No local installation. No M11 login. Connect once. Broad task? Load 5–10 relevant skills and go. Precise task? Narrow through category, topic and tags.
Read only5–10 bundleCategory → Topic → Tags
For Agents · MCP
Your task. The right skill.
The tunnel uses the same cards as the catalogue. Browse only as deep as needed — or load a broad bundle immediately.
No local installationNo M11 loginRead-only
Broad task
Load 5–10 and go
SEO, Sales, Agents or another broad area → one bundle call → work.
MCP endpoint: https://skills.m11.ch/mcp
Read-only access to published skills. Default 8, maximum 10 skills / 120,000 characters.
Task Packs
Marketing Foundation
Clarify positioning, then turn it into a lead-generation asset.
Marketing Launch
Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.
Agent Audit Essentials
Diagnose architecture and context, then plan agent-team responsibilities. Memory and cost-runtime reviews are outside this pack.
Conversion and Activation Review
Review the journey from landing page and lead capture through registration, first value and transparent upgrades.
Campaign Content and Brand Review
Plan a campaign, draft its channel content and review the work against actual brand guidance.
Content and Launch Planning
Prioritize an editorial roadmap and plan how to launch and distribute it across suitable channels.
Customer, Market and Community Research
Understand customer needs, compare competitors and plan a community around real member value.
Choose an area
01 · Category
What the MCP returns at this step
18 · Marketing · Brand Strategy
Brand Voice and Content Review
Review drafts against supplied brand guidance and propose specific, prioritized revisions.
brandvoicestyleterminologymarkenstimmetonalitaet
Anthropic Marketing — Brand Review · Original SKILL.md
---
name: brand-review
description: Review content against your brand voice, style guide, and messaging pillars, flagging deviations by severity with specific before/after fixes. Use when checking a draft before it ships, when auditing copy for voice consistency and terminology, or when screening for unsubstantiated claims, missing disclaimers, and other legal flags.
argument-hint: "<content to review>"
---
# Brand Review
> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
Review marketing content against brand voice, style guidelines, and messaging standards. Flag deviations and provide specific improvement suggestions.
## Trigger
User runs `/brand-review` or asks to review, check, or audit content against brand guidelines.
## Inputs
1. **Content to review** — accept content in any of these forms:
- Pasted directly into the conversation
- A file path or ~~knowledge base reference (e.g. Notion page, shared doc)
- A URL to a published page
- Multiple pieces for batch review
2. **Brand guidelines source** (determined automatically):
- If a brand style guide is configured in local settings, use it automatically
- If not configured, ask: "Do you have a brand style guide or voice guidelines I should review against? You can paste them, share a file, or describe your brand voice. Otherwise, I'll do a general review for clarity, consistency, and professionalism."
## Review Process
### With Brand Guidelines Configured
Evaluate the content against each of these dimensions:
#### Voice and Tone
- Does the content match the defined brand voice attributes?
- Is the tone appropriate for the content type and audience?
- Are there shifts in voice that feel inconsistent?
- Flag specific sentences or phrases that deviate with an explanation of why
#### Terminology and Language
- Are preferred brand terms used correctly?
- Are any "avoid" terms or phrases present?
- Is jargon level appropriate for the target audience?
- Are product names, feature names, and branded terms used correctly (capitalization, formatting)?
#### Messaging Pillars
- Does the content align with defined messaging pillars or value propositions?
- Are claims consistent with approved messaging?
- Is the content reinforcing or contradicting brand positioning?
#### Style Guide Compliance
- Grammar and punctuation per style guide (e.g., Oxford comma, title case vs. sentence case)
- Formatting conventions (headers, lists, emphasis)
- Number formatting, date formatting
- Acronym usage (defined on first use?)
### Without Brand Guidelines (Generic Review)
Evaluate the content for:
#### Clarity
- Is the main message clear within the first paragraph?
- Are sentences concise and easy to understand?
- Is the structure logical and easy to follow?
- Are there ambiguous statements or unclear references?
#### Consistency
- Is the tone consistent throughout?
- Are terms used consistently (no switching between synonyms for the same concept)?
- Is formatting consistent (headers, lists, capitalization)?
#### Professionalism
- Is the content free of typos, grammatical errors, and awkward phrasing?
- Is the tone appropriate for the intended audience?
- Are claims supported or substantiated?
### Legal and Compliance Flags (Always Checked)
Regardless of whether brand guidelines are configured, flag:
- **Unsubstantiated claims** — superlatives ("best", "fastest", "only") without evidence or qualification
- **Missing disclaimers** — financial claims, health claims, or guarantees that may need legal disclaimers
- **Comparative claims** — comparisons to competitors that could be challenged
- **Regulatory language** — content that may need compliance review (financial services, healthcare, etc.)
- **Testimonial issues** — quotes or endorsements without attribution or disclosure
- **Copyright concerns** — content that appears to be closely paraphrased from other sources
## Brand Voice Reference
Use these frameworks to evaluate content against brand standards or to help the user document their brand voice.
### Brand Voice Documentation Framework
A complete brand voice document should cover these areas:
1. **Brand Personality** — Define the brand as if it were a person. Example: "If our brand were a person, they would be a knowledgeable colleague who explains complex things simply, celebrates your wins genuinely, and never talks down to you."
2. **Voice Attributes** — 3-5 attributes that define how the brand communicates, each defined with what it means in practice, what it does NOT mean (to prevent misinterpretation), and an example.
3. **Audience Awareness** — Who the brand is speaking to (primary and secondary), what they care about, their level of expertise, and how they expect to be addressed.
4. **Core Messaging Pillars** — 3-5 key themes the brand consistently communicates, the hierarchy of these messages, and how each pillar connects to audience needs.
5. **Tone Spectrum** — How the voice adapts across contexts while remaining recognizably the same brand.
6. **Style Rules** — Specific grammar, formatting, and language rules.
7. **Terminology** — Preferred and avoided terms.
### Voice Attribute Spectrums
When defining or evaluating brand voice, position attributes on a spectrum:
| Spectrum | One End | Other End |
|----------|---------|-----------|
| Formality | Formal, institutional | Casual, conversational |
| Authority | Expert, authoritative | Peer-level, collaborative |
| Emotion | Warm, empathetic | Direct, matter-of-fact |
| Complexity | Technical, precise | Simple, accessible |
| Energy | Bold, energetic | Calm, measured |
| Humor | Playful, witty | Serious, earnest |
| Innovation | Cutting-edge, forward-looking | Established, proven |
For each chosen attribute, document it in this format:
**[Attribute name]**
- **We are**: [what this means in practice]
- **We are not**: [common misinterpretation to avoid]
- **This sounds like**: [example sentence demonstrating the attribute]
- **This does NOT sound like**: [example sentence violating the attribute]
Example:
**Approachable**
- **We are**: friendly, clear, jargon-free, welcoming to beginners and experts alike
- **We are not**: dumbed-down, overly casual, or lacking substance
- **This sounds like**: "Here's how to get started — it takes about five minutes."
- **This does NOT sound like**: "Yo! This is super easy, even a noob can do it lol."
### Tone Adaptation Across Channels and Contexts
The brand voice stays consistent, but tone adapts to context. Tone is the emotional inflection applied to the voice.
#### Tone by Channel
| Channel | Tone Adaptation | Example |
|---------|----------------|---------|
| Blog | Informative, conversational, educational | "Let's walk through how this works and why it matters for your team." |
| Social media (LinkedIn) | Professional, thought-provoking, concise | "Three things we learned from running 50 campaigns this quarter." |
| Social media (Twitter/X) | Punchy, direct, sometimes witty | "Your landing page has 3 seconds. Make them count." |
| Email marketing | Personal, helpful, action-oriented | "We put together something we think you'll find useful." |
| Sales collateral | Confident, benefit-driven, specific | "Teams using our platform reduce reporting time by 40%." |
| Support/Help docs | Clear, patient, step-by-step | "If you see this error, here's how to fix it." |
| Press release | Formal, factual, newsworthy | "The company today announced the launch of..." |
| Error messages | Empathetic, helpful, blame-free | "Something went wrong on our end. We're looking into it." |
#### Tone by Situation
| Situation | Tone Adaptation |
|-----------|----------------|
| Product launch | Excited, confident, forward-looking |
| Incident or outage | Transparent, empathetic, accountable |
| Customer success story | Celebratory, specific, crediting the customer |
| Thought leadership | Authoritative, nuanced, evidence-based |
| Onboarding | Welcoming, encouraging, clear |
| Bad news (price increase, deprecation) | Honest, respectful, solution-oriented |
| Competitive comparison | Confident but fair, fact-based, not disparaging |
#### Tone Adaptation Rule
The voice attributes remain fixed. Tone dials them up or down based on context. For example, if a brand is "bold and warm":
- In a product launch, dial up boldness
- In an incident response, dial up warmth
- Neither attribute disappears; the balance shifts
### Style Guide Enforcement
#### Grammar and Mechanics
Document and enforce these choices consistently:
| Rule | Options | Example |
|------|---------|---------|
| Oxford comma | Yes / No | "fast, reliable, and secure" vs. "fast, reliable and secure" |
| Sentence case vs. title case (headings) | Sentence / Title | "How to get started" vs. "How to Get Started" |
| Contractions | Use / Avoid | "we're" vs. "we are" |
| Em dash spacing | No spaces / Spaces | "this—and more" vs. "this — and more" |
| Numbers | Spell out 1-9, numerals 10+ / Always numerals | "five features" vs. "5 features" |
| Percent | % / percent | "50%" vs. "50 percent" |
| Date format | Month DD, YYYY / DD/MM/YYYY / etc. | "January 15, 2025" |
| Time format | 12-hour / 24-hour | "3:00 PM" vs. "15:00" |
| Lists | Periods / No periods on fragments | "Set up your account." vs. "Set up your account" |
#### Formatting Conventions
- Heading hierarchy (when to use H1, H2, H3)
- Bold and italic usage (bold for emphasis, italic for titles/terms)
- Link text (descriptive vs. "click here" — always descriptive)
- Image alt text requirements
- Code formatting (for technical brands)
- Callout or highlight box usage
#### Punctuation and Emphasis
- Exclamation mark policy (limited use, never more than one)
- Ellipsis usage (avoid in most professional contexts)
- ALL CAPS policy (avoid; use bold for emphasis instead)
- Emoji usage by channel (professional channels: minimal or none; social: where appropriate)
### Terminology Management
#### Preferred Terms
Maintain a list of preferred terms and their incorrect alternatives:
| Use This | Not This | Notes |
|----------|----------|-------|
| sign up (verb) | signup (verb) | "signup" is the noun form |
| log in (verb) | login (verb) | "login" is the noun/adjective form |
| set up (verb) | setup (verb) | "setup" is the noun/adjective form |
| email | e-mail | No hyphen |
| website | web site | One word |
| data is (singular) | data are | Unless the publication requires plural |
#### Product and Feature Names
- Official capitalization for product names
- When to use the full product name vs. shorthand
- Whether to use "the" before product names
- How to handle versioning in copy
- Trademark and registration symbols (when required and when to omit)
#### Inclusive Language
- Use gender-neutral language (they/them for unknown individuals)
- Avoid ableist language ("crazy", "blind spot", "lame")
- Use person-first language where appropriate
- Avoid culturally specific idioms that may not translate
- Use "simple" or "straightforward" instead of "easy" (what is easy varies by person)
#### Industry Jargon Management
- Define which technical terms the audience understands without explanation
- List jargon that should always be defined or replaced with plain language
- Specify which acronyms need to be spelled out on first use
- Audience-specific glossary for terms that mean different things to different readers
#### Competitor and Category Terms
- How to refer to your product category (use your preferred framing)
- How to refer to competitors (by name or generically)
- Terms competitors have coined that you should avoid (to prevent reinforcing their positioning)
- Your preferred differentiation language
## Output Format
Present the review as:
### Summary
- Overall assessment: how well the content aligns with brand standards (or general quality)
- 1-2 sentence summary of the biggest strengths
- 1-2 sentence summary of the most important improvements
### Detailed Findings
For each issue found, provide:
| Issue | Location | Severity | Suggestion |
|-------|----------|----------|------------|
Where severity is:
- **High** — contradicts brand voice, contains compliance risk, or significantly undermines messaging
- **Medium** — inconsistent with guidelines but not damaging
- **Low** — minor style or preference issue
### Revised Sections
For the top 3-5 highest-severity issues, provide a before/after showing the original text and a suggested revision.
### Legal/Compliance Flags
List any legal or compliance concerns separately with recommended actions.
## After Review
Ask: "Would you like me to:
- Revise the full content with these suggestions applied?
- Focus on fixing just the high-severity issues?
- Review additional content against the same guidelines?
- Help you document your brand voice for future reviews?"
When to use
Review drafts against supplied brand guidance and propose specific, prioritized revisions.
What you get
A severity-ranked issue table, before/after revisions and separate substantiation or specialist-review flags.
How it works
Compare voice, terminology and messaging to the supplied rules; distinguish actual violations from preferences.
Requirements
The draft, intended audience/channel and actual brand/style guidance, or agreement to a generic clarity review. Original ../../CONNECTORS.md is included here as CONNECTORS.md. Its included-servers list describes the upstream plugin, not services installed or connected by M11. User-supplied inputs support a manual planning/drafting workflow. Optional tool connections need separate availability and authorization.
M11 review boundaries
Without supplied brand rules, label the output generic rather than brand-certified. Illustrative claims (such as 40% time savings) are not approved facts. Language rules are locale/context preferences; do not impose English grammar conventions on German copy. Legal, health, finance and copyright flags require qualified review where relevant; an automated content check is not clearance. Never invent attribution or approvals.
Starting prompt
Help me with brand voice and content review for [BUSINESS]. Establish The draft, intended audience/channel and actual brand/style guidance, or agreement to a generic clarity review. Without supplied brand rules, label the output generic rather than brand-certified. Illustrative claims (such as 40% time savings) are not approved facts. Language rules are locale/context preferences; do not impose English grammar conventions on German copy. Legal, health, finance and copyright flags require qualified review where relevant; an automated content check is not clearance. Never invent attribution or approvals.
Not for
Legal clearance, brand identity redesign, medical/financial advice or automatic edits to external documents.
What M11 added
Task routing, complete source/connector provenance, specific factual qualifications and explicit execution boundaries. Without supplied brand rules, label the output generic rather than brand-certified. Illustrative claims (such as 40% time savings) are not approved facts. Language rules are locale/context preferences; do not impose English grammar conventions on German copy. Legal, health, finance and copyright flags require qualified review where relevant; an automated content check is not clearance. Never invent attribution or approvals.
Original authorship remains with anthropics/knowledge-work-plugins · Original source ↗
# Connectors
## How tool references work
Plugin files use `~~category` as a placeholder for whatever tool the user connects in that category. For example, `~~marketing automation` might mean HubSpot, Marketo, or any other marketing platform with an MCP server.
Plugins are **tool-agnostic** — they describe workflows in terms of categories (design, SEO, email marketing, etc.) rather than specific products. The `.mcp.json` pre-configures specific MCP servers, but any MCP server in that category works.
## Connectors for this plugin
| Category | Placeholder | Included servers | Other options |
|----------|-------------|-----------------|---------------|
| Chat | `~~chat` | Slack | Microsoft Teams |
| Design | `~~design` | Canva, Figma | Adobe Creative Cloud |
| Marketing automation | `~~marketing automation` | HubSpot | Marketo, Pardot, Mailchimp |
| Product analytics | `~~product analytics` | Amplitude | Mixpanel, Google Analytics |
| Knowledge base | `~~knowledge base` | Notion | Confluence, Guru |
| SEO | `~~SEO` | Ahrefs, Similarweb | Semrush, Moz |
| Email marketing | `~~email marketing` | Klaviyo | Mailchimp, Brevo, Customer.io |
| Marketing analytics | `~~marketing analytics` | Supermetrics | Google Analytics, Mailchimp, Semrush |
Apache License
Version 2.0, January 2004
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TERMS AND CONDITIONS FOR USE, REPRODUCTION, AND DISTRIBUTION
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