Brand Voice & Messaging
Overview
Use this skill to establish and enforce a brand's verbal identity. It complements the visual side (colors, typography, and logo covered by the brand-guidelines skill) by defining how a brand sounds and what it says.
Keywords: brand voice, tone of voice, messaging, positioning, value proposition, mission statement, elevator pitch, brand personality
When to use
- Defining or documenting brand personality traits and a voice chart
- Adapting tone to context (marketing, support, legal, sales, social)
- Writing or auditing mission, vision, value proposition, and positioning statements
- Building a message architecture (primary message, supporting messages, proof points, elevator pitches)
- Reviewing copy for on-brand voice consistency
References
references/voice-framework.md — Voice vs. tone, voice dimensions/spectrums, a 3-step voice-development process, voice-testing questions, and a voice-guide template.references/messaging-framework.md — Messaging hierarchy (mission → vision → value proposition → positioning → key messages → proof points), core-statement templates, message architecture, elevator pitches, and message testing.
How to apply
- Start from
voice-framework.md to lock personality traits and the voice chart.
- Use the
messaging-framework.md templates to fill in the brand's core statements and message architecture.
- When reviewing copy, run the voice-testing and message-testing questions before sign-off.
1---2name: brand-voice-messaging3description: Defines and applies a brand's verbal identity — voice, tone, and messaging architecture. Use when establishing brand personality, adapting tone across contexts, or crafting mission/vision/value-proposition/positioning and key messages.4---5
6# Brand Voice & Messaging
7
8## Overview
9
10Use this skill to establish and enforce a brand's **verbal identity**. It complements the visual side (colors, typography, and logo covered by the `brand-guidelines` skill) by defining how a brand *sounds* and *what it says*.
11
12**Keywords**: brand voice, tone of voice, messaging, positioning, value proposition, mission statement, elevator pitch, brand personality
13
14## When to use
15
16- Defining or documenting brand personality traits and a voice chart
17- Adapting tone to context (marketing, support, legal, sales, social)
18- Writing or auditing mission, vision, value proposition, and positioning statements
19- Building a message architecture (primary message, supporting messages, proof points, elevator pitches)
20- Reviewing copy for on-brand voice consistency
21
22## References
23
24- **`references/voice-framework.md`** — Voice vs. tone, voice dimensions/spectrums, a 3-step voice-development process, voice-testing questions, and a voice-guide template.
25- **`references/messaging-framework.md`** — Messaging hierarchy (mission → vision → value proposition → positioning → key messages → proof points), core-statement templates, message architecture, elevator pitches, and message testing.
26
27## How to apply
28
291. Start from `voice-framework.md` to lock personality traits and the voice chart.
302. Use the `messaging-framework.md` templates to fill in the brand's core statements and message architecture.
313. When reviewing copy, run the voice-testing and message-testing questions before sign-off.
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