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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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30 · Marketing · Brand Voice

Brand Voice Guide Design

Create voice attributes, a tone matrix and channel guidance. Use Brand Voice Content Review to check an existing draft against established rules.

brand-voicetoneguidelinesmarkenstimmetonalitaetsleitfaden

Brand Voice Guidelines · Original SKILL.md

---
name: brand-voice-guidelines
description: Develop brand voice, tone matrices, messaging frameworks, and brand book documentation. Use when the user asks about brand voice, tone of voice, brand guidelines, messaging framework, or brand consistency.
license: MIT
origin: custom
author: Rebecca Rae Barton
author_url: https://github.com/thatrebeccarae
metadata:
  version: 1.0.0
  category: strategy
  domain: brand-identity
  updated: 2026-03-18
  tested: 2026-03-18
  tested_with: "Claude Code v2.1"
---

# Brand Voice & Guidelines

Develop, document, and maintain consistent brand voice across all channels.

## Install

```bash
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/brand-voice-guidelines ~/.claude/skills/
```

## Voice vs Tone

**Voice** = who you are (consistent). **Tone** = how you adapt to context (variable).

- Voice is your brand personality — it does not change
- Tone shifts based on situation: celebration vs crisis, social vs support, blog vs legal

## Voice Development Process

### Step 1: Audit Existing Content

Analyze 10-20 pieces of existing content across channels:
- What adjectives describe the writing?
- What is consistent? What is inconsistent?
- How does your audience describe you?

### Step 2: Define Voice Attributes

Choose 3-5 attributes that define your brand voice. Each attribute sits on a spectrum:

| Attribute | We Are | We Are NOT |
|-----------|--------|-----------|
| **Confident** | Bold, direct, opinionated | Arrogant, dismissive, preachy |
| **Approachable** | Warm, conversational, human | Unprofessional, sloppy, too casual |
| **Expert** | Knowledgeable, precise, credible | Jargon-heavy, condescending, academic |
| **Playful** | Witty, creative, surprising | Silly, forced, distracting |

### Step 3: Brand Personality Archetypes

| Archetype | Voice | Brands |
|-----------|-------|--------|
| **The Sage** | Knowledgeable, thoughtful, guiding | Google, TED, McKinsey |
| **The Creator** | Innovative, expressive, visionary | Apple, Adobe, Figma |
| **The Hero** | Bold, confident, empowering | Nike, Patagonia, Slack |
| **The Jester** | Playful, irreverent, entertaining | Old Spice, Mailchimp, Duolingo |
| **The Caregiver** | Warm, supportive, trustworthy | Dove, TOMS, Headspace |
| **The Rebel** | Provocative, disruptive, direct | Harley-Davidson, Basecamp, Cards Against Humanity |
| **The Explorer** | Adventurous, curious, independent | Airbnb, North Face, REI |
| **The Ruler** | Authoritative, premium, exclusive | Rolex, Mercedes, Bloomberg |
| **The Everyperson** | Relatable, honest, grounded | IKEA, Target, Slack |

### Step 4: Create Tone Matrix

Define how voice adapts across contexts:

| Context | Confidence Level | Formality | Humor | Empathy |
|---------|-----------------|-----------|-------|---------|
| Marketing website | High | Low-medium | Light | Medium |
| Blog post | High | Low | Medium | Medium |
| Social media | Medium-high | Low | High | Medium |
| Customer support | Medium | Medium | None | Very high |
| Error messages | Low (humble) | Low | Light if appropriate | High |
| Legal/compliance | Medium | High | None | Low |
| Crisis comms | High | High | None | Very high |
| Sales emails | High | Medium | Light | High |

### Step 5: Messaging Framework

```markdown
## Brand Promise
[One sentence: what you promise your customers]

## Value Propositions (3-5)
1. [VP 1]: [Proof point]
2. [VP 2]: [Proof point]
3. [VP 3]: [Proof point]

## Tagline Options
- [Tagline 1]
- [Tagline 2]
- [Tagline 3]

## Elevator Pitch (30 seconds)
[2-3 sentences that explain what you do, who you serve, and why it matters]

## Boilerplate (for press/about)
[Standard paragraph used in press releases, about pages, speaker bios]
```

## Writing Style Guide

### Grammar & Mechanics

| Decision | Our Standard | Why |
|----------|-------------|-----|
| Oxford comma | Yes | Clarity |
| Contractions | Yes (we are → we're) | Conversational |
| Exclamation marks | Max 1 per page | Not shouty |
| Emoji | [Platform-specific rules] | Context-dependent |
| Capitalization | Sentence case for headings | Modern, approachable |
| Numbers | Spell out 1-9, numerals 10+ | Standard convention |
| Pronouns | We (company), you (customer) | Direct and personal |

### Vocabulary

| Instead Of | Use | Why |
|-----------|-----|-----|
| Utilize | Use | Simpler |
| Leverage | Use, apply | Less jargon |
| Synergy | Collaboration, combined | Real words |
| Best-in-class | Leading, top-performing | Less cliche |
| Disruptive | [describe what actually changed] | Show, do not label |
| Solution | [name the actual thing] | Be specific |

## Voice Consistency Audit

### Audit Checklist

- [ ] Sample 3 pages per channel (website, email, social, support)
- [ ] Score each on voice attributes (1-5 per attribute)
- [ ] Identify outliers (pages that do not sound like the brand)
- [ ] Check for forbidden vocabulary
- [ ] Verify tone matches context (support should not sound like marketing)
- [ ] Test with the "read it aloud" check — does it sound like one person?

## Deliverable: Brand Voice Document

### Document Structure

```markdown
# [Brand] Voice Guide

## Who We Are (1 paragraph)
## Our Voice Attributes (3-5 with Do/Don't examples)
## Tone Matrix (context-specific adjustments)
## Messaging Framework (promise, VPs, tagline, elevator pitch)
## Writing Style Guide (grammar, vocabulary, formatting)
## Channel-Specific Guidelines (website, email, social, support)
## Examples (before/after rewrites for each voice attribute)
```

## Integration with Other Skills

- **content-creator** — Brand voice analyzer script validates consistency
- **seo-content-writer** — Apply voice guidelines while optimizing for SEO
- **copywriting-frameworks** — Use frameworks within your established voice
- **social-media-strategy** — Platform-specific tone adaptations
- **email-composer** — Maintain voice in professional communications

When to use

Create voice attributes, a tone matrix and channel guidance. Use Brand Voice Content Review to check an existing draft against established rules.

What you get

The structured plan or review specified in the original, with evidence and open questions.

How it works

Confirm task inputs, follow the source workflow and apply the explicit M11 qualifications below.

Requirements

Brand positioning, intended audiences, representative approved content and channel contexts.

Delivery and review notes

Brand archetypes and named-brand examples are illustrative interpretations. Voice can evolve deliberately; tone and grammar rules must adapt to language, audience and accessibility. Sample counts and 1-5 scores are review aids, not validated measures. User-approved guidance overrides examples, including the sample low-empathy legal tone. Optional related skills/analyzer scripts are not installed or bundled.

Starting prompt

Use Brand Voice Guide Design for [BUSINESS/TASK]. Ask for missing inputs: Brand positioning, intended audiences, representative approved content and channel contexts. Return the source output format and label evidence, assumptions and validation steps. Brand archetypes and named-brand examples are illustrative interpretations. Voice can evolve deliberately; tone and grammar rules must adapt to language, audience and accessibility. Sample counts and 1-5 scores are review aids, not validated measures. User-approved guidance overrides examples, including the sample low-empathy legal tone. Optional related skills/analyzer scripts are not installed or bundled.

Not for

Extracting exact website design tokens or treating archetypes and sample rules as official brand policy.

What M11 added

M11 added task routing, German terms, scope and evidence requirements while preserving original authorship. Brand archetypes and named-brand examples are illustrative interpretations. Voice can evolve deliberately; tone and grammar rules must adapt to language, audience and accessibility. Sample counts and 1-5 scores are review aids, not validated measures. User-approved guidance overrides examples, including the sample low-empathy legal tone. Optional related skills/analyzer scripts are not installed or bundled.

Original authorship remains with thatrebeccarae/claude-marketing · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Rebecca Rae Barton

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 6342a138906a4bbfefed60ca23cf7bdec56de26e204d0d1164712df6c0295eb3
Snapshot checked: 2026-09-28T15:02:41.083Z

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