---
id: sm-brand-voice
name: "brand-voice"
url: https://skills.yangsir.net/skill/sm-brand-voice
author: anthropics
domain: marketing
tags: ["brand-strategy", "content-marketing", "copywriting", "brand-identity", "marketing-communications"]
install_count: 333
rating: 4.10 (41 reviews)
github: https://github.com/anthropics/knowledge-work-plugins
---

# brand-voice

> 提供品牌声音和风格指南的框架，用于文档化、应用和强制执行营销内容中的品牌调性，确保品牌形象的一致性和专业性。

**Stats**: 333 installs · 4.1/5 (41 reviews)

## Before / After 对比

### 品牌声调统一与内容创作效率提升

| Metric | Before | After | Change |
|---|---|---|---|
| - | - | - | - |
| - | - | - | - |
| - | - | - | - |

## Readme

# brand-voice

# Brand Voice Skill

Frameworks for documenting, applying, and enforcing brand voice and style guidelines across marketing content.

## Brand Voice Documentation Framework

A complete brand voice document should cover these areas. Use this framework to help users define their brand voice or to understand an existing brand voice configuration.

### 1. Brand Personality

Define the brand as if it were a person. What are its defining traits?

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

Select 3-5 attributes that define how the brand communicates. Each attribute should be defined with:

- What it means in practice

- What it does NOT mean (to prevent misinterpretation)

- An example demonstrating the attribute

### 3. Audience Awareness

- Who the brand is speaking to (primary and secondary audiences)

- What the audience cares about

- What level of expertise the audience has

- How the audience expects to be addressed

### 4. Core Messaging Pillars

- 3-5 key themes the brand consistently communicates

- The hierarchy of these messages (which comes first)

- 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. See the Style Guide Enforcement section below.

### 7. Terminology

Preferred and avoided terms. See the Terminology Management section below.

## Voice Attributes

### Common Voice Attribute Pairs

When defining brand voice, it helps to position attributes on a spectrum. Here are common attribute spectrums:

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

### Defining an Attribute

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

Weekly Installs322Repository[anthropics/know…-plugins](https://github.com/anthropics/knowledge-work-plugins)GitHub Stars9.9KFirst SeenJan 31, 2026Security Audits[Gen Agent Trust HubPass](/anthropics/knowledge-work-plugins/brand-voice/security/agent-trust-hub)[SocketPass](/anthropics/knowledge-work-plugins/brand-voice/security/socket)[SnykPass](/anthropics/knowledge-work-plugins/brand-voice/security/snyk)Installed onopencode255claude-code253codex248gemini-cli241github-copilot234amp220

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*Source: https://skills.yangsir.net/skill/sm-brand-voice*
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