brand-voice

Brand Voice

How This Works

Voice is who you are — it doesn't change. Tone is how you show up in a specific moment — it shifts by buyer and channel, intentionally, not randomly. This skill builds a voice guide that survives contact with a blank page: every trait gets an example, every persona gets a tone profile, every channel gets a table row. It deepens your brain's existing Section 4 in place rather than creating a second voice file — one source of truth stays intact for every downstream writing skill.

Step 0 — Load brain Section 4 (current voice guide, however thin), Section 2 (ICP/personas, for tone-by-persona grounding), and any guardrails from /context/meta-patterns.md.

Step 1 — Establish brand personality and its edges: 3-4 words that couldn't apply to a competitor, plus what the brand explicitly rejects.

Step 2 — Map tone by persona: for each buyer in the committee, what they care about, how they prefer information, what makes them distrust a vendor immediately, what makes them lean in. Never pre-filled — every committee is different.

Step 3 — Build the channel tone table and forbidden-language list, then run the one-sentence voice test against both.

Step 4 — Deepen brain Section 4 with the guide (on user confirmation).

Step 5 — Learning Close: log the session to /context/skill-sessions.md.

Trigger

• When: Defining or sharpening how the brand sounds — voice

attributes, tone shifts by persona or channel, forbidden language, or auditing copy that's drifted off-brand.

• Not for: Positioning statement or messaging hierarchy itself → use

positioning-messaging. Writing the actual copy → no dedicated drafting skill exists yet in this repo; produce copy within positioning-messaging's own output modes, using this skill's voice guide as input. Buying-committee mapping → buyer-personas, run first if tone-by-persona needs real committee data instead of guessed roles.

• Example prompts:
• "How should we sound on LinkedIn vs. a sales deck?"
• "Our copy feels off — voice audit"
• "We sound like everyone else"
• "Write this in our voice for the Champion persona"
• "Build our voice guide"

Inputs

• Args: None required — the skill asks one question at a time if

nothing is on file. 3-5 samples of existing copy speed up the AUDIT path but aren't required for BUILD.

• Defaults: No brain, or Section 4 still empty → run full BUILD.

Section 4 populated → load silently, offer [View current] [Update] [Audit for drift] [Apply to a specific piece].

• Context keys:
• /foundation/brain.md — read Sections 2 and 4 if present; written to

(Section 4 only) after explicit user confirmation of the exact before/after. Reads customer_phrases and uses those exact words in the guide's examples and language list. Never writes or rewords them; new customer words go to product-marketing-context (Add material).

• /context/meta-patterns.md — guardrails, read at Step 0.

Connectors (Optional)

No connectors? Paste the material and I'll work from that. The output has the same shape. Pulled facts are drafts: each is tagged with category, tool and date, and nothing is written until you confirm.

Pre-flight

• Check /foundation/brain.md Section 4 — if populated, this is an

UPDATE, AUDIT, or APPLY, not a fresh BUILD.

• If /foundation/brain.md doesn't exist at all, surface once: "No brain

found. You can still run this skill, but output will be less precise. Run product-marketing-context first for sharper results. Continuing." No hard block.

Steps

Step 1 — Brand personality and its edges. Ask for 3-4 words describing the brand as if it were a person at a professional dinner — reject defaults like "authentic" or "innovative." Challenge: could a competitor claim the same words? If yes, push for a reference brand that gets it right and one that gets it wrong. Then ask what the brand explicitly rejects — name brands or archetypes that feel wrong, and why. "Not too salesy" isn't specific; ask what salesy looks like in this market.

Step 2 — Tone by persona. If a recent buyer-personas session exists, load its committee roles instead of re-asking. Otherwise ask directly: who's on the committee, what they care about professionally, how they prefer to receive information, what makes them distrust a vendor immediately, what makes them lean in. Rate the brand on four dimensions (Formality, Warmth, Boldness, Energy) — push past "casual but professional," which is everyone's answer; ask for a reference point (casual like Slack, or casual like a boutique consultancy?).

Step 3 — Channel table and forbidden language. List the channels in active use (homepage, sales deck, outbound email, LinkedIn, thought leadership, talk tracks, customer comms). Persona takes precedence over channel when both apply — channel adapts the voice, it doesn't replace persona tone. Every Do/Don't needs a concrete example before it's encoded — "be direct" is useless without "e.g., write X not Y." Draft the one-sentence voice test: "[Brand] sounds like [descriptor] — always [consistent quality], even when [the tone shifts]." Exit check — every persona profile and channel entry must pass this sentence before the guide ships.

Step 4 — Deepen brain Section 4 on confirmation. Show the user the exact before/after for Section 4 before writing anything. On confirmation, write:

## Section 4: Voice & Tone

**Brand Voice Attributes:**
{{3-4 words, plus the one-sentence voice test}}

**Tone Shifts by Persona:**
{{per-persona block: cares about / prefers / distrust trigger / lean-in
  trigger / tone dimension ratings}}

**Language Preferences:**
{{channel table — channel, primary audience, tone goal}}

**Forbidden Phrases:**
{{explicit list, with the "why" for each}}

**Tone Example (Copy that captures our voice):**
> {{a real example line that passes the voice test}}

Never write silently — this is a shared source of truth every downstream writing skill reads.

Step 5 — Learning Close. Append an entry to /context/skill-sessions.md, in the format defined in product-marketing-context/.claude-plugin/skill-sessions-format.md (Type A — execution session):

type: execution
skill: brand-voice
session_date: {{date}}
pattern: "{{what surprised you, a tone-drift pattern AUDIT caught, or
  'none' if nothing notable happened — never skip the row}}"
source: {{surprised/wrong/missing/N/A}}

Outputs

• Brain Section 4 deepened in place (on confirmation only)
• A stated voice test sentence, persona tone profiles, channel table, and

forbidden-language list — not buried in prose

• Session logged to /context/skill-sessions.md
• External side effects: N/A
• Next skill: check next-skill-map.md for "After brand-voice" and

surface that prompt.

Verification

• Brand voice stated as one paragraph — the anchor everything attaches to
• Every persona tone profile is complete with at least one concrete Do

and Don't example — no abstract-only instructions survive

• Channel table populated only for channels actually in use, persona

takes precedence over channel

• Forbidden language list is explicit and named, not implied
• One-sentence voice test passes across every profile before delivery
• Brain Section 4 write shown to the user before it happens, written only

on confirmation

• Session logged with all five fields, pattern: none written explicitly

if nothing notable happened — the row is never skipped

Do Not Use For

• positioning-messaging — when the task is producing the positioning

statement or messaging hierarchy itself, not the voice it should be written in. Run this skill first if Section 4 is thin, then that one.

• product-marketing-context — when the task is the full brain build

from zero, or any section other than 4

• buyer-personas — when the task is mapping who's in the room, not

how to sound when writing to them

• market-context — when the task is why now, not how to sound saying it

Operating Rules

1. Load brain Section 4 first. Don't re-ask what's already answered.
2. **Never write to Section 4 without showing the exact before/after

first.** No silent writes, ever.

1. Never pre-fill the buying committee. Every committee is different;

pre-assumed personas produce generic tone guidance. If a recent buyer-personas session exists, load it — don't guess.

1. Every Do/Don't needs an example. Abstract instructions don't

survive contact with a blank page.

1. Persona beats channel when both apply. Channel adapts voice, never

replaces persona tone.

1. Reject generic personality traits. If a competitor could claim the

same 3-4 words, push for specificity before encoding.

1. Run the one-sentence voice test on every profile before delivery.

Same company, different room — or it doesn't ship.

Quality Gate

Commands

/build

Run full BUILD: personality, edges, persona tone mapping, channel table, forbidden language, voice test.

/update

Refresh Section 4 after a new persona, new channel, or brand evolution — asks only for what's new.

/audit

Score 5-10 recent copy samples across 3+ channels against the four tone dimensions per persona. Identify drift patterns and recommend targeted updates — not a full rebuild unless drift is systemic.

/apply [persona] [channel]

Generate on-brand copy for one persona and one channel using the current guide. Runs the voice test on the output before returning it.