We leverage cutting-edge solutions to optimize..."

#### 2. Take Their Side
Position as ally against frustration. You share their pain
with the status quo.

**Examples:**
- ✅ "Most productivity apps make your life harder"
- ❌ "Our competitors offer suboptimal experiences"

#### 3. Stay Human
Contractions, casual language, occasional humor. Sound like
a person, not a press release.

**Examples:**
- ✅ "Here's the thing about..."
- ❌ "It is important to note that..."

#### 4. Confident, Not Arrogant
State opinions clearly without hedging, but don't put
others down.

**Examples:**
- ✅ "No fluff, no complexity"
- ❌ "Unlike those other terrible apps..."

---

### Linguistic Patterns

| Element | Pattern | Examples |
|---------|---------|----------|
| Sentence length | Short to medium (8-15 words average) | "We think that's backwards." |
| Contractions | Always used | "That's", "shouldn't", "we're" |
| Pronouns | Heavy "we/you" | Creates conversational feel |
| Active voice | Strong preference | "We build" not "Tools are built" |
| Punctuation | Occasional em-dashes, rare exclamations | "No fluff—just software" |
| Emoji | Occasional, relevant | Coffee emoji for Monday post |

---

### Voice Do's and Don'ts

#### DO ✅

| Pattern | Example |
|---------|---------|
| Use contractions | "We're building" not "We are building" |
| Start with "Here's the thing" | Conversational opener |
| Use "actually" for emphasis | "Tools that actually work" |
| Reference shared frustrations | "Mondays are hard" |
| Keep paragraphs short | 2-3 sentences max |
| Use second person | "Your trial" "helps you" |

#### DON'T ❌

| Pattern | Why Not |
|---------|---------|
| "Leverage" "optimize" "synergy" | Corporate jargon |
| "We are pleased to announce" | Stiff, formal |
| Passive voice | "Was built by our team" |
| Hedging language | "We think maybe possibly..." |
| Long, complex sentences | Loses casual feel |
| Excessive exclamation points | Feels fake enthusiastic |

---

### Word Choice Guide

#### Preferred Terms

| Instead of | Use |
|------------|-----|
| Utilize | Use |
| Leverage | Use |
| Solutions | Tools, software |
| Empower | Help |
| Seamless | Easy, simple |
| Robust | Strong, reliable |
| Best-in-class | (just show, don't tell) |
| Cutting-edge | New, latest |

#### Signature Phrases

| Phrase | When to Use |
|--------|-------------|
| "Here's the thing" | Starting opinion pieces |
| "Actually" | Emphasizing real value |
| "No [negative], no [negative]" | Simple value props |
| "That's backwards" | Calling out industry norms |

---

### Channel Variations

#### Website (Core Voice)
- Most polished version
- Still casual but refined
- Slightly higher stakes language

#### Blog (Extended Voice)
- More conversational
- Can be longer, more exploratory
- Personal opinions encouraged

#### Social Media (Compressed Voice)
- Shortest, punchiest
- More humor allowed
- Emoji occasionally OK
- Can reference current events/culture

#### Email (Direct Voice)
- Friendly but action-oriented
- "Hey there" openings OK
- Clear CTAs
- Personal where possible

#### Support (Empathetic Voice)
- Warmer, more patient
- Solution-focused
- Less attitude, more help
- Still casual but careful

---

### Voice Checklist

Before publishing, check:

- [ ] Would you say this to a friend?
- [ ] Are there any "corporate speak" words?
- [ ] Is it shorter than it could be?
- [ ] Is the main point clear?
- [ ] Does it sound like us, not a competitor?
- [ ] Would it make sense without context?

Example 2: Quick Voice Audit