# Brand Voice

> Documenting, calibrating, and enforcing brand voice across all content touchpoints. Voice as a design system component.

- Skill: `dragoon0x/brand-voice` (Agent Skill)
- Install (CLI): `npx skillmds@latest add dragoon0x/brand-voice`
- Raw SKILL.md: https://api.skillmd.com/api/skills/dragoon0x/brand-voice/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Design & Media
- Author: dragoon0x (https://skillmd.com/u/dragoon0x)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/dragoon0x/brand-voice

---


# Brand Voice

## Voice vs Tone

**Voice** is who you are. It doesn't change. A brand that's direct and honest is always direct and honest.

**Tone** shifts by context. The same direct brand sounds different in a celebration (enthusiastic, warm) vs an error message (clear, reassuring) vs a legal disclaimer (precise, transparent).

## Defining Voice

### The Attribute Framework
Pick 3-4 attributes. For each, define what it is, what it isn't, and give examples.

```
## Voice Attribute: [Name]

**What it is:** [Clear definition]
**What it isn't:** [The extreme to avoid]
**Sounds like:** "[Example sentence]"
**Doesn't sound like:** "[Anti-example sentence]"
```

Example:
```
## Voice Attribute: Confident

**What it is:** We know our stuff and we say it simply.
**What it isn't:** Arrogant, dismissive, or condescending.
**Sounds like:** "Your data is safe. Here's exactly how we protect it."
**Doesn't sound like:** "We are the industry-leading solution for data protection."
```

## Tone Calibration by Context

| Context | More... | Less... | Example |
|---------|---------|---------|---------|
| Onboarding | Warm, encouraging | Technical, formal | "Nice, you're set up. Let's build something." |
| Error states | Clear, helpful | Apologetic, vague | "That file is too large. Max size is 10MB." |
| Marketing | Bold, specific | Hype-y, generic | "Cut review time by 40%." |
| Documentation | Clear, scannable | Dense, academic | "To add a user, click Settings then Team." |
| Pricing | Transparent, direct | Cagey, qualified | "Free up to 5 users. $12/user/month after." |
| Changelog | Specific, honest | Vague, corporate | "Fixed: images now load on slow connections." |

## Word Lists

### Build Three Lists

**Preferred words** — Words that represent our voice
**Acceptable alternatives** — Words that work but aren't ideal
**Banned words** — Words we never use

Example:
```
| Preferred | Acceptable | Banned |
|-----------|-----------|--------|
| Use | Employ | Utilize, leverage |
| Help | Assist | Empower, enable |
| Simple | Easy | Seamless, frictionless |
| Fast | Quick | Blazing, lightning |
| New | Updated | Revolutionary, groundbreaking |
| Fix | Resolve | Remediate |
```

## Testing Voice

Read copy aloud. If it sounds like a press release, rewrite it. If it sounds like a person explaining something to a friend, it's probably close.

The ultimate test: if you covered the logo, could someone identify the brand from the writing alone? If not, the voice isn't distinctive enough.